Creative Briefs



199220001998Inside Intel

The challenge for Intel’s first consumer advertising was to make a computer chip sexy. Euro RSCG/ DSW Partners responded with the “electronic fantasy” campaign, animating the processor’s features via George Lucas’ Industrial Light and Magic. “It made the inside of a computer an OK place to be,” says Jeff Bagley, agency partner and CD.

Four years later, the Salt Lake City agency created the dancing Intel technicians, who later gave Homer Simpson a smarter brain. “That campaign put us on the map as a consumer brand,” says John Travis, worldwide consumer promotions director at Intel.

Current ads from Messner, Vetere, Berger, McNamee, Schmetterer/ Euro RSCG feature the Blue Man Group. “They came with their own level of creativity” and helped develop the concepts, says CEO and chief creative partner Ron Berger.

First Aid for Recruiters

London’s Design and Art Direction has partnered withGetty Images, one of the industry’s largest stock-visual resources, to produce the D&AD GettyOne Bloodbank, a Web site devoted to young talent.

Launched earlier this month, the site showcases key projects from about 100 people, who are graduating from school or beginning their first year of work in the industry. Animation, illustration and package design are among the 14 disciplines represented, though the vast majority fall under advertising, photography and graphics.

D&AD chief executive David Kester estimates that 99 percent of the rookies featured on the site are winners of young creative awards or distinguished students in programs from organizations such as D&AD and the Association of Photographers in the U.K. “Other people have simply paid to get on a job site. Nobody can apply to Bloodbank; you have to be selected,” says Kester.

In order to reach its goal of 500 to 1,000 creatives showcased on the site within a year, and to increase the percentage of international talent, Bloodbank will build partnerships with more international organizations, adds Kester. The venue is currently trying to develop U.S. alliances to add to partners The One Club and the American Institute of Graphic Artists.

First Aid for Recruiters Chin Up Zyman SaysPeople

The presidential election isn’t the only thing that’s been turned on its head. In a spot from FCB in San Francisco for Water Pik’s Flosser, two inverted face puppets are harassed by index fingers wielding dental floss. Sound bizarre? It’s nothing compared to the casting session, which consisted of hundreds of videotaped mouths viewed on an upside-down monitor. “We had to find actors who had the bizarre ability to contort their faces to look like miniature [upside-down] faces,” says copywriter Mike Towell. The actors then spent up to three hours at a time with their chins in the air and a small set strapped to their heads. The spot broke last Monday and will run on ABC, NBC and cable stations.

Former Coca-Cola chief marketing officer Sergio Zyman’s New York-based marketing firm, Z Marketing, launches a print campaign from Ogilvy & Mather, New York, today in The Wall Street Journal and other publications. The seven executions show him in various poses, along with a quote, such as “Zyman: Marketing as we know it is dead. And every day, more marketers crawl into the grave with it.”

A year after leaving Fallon for stints at Goodby, Silverstein & Partners and Black Rocket, both in San Francisco, Harvey Marco has returned to the Minneapolis agency. Marco, who was a group creative on Lee Jeans, works as an art director and supervisor on accounts where needed, including United Air Lines. … Freelancer Brian Gold has joined DDB in New York as associate creative director on Reuters, Cigna and PlanetFeedback.com. … The Martin Agency has hired novelist Kathy Hepinstall. As creative director of the Richmond, Va., agency’s San Francisco office, Hepinstall will focus on the $10 million-plus account of Charles Schwab & Co. … Richard Mahan, who last November became one of four executive creative directors at Grey Worldwide, has left the agency to join McCann-Erickson in Los Angeles in the same role. Mahan will work on all agency business there, including Nestlé and Boeing. Rapp Collins Worldwide in New York has promoted group creative directors Doug Klein and Tony Lamont to senior vice presidents, co-creative directors.