Déjà Vu: Soup’s On … and On
Dads slurp soup with their kids in ads for Campbell’s and Walnut Acres Organic soups.
In the Campbell’s ad from BBDO, New York, a father comforts a daughter who has lost a tooth by showing her how to slurp through the gap in her teeth (top picture). In the Walnut Acres spot from Ber lin, Cameron & Partners, New York, a father and son compete for the biggest slurp. A series of supers and voice-overs lists ingredients such as organic veggies and “the idea that harmony with nature is good.”
“I wouldn’t worry if the ads ran back to back,” says Berlin, Cameron creative director Izzy Debellis. “They say vastly different things.” Debellis also notes that Walnut Acres targets socially conscious consumers.
John Faulkner, director of corporate and brand communications for Campbell Soup Co., had not seen the Walnut Acres spot, but he notes that the Campbell’s ad focuses on how the soup is enjoyed between generations.
DALLAS—In a departure for Land Rover, GSD&M of Austin, Texas, adds whimsical humor to a campaign for the Free lander in which would-be passengers imagine going on wild drives.
The comedic approach—motivated by the model’s slightly younger and more aspirational target audience—was “a tough sell” to Ford executives, says creative director Jeremy Postaer. In the three-spot campaign, which broke last month, the Free lander triggers a kind of trance in on lookers, who ask the driver to “take me with you.” The ensuing montage shows them fantasizing about a drive through exotic terrain. In one, a toll-booth attendant yearning to see the wilds of Tan zania shouts to the driver, “I don’t take up much room. … I eat very little. … I can start a fire with two sticks!”
The international locales had to be simulated because of the client’s moratorium on foreign travel post-Sept. 11. “It just goes to show how little you need to fool the mind,” says director Baker Smith of Harvest, L.A. An African plain was conjured via a lone giraffe placed in a California landscape; a Swiss-style village in Aspen, Colo., made for an Alpine backdrop. Before Brazil could be re-created in Hawaii, however, a medicine man performed a blessing ritual on the site, which was atop the remains of an ancient village in Kauai.
Phil or Phyllis?
Samuel Adams Lager’s recent campaign sent its new agency, Big Chair, out to pick apples—Adam’s apples. Touting the Boston Beer brew as a tasty party beer, spots show twenty somethings losing their train of thought after just a sip. In one hot-and-heavy scenario, a woman confesses to her impassioned date, “I’m a trans sexual. My name used to be Phil.” As she points to her Adam’s apple, the man says, “I gotta go”—but after a sip of Sam Adams, he asks, “What was I saying?” “You were about to nibble on my lip,” she tells him. “Casting for an Adam’s-apple model was an interesting experience,” says C.J. Waldman, creative director at the New York creative boutique/production company. “We were basically looking for a hairless guy.” They ended up selecting a self-described transvestite “entertainer” (“I didn’t ask [exactly] what he did,” says Wald man). “Guys are pretty simple at that age—they want to have a good time and hook up,” Waldman says. “But I didn’t want [the spots] to be about bimbos in a bar.” The saucy campaign rolled out in five test markets last month.
A New Classic
Bartle Bogle Hegarty went the distance for its upcoming Ree bok “Classic” print campaign, which may be its last for the brand (Reebok consolidated its account with the Arnell Group in October). The New York shop agreed to a shoot in London to clinch a deal with photographer Nadav Kan der, who is based there. He and the BBH team advanced the 3-year-old-campaign with an effort directed at teens and twentysomethings. Kander’s black-and-white photos, which he describes as “hard and dark, a bit Hitchcock-like,” show ethnically diverse youngsters in “classic” situations. In “ToughChoice Clas sic,” for example, a girl lounging against camouflage wallpaper tries to decide which pair of Classics to wear. The under-$10 million campaign, which breaks in February, differs from previous executions in its emphasis on situations over portraits. No sets or models were used—Kan der prefers actors and real places. For “Tough Choice Classic,” the team looked at 15-20 teenagers’ rooms before finding the right one. “That camouflage wall paper the kid had drawn himself was unexpected,” says Kan der. “We never could have designed that.”
The Association of Independent Com mer cial Producers has elected new national officers. Alfred Califano, a partner at Wildlife Management, New York, will serve as chairman for 2002. Mark Androw, a Chicago-based partner at The Story Com panies, is vice chairman. Frank Scherma, the Los Angeles-based president of @radical.media, is treasurer. AICP president and CEO Matt Miller and secretary and legal counsel Stephen Stein brecher continue in their offices.
Déjà Vu: Soup’s On … and On