Then & NowFowl Play
Cadillac and D’Arcy Masius Benton & Bowles are hoping to play better in this year’s Super Bowl than they did five years ago.
For the 1997 game, DMB&B’s fairy tale starring a leather-clad princess (Cindy Crawford) and a wizard (an animated duck) who gives her a Catera didn’t fare well with critics—or the client. The ad was pulled after a few weeks.
In this year’s spot, set in the 1950s, a man in a ’59 Eldorado breaks away from gridlock traffic and discovers the 2002 CTS, Esca lade EXT and XLR. Scott Hicks (Snow Falling on Cedars) directed, actor Gary Sinise does the voice over, and Led Zeppelin’s “Rock ‘n’ Roll” provides the soundtrack.
It’s part of a new brand campaign to help Cadillac break out of the “humdrum” image the brand has had in the recent past, says Gary Topolewski, chief creative officer at the Troy, Mich., shop.
There is a babe in a Caddy in the new spot, but no ducks are in sight.
Air Jordan and All That Jazz
NEW YORK—Champion three-point shooter Ray Allen was making only about a third of his shots at one point as Spike Lee filmed the new Air Jordan campaign. No matter. The crowd of extras cheered even at the occasional air ball.
Darius Miles and Quentin Rich ard son also feature in three new spots from Wieden + Kennedy, shot in a former synagogue on Man hat tan’s Lower East Side. For the shoot, the building doubled as a jazz club, albeit one equipped with a court.
The Nike campaign was inspired by Michael Jordan’s love of jazz, says Tina Johnson, associate creative director at Wieden’s New York shop. The agency team drew parallels between jazz musicians and basketball players—both build on solid basic skills to create a unique style—and dreamed up a jazz club with basketball stars as headliners. The soundtrack includes the hip-hop and jazz fusion of Gang Starr and Mike Phillips’ smooth saxophone.
The Wieden team tried to match each spot’s music and style to the featured player. Allen’s spot, for example, plays on the Milwaukee Buck’s reputation as a smooth operator, as well as his three-point prowess. And yes, in the final cut, Allen hits nothin’ but net.
Air Jordan and All That Jazz Super Bowl UpdateNot Your Father’s Xerox Cannes Appointments
Yahoo! and Black Rocket, San Fran cisco, will break a 30-second spot on the Super Bowl, titled “Dolphin,” that takes viewers to the island of Palau in Micronesia. It continues the “Do You Yahoo!?” tag as well as the current campaign’s theme showing ordinary folks going to Yahoo! for extraordinary solutions to their problems. The spot will run in the second quarter. … Cliff Free man & Part ners, New York, is keeping Quizno’s “Toasted tastes better” positioning for a 30-second spot in the game. But the caveman featured in previous executions won’t be back. The sandwich chain may buy an additional 30-second spot. … Monster.com will air two 30-second spots. “Fit Guy,” from Arnold, Bos ton, shows footage of unidentified Olym pians competing in their respec tive sports. A voiceover asks, “Take away the crowds … the clock … the other athletes: What do you have left? A really fit guy who needs a job.” Monster’s second ad is not a branding spot—it features black-and-white footage of Rudy Giuliani thanking Amer i cans for their courage and support. The concept was developed in-house at Mon ster’s parent company, TMP Worldwide. Arnold creative director Pete Favat directed both spots.
Xerox hits the airwaves this month with a Joe Pytka-directed campaign from Young & Rubicam, New York, in which people challenge old ideas about publishing, printing and copying technology. In one spot, a curmudgeonly writing professor warns students that bulk printing costs will keep their books from being published, but one student argues that there’s an inexpensive way of publishing any number of volumes. The tag: “There’s a new way to look at it.” The ads will run in the U.S., Canada and Europe, and will also appear during Winter Olympics coverage. A print component featuring Xerox business clients breaks Jan. 29.
This month, Franz Pren ner takes over as CEO of the Inter national Adver tising Festival at Cannes. A veteran of Publicis/ FCB and ORF, the Austrian Broad cast ing Corp., Pren ner is currently president of the Euro pean Group of Television Adver tising. Former festival CEO Romain Hatchuel left the post after four years to pursue other interests in Paris. The Film and Press & Poster juries will be led this year by Jeff Good by, co-chairman of Goodby Silver stein & Part ners, San Fran cisco. John Perriss, CEO of Zen ith Opti media Group, London, was named chairman of the Media Lions jury. The Cyber Lions jury chairman will be George Gallate, CEO, interaction and global brand director on Intel for Euro RSCG, New York. The new Lions Direct jury will be led by Mal colm Speed, chairman and CEO of Rapp Collins, New York.