Campaign: Lubalin Spasm
Name of Product: Bentyl
Name of Company: Merrell
Agency which created Ad: Sudler & Hennessey
Agency submitting: Sudler & Hennessey
Creative/Account Team: Copy: Don Clark; Art: Herb Lubalin; Photography: Carl Fischer
Creative Rationale: At Sudler, we believe that type is an essential element of creative design.

This is the legacy of legendary Creative Director Herb Lubalin, who brought an extraordinary sense of graphic design and typography to all his work.

While Herb is known for the fonts Avant Garde and Lubalin Graph, here he uses a somewhat less well-known typeface, Slinky, to make SPASM not just a word, but also a demonstration.

Herb believed that we should let type talk, and in this ad, its message is loud and clear.