– NEW YORK
BBDO, New York, broke a campaign for Gillette for Women introducing the new Fashion Collection SensorExcel razors and Satin Care shave gels. Directed by photographer Matthew Rolston, best known for The Gap’s “Khakis swing” spots, the ads show dancers jumping on, sliding down and carrying larger-than-life Fashion Collection products. The ads appear during such prime-time shows as Friends, Dawson’s Creek, Felicity and Buffy, the Vampire Slayer; a print effort, tagged “Put some shimmer in your shave,” is running in May issues of Allure, Elle, Jump, People and other magazines. The effort is part of a $75 million global-marketing campaign targeting women ages 12-34.
Ryan Drossman/Marc USA, New York, developed three spots for Gotajob.com tagged “Part-time. Full-time. In no time.” The ads, which broke on MTV, will also be released in theaters as part of a campaign targeting college students across the country. In “Sperm Bank,” a guy is led to a bare room where a TV, beneath a sign reading “You are giving life,” shows wild animals mating. In “Bar Mitzvah,” a blond young man named Christopher prepares for his bar mitzvah. His mother reminds him that he recently had his first Communion and sweet 16. In “Heart Attack,” a boy fakes an aneurysm while his friend sneaks into a concert. The ads stress that there are easier ways to make a buck.
A new campaign from Partnership for a Drug-Free America, targeting parents in the general and African American markets, offers advice on how to positively affect a child’s life, helping him or her resist drugs. The campaign, running in a series of TV and print messages that recently broke nationally, was created by WestWayne, Atlanta. There are two spots for each target audience, “Get Involved,” and “Praise and Reward.” Parents will learn simple but helpful instructions in the “Get Involved” series, including “Know Who My Friends Are” and “Stay Involved In My Life.” In each of the ads, the instructions appear on separate parts of kids’ bodies, including their arms, back and forehead. The “Praise and Reward” spots offer the instructions, “Be My Biggest Fan,” “Say I Did A Good Job,” and “Encourage Me.” The “Get Involved” and “Praise and Reward” ads began appearing this month in magazines in-cluding Reader’s Digest, Time, Newsweek, Black College Today, Heart & Soul, Prevention, Ladies’ Home Journal and American Legacy. The television spots will air during shows such as Frasier, The Drew Carey Show, Providence and Cosby. The ads are part of the $185 million federally funded national youth anti-drug media campaign.
Cydoor Technologies, a New York-based developer of OnSoftware, a technology that allows software programs to display Internet ads and execute e-commerce transactions, entered into an alliance with shareware company Ashampoo. The partnership will distribute a Cydoor-enabled version of AudioCD MP3 Studio 2000, an application that allows users to create their own audio CDs from MP3 files and to convert MP3 files to Wave or Audio files.
Karen Spencer Design, Armonk, has won two silver statues from the 2000 Summit Creative Awards. The agency won the awards for its self-promotion mail piece, “KSD Diner Card,” and a consumer Web site it created for Victoria James Executive Search in Stamford, Conn. Karen Spencer Design also has obtained two new clients, GiantBear.com, a Web-to-wireless content-exchange and information-management service and applications developer, and EmployeeMatters, a Web-based service that integrates human resources management and legal compliance.
JSM, New York, composed original music for two spots, “Billboard” and “Rocket,” which were created for Kool-Aid by Ogilvy & Mather, New York. In the first, two kids sit in the back seat of their mother’s car on a hot day when they notice the winking Kool-Aid man on a billboard. The cartoon bursts into life and beckons the kids to join him; all three leap into another billboard, this one for a water park, where they swim in a strawberry, orange and blueberry ocean. The second spot promotes new flavors Blue Moon Berry and Solar Strawberry Starfruit. The ad begins with three kids launching a toy rocket filled with Kool-Aid in their backyard. Then an enormous rocket appears and sucks them into a party, where aliens dance with the Kool-Aid pitcher, who says, “The drinks are on me!”
DraftWorldwide’s New York office has added three interactive accounts, InfoPost.com, Fotobug.com and MoneyUnion.com. Total billings are estimated at $30 million. InfoPost.com, New York, is an online exchange for digital content that allows users to post, purchase or view any type of intellectual property such as photography, art, musical compositions and writing. Fotobug.com, in Pennsylvania, is developing a site that will provide online photo-finishing services for consumers.
MoneyUnion, New York, is creating Mybestinterest.-com, an Internet financial marketplace that will enable consumers to access both loan and deposit products at wholesale rates.
Len Dugow & Associates has been selected by CapitalEngine, an online commercial real estate investment bank, to launch its business-to-business branding and ad campaign worth more than $3 million. The campaign from the New York agency will target commercial real estate owners, equity investors and institutional investors. LD&A will create a fully integrated campaign for the bank, including print advertising, direct mail pieces, online efforts and collateral materials.
McCaffery, Ratner, Gottlieb & Lane in New York has created the latest national campaign for Hoyo de Monterrey Excalibur cigars. The recent print and radio ads focus on the brand’s flavor profile, emphasizing its rich Honduran Cuban seed tobacco combined with the finish of the cigar’s Connecticut Shade wrapper. The print ad, which debuted in this month’s issue of Cigar Aficionado, features the cigar perfectly balanced on a dramatically lit stone sphere. Reinforcing the print ad, a 60-second national radio spot debuted in top U.S. markets this month. During the spot, listeners hear dramatic sounds of a blacksmith’s blazing furnace, hammered steel and clanging swords. A “sword” is crafted to be perfectly balanced from blade to hilt, and the noblest sword of all is called Excalibur.
– NEW JERSEY
A discussion titled “The Buyer-Seller Dance: Who Really Leads?”–sponsored by the Association of Graphic Communications–will take place at the Landmark, 26 Route 17 South, East Rutherford, at 5:30 p.m. on Tuesday, June 6. The discussion will be introduced by Marshall Mermell, AGC board member and partner at advertising and marketing organization Creative 911. The event will be led by Shulman, Turrisi & Associates’ Kevin Shulman, a speaker on sales training, profiling and client development.
Elisco Advertising, Pittsburgh, has won a new account, Hermitage-based Forney, a manufacturer and marketer of construction-materials testing equipment. Elisco will handle all aspects of Forney’s marketing communications, including print, direct marketing, public relations and e-commerce.
Roska Direct, Montgomeryville, won two awards at the 63rd Annual Philly Gold Awards Show. The agency’s campaign for Pfizer/Parke-Davis Pharmaceuticals’ “Close to the Heart Program” won the Philly Gold in the pharmaceutical/medical promotional category. Roska Direct also received the award for Web site design in the business-to-business category for PetFoodDirect.com.
Philadelphia-based Hanson Associates designed a menu for China Grill Restaurant, in New York and Miami, which recently was named “Most Creative Menu 2000” by the New York State Restaurant Association. The menu’s half-moon shape, parchment paper and copper, bronze and gold imagery echo the architecture and design of the restaurants’ interiors.
Guinness and Bass, Stamford, are offering two promotions this summer that offer adults the opportunity to win trips abroad. The promotions both begin this month and continue through August. In the on-and off-premise “Bass Ale, Laugh Your Bass Off,” consumers have the chance to win a trip for two to London. In select U.S. markets, consumers may enter the contest by calling, writing or e-mailing their best joke to the local radio station partner. Weekly winners will qualify to tell their joke live at a Bass Ale Comedy Bash in which they compete to be the funniest act. At the Bash, winners will have the chance to win the grand prize trip to London. Guinness and Bass then team up for “Play-A-Round With Guinness and Bass,” a summer-long golf promotion. The national sweepstakes enables consumers to enter to win the grand prize to “Play-A-Round” in Dublin and London, attend a “Brewery Bash” at both the Bass and Guinness breweries and go on pub crawls touring some of the hottest bars in Dublin and London. Consumers can enter this contest via online registration at playaround2000.com, the sweepstakes entry form in a “take one” brochure available on and off premise or on-premise scratch-and-win cards that double as entry forms.
– NEW YORK