Horn & Hardart
The Famous Horn & Hardart Print Ad.
This is one of the most famous print ads written by copywriter, Ed McCabe, circa early 1970s. The youngest writer ever inducted into the Hall of Fame (at 34) McCabe was the co-founder of legendary agency Scali, McCabe, Sloves. I've always loved McCabe's writing because it was incredibly aggressive and funny. Hard-assed, but funny. Even the size of the typefaces in McCabe's ads spoke to his aggressive nature. Horn & Hardart was an "automat" - where customers would put a nickel into a slot, and the door beside the slot would revolve, and the food item would present itself. Almost like a room-sized vending machine. Automats were very popular in the 1950s and 1960s, because they offered good, solid food and absolutely no ambiance. What you got was value. This ad said it all.
Let's break it down.
1 |
That Headline.
Look at the size of this font. McCabe wanted to assault you with the fact that atmosphere won't satisfy your appetite. By embracing the downside of an Automat, he shamelessly made it a benefit. |
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2 |
The Art Direction.
I love this layout, probably the work of Sam Scali. Simple, smart and everything serves the idea. All the essentials, no fat. Headline, graphic, logo and tagline. Cheque please. |
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3 |
The Dish.
Not only are the things on this dish inedible interior decorating items, they are perfectly chosen to resemble food at first glance. Steak, carrots, potatoes, veggies - no wait - carpet, candles, light bulbs. So smart. |
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4 |
The Tagline.
I have always loved short, impactful taglines. "It's Not Fancy. But It's Good" couldn't be more direct. Again, so McCabe in its aggressive stance. Proud to be good and simple. Pal. |
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5 |
Guide the Reader.
Everything in a layout should have a different weighting. Clearly, McCabe wanted you to see the headline first, then the visual. I often tell young ad people to listen to how you present an ad, what do you reveal first? That will be your layout. |
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