Creative Briefs

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Branding Bowie

It doesn’t take a lot to make David Bowie look cool. To promote the star’s 28th release, Heathen, Gary Koepke, creative director and co-founder of Modernista!, opted to keep it as simple as the Gap ads for which the Boston shop is known. So Koepke just had Bowie perform and let the camera roll. Clad in all white with sexy, tousled hair, Bowie sings the first single, “Slow Burn,” in a commercial that breaks in spot markets this month. The ad, which will air in 30- and 60-second versions, marks Koepke’s directorial debut.

Koepke first paired up with Bowie last year when Modernista! was considering using the rock legend in a Gap campaign. (The idea fizzled when the agency lost the account.) Although Koepke notes the Heathen spot was a special project, future collaborations with Bowie have not been ruled out. “I do see David Bowie as a brand,” he says. The two-day shoot took place in The Looking Glass studio in New York. Adam Owett at Sony Music Entertainment, New York, served as the executive creative director; Bowie wrote the treatment.

Ogilvy Wins Grand Effie

NEW YORK—Ogilvy & Mather’s IBM “E-Business Infrastructure” campaign, which won the Grand Effie at last week’s Effie Awards, is credited with creating $152 million in new business opportunities. The work includes a spot in which a CEO loses his cool on live TV by promising to be “wireless ready” in one-third the scheduled time. The ceremony, sponsored by the New York American Marketing Association, honors advertising effectiveness.

The New York agency also won a silver Effie for its IBM “Easy to Buy PCs” campaign.

Leo Burnett won the most Effies, with 11. The Chicago shop garnered golds for its Altoids, Heinz, Polaroid i-Zone and U.S. Army campaigns. Silvers went to campaigns for Handspring Visor, Nin tendo Conker’s BFD, Kellogg’s NutriGrain, Disney Cruise Line and Altoids. Efforts for Morningstar Farms and Tampax Compak won bronzes.

Arnold, Boston, won seven Effies. The agency earned four golds for Monster.com, Royal Caribbean International, Titleist Pro V1 and Volkswagen Jetta work. Silvers went to Citizens Bank and Volkswagen New Beetle campaigns. Volkswagen work also won a bronze.

Other multiple gold-winning shops were Young & Rubicam, New York, with two golds for Chunky Soup and 7Up campaigns, and TBWA\Chiat\Day, Playa del Rey, Calif., with two golds for Nissan Frontier and The Museum of Contemporary Art campaigns.

Ogilvy Wins Grand Effie ‘Bite Me,’ Says Lubars The Plot Thickens Fish Nets

‘Bite Me,’ Says Lubars

Last week Fallon’s BMW Films campaign was again the source of debate at a creative show, this time from The Association of Independent Commercial Producers. The AICP judges questioned whether the campaign’s star-studded short Internet films fit into a show celebrating the “art and technique of the American television commercial.” The work had been disqualified from the British Design and Art Direction competition, as David Lubars, president and executive creative director of Fallon, Minneapolis, pointedly noted during his presentation at the AICP Lecture Series. (He also expressed his opinion with a series of slides that read, “To D&AD: Bite me.”) The AICP judges, however, ultimately decided to include the campaign, honoring “Star” for advertising excellence and “Powder Keg” for talent/performance. “The discussion [about BMW Films] is a healthy one—and necessary,” says judge Jon Kamen, proprietor of Radical Media. “We’re talking about what communication is going to be.” The big winner of the evening was much less con troversial: Wieden + Kennedy, Portland, Ore., took nine honors for its Nike, Miller High Life and Powerade work.

The Plot Thickens

Cliff Freeman and Partners, New York, landed the $100,000 Grand Prize at the 11th annual Radio Mercury Awards last Thursday in New York. The winning spot, Hollywood Video’s “60-Second Theater” parody of Hannibal, is part of a 4-year-old campaign that boils down movie plots to sharp, satirical nuggets. It was written by Cliff Freeman’s Adam Chasnow and Ian Reichenthal, and produced by Kath erine Cheng.

Fish Nets

Indoor sports arenas are the main media palette for a new Benihana campaign from The Romann Group, New York. Long, thin banners were recently strung in arenas in Los Angeles, San Francisco, Dallas, Houston and New Jersey Nets home East Rutherford, N.J. One banner shows two fish, each with two holes in its midsection, swimming away from the headline, “The freshest sushi in town.” Another features a series of shifty-eyed gazes on the part of a thirtysomething man, the last depicting him cross-eyed with a shrimp attached to his nose. The headline: “An experience at every table.” The banners appear over the tunnel doors that lead to seats. Why arenas? Because, like sports arenas, the Japanese-restaurant chain, with its showman chefs, attracts groups of friends who enjoy great performances, says Gad Romann, agency principal and creative director. The creative team included art director Ken Fukuda, copywriter Valeria Boldyrev and art director/copywriter Carol Holsinger. Romann and Ann Lemon were the creative directors. The campaign includes billboards and radio spots.