Background

The Company was set up a few years ago to handle after-sales service and support for both Messier-Dowty and Messier Bugatti.

Positioned as the only company specialising in landing gear systems, Messier Services appointed The Square to help raise awareness of the new company.

Solution

The advertising homed in on the essence of what airlines want from a services operation - minimum downtime.

By using the scientist Isaac Newton who invented the Law of Gravity with his famous falling apple, a strong analogy was drawn with the company's philosophy which said that, although what goes up must come down, with Messier Services' help it will go back up again as soon as possible.

Results

For such a low-level category the ad has achieved outstanding recognition. In the regular ATW Ad Awaeds, it won Overall Ad of the Year in 2006 and won Gold in 2007.