THEN AND NOW
The Same, but Different
When Hal Riney & Partners introduced Saturn as “a different kind of company” in 1990, Saturn’s employees were the focus. Now, in the first major work for Saturn from fellow San Francisco shop Goodby, Silverstein & Partners, the cars again take a backseat, this time to drivers.
In Goodby’s initial image spot, which broke last week, people shuffle down the road on foot as if they were driving, illustrating that the car maker thinks of its customers first.
Breaking next month, three dreamy, slow-motion L-Series spots feature everyday driving situations. In one, a couple kissing in a car wash get drenched when they accidentally roll down the window. The aim is to widen Saturn’s appeal, says Jeff Goodby, co-chairman and creative director, from a “folksy-feeling brand to include younger people in suburban and even urban” settings.
The new tagline, “It’s different in a Saturn,” is meant to update Riney’s longtime slogan by focusing more on the driving experience than the retail one, adds creative director and partner Jamie Barrett.
Mystery in a Bottle
NEW YORK—Young & Rubicam today introduces Red Fusion, Dr Pepper’s first flavor extension in its 117-year history, with four spots that don’t mention taste.
“We didn’t want to tip our hand too quickly,” says associate creative director/art director Jordan Atlas, who created the concepts at the New York agency with acd/copywriter Jeff Maerov. The team aimed to generate a sense of mystery for its often-jaded 12-24-year-old target. The campaign breaks on Fox’s Teen Choice Awards and will run in heavy cable and network rotation for the rest of 2002. Spending is $10 million.
The 15-second spots show twentysomethings consuming the berry-infused drink in odd ways. One opens on a red drop moving around a white surface. The camera pulls out to show two guys with straws fighting over the last drop. A street-smart voiceover explains that being Red Fusion is “like being the guy in those cop shows … getting chased through backyards.”
Another spot focuses solely on the drink shot. The team decided on one uninterrupted cut as the fast-talking narrator pokes fun at taste buds “sittin’ at the tip of your tongue, sippin’ new-age mango-flavored tap water.” Says Atlas, “We wanted to show his thirst for Red Fusion was so intense that he takes it down in one gulp, which [the actor] did like 17 times.”
Mystery in a Bottle Silverstein Is Gold ISE Touts Electronic Revolution CDC Gets Bow Wow
Silverstein Is Gold
Rich Silverstein will be one of four inductees into the Art Directors Club’s Hall of Fame this year. The art director and founding partner of Goodby, Silverstein & Partners in San Francisco will be honored Nov. 14 in New York. The other inductees are: Giorgio Soavi, who was corporate design director for Olivetti and discovered young talents such as Milton Glaser, Jean-Michel Folon and Paul Davis; Edward Sorel, illustrator and political satirist for publications such as The New Yorker, Time and The Nation; and Philip Meggs, author and professor of communication arts and design at Virginia Commonwealth University (Meggs will receive the ADC’s Educator Award). The four were scheduled to be inducted at last year’s ceremony, which was cancelled following Sept. 11.
ISE Touts Electronic Revolution
Publicis re-creates the stark, proletarian look of revolutionary posters in the inaugural campaign that broke last week for the International Securities Exchange. By creating the first fully electronic options exchange, “the ISE has invented something revolutionary in the industry,” says David Corr, co-president and ecd at the New York agency. The shop commissioned illustrator Laurence Whiteley from NB Illustration in London and typographer Graham Clifford for the print effort. One ad features a big hand wielding a wrench and reads, “Demand tighter markets.” The tagline, “The time is now,” is meant to create a sense of urgency among traders who are considering shifting business to the ISE from rivals like the Chicago Board Options Exchange and Philadelphia Stock Exchange. The initial six ads, targeting options traders at brokerages, will run in major-market dailies and financial trade publications.
CDC Gets Bow Wow
The Centers for Disease Control and Prevention’s “Verb” campaign to fight teenage obesity is getting help from Bow Wow, the pint-sized rapper and star of Like Mike. PFI Marketing, New York, which has the African American portion of the $125 million effort, recruited Bow Wow for a radio spot breaking this month. The ad, targeting 9-14-year-olds, was written and produced in conjunction with The Concept Farm, New York, and has Bow Wow calling for kids to be active by finding their own “verbs” to do, just as he likes to “bike, hike, spike … and rock the mike.” It was recorded the day after Bow Wow’s sold-out concert Aug. 7 at Madison Square Garden. Despite being “a little tired,” the 14-year-old was a pro, timing his first take to within a fraction of a second, says Gregg Wasiak, co-director of Concept Farm. The team filmed the session at Penny Lane Studios, hoping to turn it into a TV PSA for the fall.
THEN AND NOW