Buddy Lee Gets a Buddy

Buddy Lee gets a sidekick in two Fallon spots that break in August. The bald spokesdoll took a back seat in last year’s commercials for Lee Dungarees, which showed a collage of images (a man, an emu and sorority girls, for example) and asked, “Is it coincidence or part of something bigger?” Buddy Lee appeared only as a logo tag on the jeans. This year, he’s front and center in two spots that reprise “Man of action,” Lee’s original tagline from 1998. In the ads, titled “Men of Action,” Lee is a crime-fighting cop with a tough-talking partner. A split-screen device and campy dialogue (“I’ve gots to get me some of those jeans”) give the ads a cheesy TV-series feel. The team, including ecd David Lubars and cd Harvey Marco, took inspiration from cop schlock shows like Fastlane, Marco says. “It’s a fun way to drive home what Lee is all about,” he explains. Other creatives include art director Tom Riddle and copywriter Courtney Culligan. The spots break Aug. 4.

Tips for Today’s Playboy

Guys wearing Axe can’t escape the herds of women coming their way, or at least that’s how Bartle Bogle Hegarty’s new print execution portrays it. The 21-page booklet, produced by the New York shop, breaks in July magazines that include Stuff, FHM, Maxim, Source and Spin. “Coping With All the Ladies” includes chapters on “How to Slip Out Without Waking Her Up” and “How to Turn a Fivesome Into a Manageable Threesome.” Black-and-white illustrations accompany each numbered step, instructing overwhelmed gentlemen how to evade their fans. William Gelner, BBH group creative director, says his team chose the approach because they “wanted something that lived beyond the page … something entertaining enough that guys would tear it out and share it with their friends.” It’s designed to be tongue in cheek enough not to offend women, Gelner notes. “At the end of the day, if girls find it uncool, then guys won’t wear it,” he says. “We’re pushing the envelope, but we’re not going over the edge.”

An Emmy for Goodby

Goodby, Silverstein & Partners has won its first-ever television Emmy, for a public service announcement for the Marin Cancer Project. The TV spots go for shock value in an effort to draw attention to the unusually high cancer rate in the Northern California county: Residents are seen going about their business, apparently oblivious to dead bodies lying on the ground. “People are dying, and nobody seems to notice. Isn’t it time we found out what is going on?” says the voiceover. The PSAs helped to recruit as many as 1,000 volunteers to the nonprofit organization, says Judi Shils, director of the project. “The [spots] were very controversial and very edgy. I had some trepidation,” she says. “But I listened to the wisdom of Jeff [Goodby].” Agency co-founder Goodby was creative director on the spot, Todd Lamb was art director, and Julie Rath was copywriter. The Emmy was awarded by the San Francisco/ Northern California chapter of the Academy of Television Arts & Sciences.

Awards Roundup

Alex Bogusky preached agency teamwork at the Effie Awards in New York last Wednesday. “It staggers the minds of other agencies that two agencies can come together,” said the executive creative director at Crispin Porter + Bogusky, which partners with Arnold in Boston on the American Legacy Foundation account. “It’s something we should do more often. It works.” It worked for the Miami shop and its “Truth” anti-smoking campaign teammate, which tied for the Grand Effie with New York-based TBWA\ Chiat\Day’s “Austin” campaign for Embassy Suites Hotels. That work shows the hotel from the point of view of a boy named Austin. The New York American Marketing Association sponsors the event, which honors effectiveness in advertising. … At the American Advertising Federation’s Addy ceremony on Saturday in Los Angeles, DeVito/Verdi in New York won broadcast best in show for its National Thoroughbred Racing Association radio ads that describe daily events in the style of a horse-race announcer. Bozell in New York won print best in show for a New York Times campaign tagged, “Look deeper.” … At the British Design & Art Direction awards in London on May 28, no golds were given out, but 53 silvers were presented, the most ever in the 40-year history of the show. Bartle Bogle Hegarty in London took home seven silver Pencils, including three for Microsoft Xbox spots (“Champagne” and “Mosquito”) and three for Audi U.K. commercials (“Bull” and “Influence”).