CREATIVE DIRECTOR: JEFFREY GOODBY

When Goodby, Berlin & Silverstein co-principal and co-creative director Jeffrey Goodby set to work on the Sega of America campaign, he needed a voice that captured unmistakeably the attitude of teenage boys. Like a baseball cap worn backwards, it had to be cool, insider, anti-adult and genuine. What sets the Sega campaign apart is not just what the ads say, but the way they say it. ‘Kids know they are talking directly to them,’ says Peter Angelos, creative director at Young & Rubicam/S.F.,