Saatchi & Saatchi, New York, has produced a new TV and print campaign for Kodak that markets a one-time-use camera to “tweens.” Set in a high school and backed by dance music, a spot that broke Aug. 31 shows classmates flashing pictures of each other with a camera that gets passed along. Print ads feature group portraits on swirling gold backdrops with headlines, such as “Attracts a crowd like flies to the school cafeteria.” The campaign retains Kodak’s standing tagline: “Take pictures. Further.” The copywriter was Will Meeks, and the art director, Dave Wasserman.
Saatchi & Saatchi has also produced two new TV spots for the National Crime Prevention Council that resemble video games, but with a different tact: non-violence. In one spot, McGruff, the crime dog, says, “If a bully bothers you, play it smart and try to talk it out. Or get away and tell an adult.” The tagline: “Play it smart and help take a bite out of crime.” The pro bono spots, which target 9- to 11-year-olds, are expected to break in October.
Young & Rubicam, New York, has launched a print campaign for V-8 that combines quirky headlines and close-ups of the glass-bottled juice. An ad for Spicy Hot V-8 carries the headline, “A full serving of vegetables. From hell.” The head for a Healthy Request V-8 ad: “It can’t actually replace working out, but if you shake really, really well, you might get your heart rate up a little.” The ads will appear in 30 magazines, including Cosmopolitan and Modern Maturity. James Caperimo was group creative director; Bob Murphy was creative director; Murphy, Erich Hartmann, Lori Shepard and Bernie Urban were copywriters; and Toby Trygg was art director.
Korey Kay & Partners, New York, has created a self-promotional advertising campaign. Print ads will break initially in AlleyCat News, a magazine targeting netizens in New York’s Silicon Alley. The ads feature cryptic black headlines on yellow backgrounds, accompanied by fortune cookie-style white banners. Headlines describe the dangers of using an ineffective advertising agency and include:
“Money whispers,” “Bypass wasteland,” “Outsmart not outspend,” “Thoughts prosper,” “Ideas smite dollars” and “The medium is the mess.”
Hampel/Stefanides, New York, has developed three spots for CDnow that debuted during the 1999 Grammys on CBS. The ads broke on MTV, VH1 and Country Music Television on Sept. 7. “Alice” invokes Jefferson Airplane and Alice in Chains.
In “Train,” subway conductor Barry White spins discs while the car fills with straphangers, including Queen Latifah and George Michael. In “Country,” Johnny Cash is seen “walking the line” while Junior Brown strums a guitar and Patsy Cline appears as a star in the sky.
Ads were directed by Mike Bennion in conjunction with Curious Pictures, New York.
DiMassimo Brand Advertising, New York, has been awarded creative and media duties for SmartMoney.com, the online version of SmartMoney magazine. DiMassimo will develop online and offline advertising, set to break this month. Billings are $10-15 million.
The Geppetto Group in New York has completed three 30-second spots for Kids Foot Locker. In one ad, titled, “Dreaming,” a boy leaps over a high-jump bar in the clouds and slam dunks a basketball through a mile-high hoop. He wakes up to find himself in the middle of a classroom and taps his foot against the floor uncomfortably. The sneakers he wore in the fantasy, a voice-over says, are “what your feet dream of when they fall asleep.” Special effects were
created by Method in Santa Monica, Calif.
Landey & Partners in London created a campaign for Riverhead-based Fresh From the Start. The client produces peeled and cut packaged potatoes. A 30-second TV spot shows a woman wandering through a supermarket, where she is handed an array of livestock. “When was the last time someone asked you to pluck your own chicken? Milk your own cow? Clean your own fish?” a voice-over says. “Why should you have to peel your own potatoes?” In a print ad, a woman relaxes in a bathtub; copy reads, “Here’s the deal–you bathe, we peel.” Other executions will include such copy as “You spin, we peel” or “You sun, we peel.” The TV spot will air on the Food Network and during prime time and daytime network shows; print ads will appear in Good Housekeeping, Martha Stewart Living and Working Mother.
Cowley Associates in Syracuse has completed the Syracuse Symphony Orchestra’s Web site, www.SyracuseSymphony.org.
Wright Creative, Maplewood, was awarded direct marketing duties for Springfield-based JMK Auto without a review. Billings were undisclosed. The client’s lead shop, The Manning Agency in Wyckoff, will continue to handle print advertising for the Saab and BMW dealership, although Wright Creative will create print work to appear in German publications.
Gianettino & Meredith, Short Hills, has won Meetings and Convention’s Harvey Communication Measurement award.
The agency’s half-page spread ad for the Atlantic City Convention & Visitors Authority was honored.
Block Advertising & Marketing, Verona, was awarded development and marketing duties for Peggy Karr Glass’s 2000 catalog. The Cedar Knolls-based company sells designer Peggy Karr’s glassware.
Princeton Video Image, Lawrenceville, provided virtual imaging during the nationally televised Sept. 5 New York Yankees-Anaheim Angels game on ESPN’s Sunday Night Baseball. PVI placed ads for Universal Studios’ new movie, For the Love of the Game, as well as for Pepsi-Cola, Office Depot, and Edison International.
Tierney & Partners, Philadelphia, created a one-time pro bono print ad for the National Association of State Universities and Land Grant Colleges to raise awareness of binge drinking on college campuses. The full page, black-and-white ad ran Sept. 10 in 16 newspapers, including The New York Times and USA Today. The ad shows a bottle of “Binge Beer” with the headline, “Hitting college campuses this fall.” Copy refers to the “couple of quarts of liquid courage” that can lead to falling off a balcony, riots and “a little assault between friends.” Rochelle Klein was creative director on the campaign, Buzz Miller served as art director, Patrick Hardy was copywriter and Steve Belkowitz photographed the ad. The Robert Wood Johnson Foundation and Barnes & Noble provided major funding for the $630,000 campaign.
D4 Creative Group, Philadelphia, won a gold Mark award from the Cable & Telecommunications Association for Marketing. Four spots for Comcast Online Communications’ high-speed Internet access service were honored.