If you are going to spend money on a print ad, make sure you have something to crow about. One of the ways to do this is with cleverness and humor. Humor is something easy to remember. It sticks in your mind. Basic house shots and head shots is what everyone opts for and are easy to miss and a big yawn to anyone who looks at it.
This ad in one of the recent Wine Spectator publications stood out! It elevated the look of the ordinary black rooster logo. He now has a title and new fine clothes. was elevated to his lordship, no less. This ad promotes all the wineries that are produced within the Chianti Classico region. They follow this guideline "Chianti Classico wines must contain a minimum of 80 percent of the Sangiovese variety. The remainder can be made from native grapes such as Canaiolo or Colorino, Wines made only from Sangiovese have been permitted since 1996."
If you are going to use a tone of humor and or cleverness, be sure it fits your personality and brand. If not, your crowing will fall on deaf ears!