Creative Briefs



Then and NowMirror, Mirror …

“In the hair business, the moment of truth is when you look into the mirror,” says Paul Norris, group cd at Ogilvy & Mather, Chicago. That’s the case in TV spots breaking this month for Suave’s Hair Vibe product, and—unbeknownst to Ogilvy’s creative team—it also held true in a Suave print ad from 1949.

The new campaign is Suave’s first aimed at “tweens” and airs exclusively on Nickelodeon. In one spot, a girl blow-dries her hair, rehearsing saying “hi” to a boy. Her confidence builds as her hair turns into a full coif. While the vintage ad boasts that Suave makes hair “obedient,” a voiceover in the current spots says, “You’re in control …”

13 Is Lucky Number for Harley

NEW YORK—Carmichael Lynch employees jumped up and down and cheered raucously when their Harley-Davidson campaign took the $100,000 Grand Prize at the annual Kelly Awards here last week. It was the 13th time that the agency’s Harley work has been a finalist, but the first time it won the big money.

“Someone was calling us the Susan Lucci of the Kellys,” admits Jack Supple, chief creative officer of the Minneapolis agency. “I’m not sure it’s true.” (After all, Carmichael Lynch’s Schwinn campaign won in 1994.)

Sponsored by the Magazine Publishers of America, the gala honors magazine advertising for creativity and effectiveness. The winning campaign illustrates the confident, wise-cracking personality CL has crafted for Harley. One ad shows a rider on an open road with the copy, “Somewhere on an airplane a man is trying to rip open a small bag of peanuts.” Another quips, “May all your encounters with the law start with ‘Nice Harley.'”

The runners-up won the new Gold and Silver Kellys. Wieden + Kennedy, Portland, Ore., got the gold for its Nike footwear “Storm” campaign, which elegantly extols the joys of running outdoors. The silver went to DDB Dallas for its McIlhenny Co. “Tabasco labels” campaign with warnings like, “You always want more no matter how bad you got burned last time.”

The new awards—which replace honors for separate campaign elements—reflect the Kellys’ more streamlined judging process and a greater emphasis on effectiveness.

13 Is Lucky Number for Harley Choice Cuts Take Me Out to Memory Lane Back to Nature

Choice Cuts

Bozell takes a theatrical approach in its new $70 million product-focused campaign for Bank of America. One spot depicts a gruff-looking, knife-toting butcher following a frightened customer out of his store and down the dark alleys of Los Angeles. The payoff: The butcher hands the customer his forgotten photo-ID check card. The spot, directed by Dante Ariola, breaks today and will run in 300 movie theaters as well as on TV. When casting the butcher, the agency first considered Jean-Claude Dreyfus, the butcher in Delicatessen who slices up and sells his tenants as choice loin in famine-plagued Paris. After nixing the French actor due to language barriers, Bozell tapped William Lucking, “a tough guy with a tough exterior,” says Bozell group cd Glenn Batkin. The night before the shoot, group cd Brett Howlett provided Lucking with inspiration. “I managed to spill a cup of hot coffee on his leg,” says Howlett. “I genuinely believe [Lucking] was thinking of me when he was running after the guy with a knife.”

Take Me Out to Memory Lane

The Los Angeles Dodgers turn into storytellers in a campaign breaking this month from WongDoody. Fifteen unscripted TV spots from the Los Angeles shop feature players and fans sharing personal baseball experiences. They also introduce the tag, “Every game has a story.” In one ad, Eric Karros recalls childhood fun in the stands, trying to catch fly balls and searching for discarded programs and loose change. Accompanying the nostalgic tales are images of Dodger Stadium shot with an 8-millimeter camera to replicate the feel of home movies.

Searching for images to depict a branding strategy for International Flavors & Fragrances, Neil Powell hit paydirt in the stacks of Barnes & Noble. The principal of New York design shop Powell discovered Foliage, a collection of stark close-ups of leaves and vegetables by Harold Feinstein. A handful of those images—and others in Feinstein’s portfolio—are now the centerpiece of the shop’s new print campaign for IFF, a New York company that manufactures scents for foods and perfumes. One ad shows a cutaway of a purple onion with the headline, “Just one of our many manufacturing plants.” The ads, which broke this month, are running in food trade magazines and fashion books.