Creative Briefs



ClassicsAnimal Instinct

The Super Bowl, fine ad showcase that it is, often feels like a trip to the zoo—with its varied demographic entertained by an attendant men agerie of nonhumans, from dancing bears to thirsty ants.

Super Bowl XXXV looks to be no different, as Fallon lets loose CGI-animated squirrels for EDS and Goodby, Silverstein & Partners puts a live monkey center stage for E*Trade. It’s a rich tradition that counts among its bright spots the 1995 premier of the Budweiser frogs from D’Arcy Masius Benton & Bowles and McIlhenny Tabasco’s exploding mosquito in 1997 from DDB. Even Bugs Bunny had his day in the Super Bowl sun, co-starring with Michael Jordan in Wieden + Kennedy’s 1992 “Hare Jordan” spot for Nike.

Money on the Line

It’s a far cry from dancing monkeys or singing sock puppets, but it could be the “gee whiz” moment at this year’s Super Bowl. For the first time, the digital first-down line will feature logos from corporate giants like FedEx, General Motors and Pepsi. The catch? American viewers won’t get to see it.

Princeton Video Images, the Lawrenceville, N.J.-based company responsible for developing the computer-generated yellow swath marking the first-down line for all games broadcast on CBS, is planning sponsored lines for international feeds of Super Bowl XXXV. An estimated 700 million viewers in 200 countries will see a corporate name or logo on one end of the line. The advertiser will be tailored according to country and changed each quarter of the game.

Branded virtual first-down lines, which cost about as much for one quarter as a 30-second commercial, may not be limited to overseas broadcasts for long. “The NFL has always used the international feed as a place to experiment before integrating or approving anything for domestic use,” says Sam McCleery, vp of business development at Princeton Video Images. “They’ll see how it’s received and judge that.”



Money on the Line Arnold Tops IAAA Awards Honoring a Pair of Legends Photo Finish

Arnold Worldwide, Boston, won Best of Show for a Volkswagen print campaign titled “Foot, Hand and Hair” at the 6th annual International Automotive Advertising Awards, held Jan. 10 in Royal Oak, Mich., in conjunction with the North American International Auto Show. The ads zero in on body parts that offer telltale signs of VW ownership, such as a wind-tossed hairdo and a palm imprint of a gear shift. Arnold received the most honors, winning four golds (out of 14 awarded in all) and 35 silvers for its VW work. Team One Advertising, El Segundo, Calif., was the second most-honored shop, receiving seven golds and 28 silvers for its Lexus ads. Other gold winners included Publicis & Hal Riney, San Francisco, for its Saturn Vue Internet work and TBWA\Chiat\Day, Playa del Rey, Calif., for a Nissan print ad. Campbell-Ewald, Warren, Mich., took home four silvers for its Batman ads for General Motors’ OnStar division. Deutsch in Marina del Rey, Calif., received four silvers for Mitsubishi work. Work from 30 different countries was judged by an international panel of advertising executives.

The One Club will induct David Abbott and Harry Jacobs into its Creative Hall of Fame at its 40th anniversary dinner in New York on Feb 5. A 40-year veteran copywriter, Abbott co-founded the U.K.’s largest ad agency, Abbott Mead Vickers/BBDO, in 1978 and served as its chairman and creative director until he retired in 1998. Jacobs, chairman emeritus of The Martin Agency in Richmond, Va., is credited as one of the first creative leaders to take the writer/art director team concept out of New York. He is also one of the founding board members of Virginia Common wealth University’s Ad Center.

For the first time, two spots have tied for television sweepstakes honors at The Hollywood Radio & Television Society’s International Broadcasting Awards, unveiled today at the opening luncheon of the NATPE convention in Las Vegas. The winning spots are “Kiss,” a Hallmark ad from Leo Burnett, Toronto, in which a schoolboy enjoys short-lived success reading Hallmark poems to girls on the playground; and “The Light of the 21st Century,” an animated spot for Matsushita Electric Industrial Co. by Toho kushinsha Film Corp., Tokyo, featuring a message of energy conservation. Top honors in radio went to KOKO Productions/8th Ave Sound Studios, Vancouver, B.C., for a St. John Ambulance ad.