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Giving credit where credit is due can be a sticky issue around agency creative departments. But at least two Super Bowl commercials made the process easy–they were practically the result of one-man shows. All DDB New York apparently needed to produce an attention-getting Super Bowl spot was creative chief Lee Garfinkel, who served as the creative director, art director and copywriter on the Diet Pepsi ad "Guy Watcher." The spot reprises a theme Garfinkel explored years ago (without the inclusion of Queer Eye’s Carson Kressley, of course—the media wasn’t exactly celebratory of gay culture back in 1994) in a Diet Coke ad showing women ogling a construction worker from an office window.
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