Creative Briefs

Déjà VuDip Schticks

Man’s quirky relationship with his car may be an easy joke for marketers like Jiffy Lube or Honda. But a repeat of the one about the clueless guy and his dipstick seemed too obvious for one adman.

In a spot from McCarthy Mambro Bertino, Boston, two guys stare at a car’s engine. One asks, “What are you looking for?” “Dipstick” is the reply. Not everyone knows cars, says a voiceover, but Jiffy Lube does. An Accord ad from Rubin Pos taer and Associates, Santa Monica, Calif., shows three perplexed men peering at an engine. “What’s that ah, that ah …,” asks one. Another answers, “Dipstick.” The voiceover: “There’s nothing like a little variable valve timing to get people talking.”

“If Jiffy Lube’s agency pleads innocent due to lack of awareness, they are guilty of advertising illiteracy—the ultimate sin for anyone in our business,” charges Larry Pos taer, director of creative services at RPA. Fred Bertino, president of MMB, had not seen RPA’s ad, but notes that the spots lead to different strategies.

Bold, Daring and a Winner

NEW YORK—The national Addys and the New York Festivals have added their picks to this season’s awards winners.

The Addys, to be handed out Saturday at the American Advertising Federation’s national conference in Miami, gives its broadcast Best of Show to the BBDO New York Doritos Extreme spot in which a spokesman tells a male cheerleader, “Yes, my friend, you are bold. But are you daring?” He proves he is by peeking up his partner’s skirt. The top Addy in print goes to GSD&M, Austin, Texas, for its Land Rover campaign, “Wilks, Louvre, Nations Collide.”

The five New York Festivals Grand winners went to agencies from five different countries in its print, poster and design competition, which does not host a ceremony. DDB Dallas won for its McIlhenny Tobasco magazine campaign that plays off the sauce’s label. Top poster honors went to Saatchi & Saatchi, Guangzhou, China, for an ad touting the Victorinox Army Knife, which is pictured as the only tool in a tool box. SSC&B, Mumbai, India, won copywriting kudos for its Strand Book newspaper ad. The PSA award went to Taxi, Toronto, for The Covenant House campaign showing children living in boxes. Weigertporouzwolf, Hamburg, Germany, won in the design competition for a calendar promoting the Endless Pain Tattoo & Piercing Studio; two calendar rings become piercings on a different image each month.

Bold, Daring and a Winner Intel’s B-to-B is a Q&A Keep on Testing Touting Treatment

Intel’s B-to-B is a Q&A

The new business-to-business campaign for Intel from Euro RSCG MVBMS Partners promises practical answers to practical questions. The Santa Clara, Calif.-based chip maker’s global campaign, which breaks Tuesday, features queries such as, “Can a company that doesn’t make computers change the course of computing history?” The responses are, naturally, all in the affirmative. The print, outdoor and online campaign aims to expand people’s perception of Intel beyond just a desktop processor to servers. It’s Intel’s biggest b-to-b campaign, according to Jane Price, the company’s director of business marketing. She declines to specify a figure, but says it’s “in the tens of millions of dollars.”

Keep on Testing

Despite a schedule to rival the glitziest globe trotter, Verizon Wireless’ Test Man is appearing in three new spots, still checking the cellular network’s signal. In three spots that broke last week from Bozell, he’s in the desert, a sports stadium and on a train. “This was an opportunity for us to be more extreme,” says Mickey Surasky, an associate creative director at the New York shop. In an ad shot at the Grand Canyon, Test Man rides a donkey three steps forward and asks, “Can you hear me now? Good.” He repeats the process. The spot was directed by Jesse Peretuz from Cross Road/X-Ray Films. Another spot, shot in the L.A. Coliseum, shows Test Man moving from seat to seat. Since the first spots appeared in January, the character (a.k.a. Paul Marcarelli) has been seen anywhere from NBA courts to the sets of ABC’s According to Jim and the WB’s Dawson’s Creek as part of network cross-promotions. “Managing Paul’s calendar became a real challenge, because too many people want him,” says Surasky.

Touting Treatment

The United Way wanted to encourage support of drug-treatment programs, but its creative team, from Eisner Communications in Baltimore, felt the message needed an emotional connection. “You’re dealing with inertia,” says creative director Stephen Etzine. And while people are aware that treatment works, they forget that many addicts cannot afford it, he says. So the team came up with a print campaign showing the alternative: photographs of unsavory hangouts for drug users, such as an abandoned building or a ratty couch under an overpass. Each bears a sign: “Substance abuse treatment waiting area. Have a seat. Someone will be with you eventually.” The campaign, shot by Stuart Hall (photographer for the current Mercedes-Benz and Harley-Davidson campaigns), features no people. It’s a reminder to readers not to let those in need of treatment become invisible to them, says Etzine.