Don Coleman Adds Shell Account, Breaks New Work For Chrysler

Don Coleman Advertising has been named agency of record for Shell Oil Co.’s work targeted at African Americans.
The Southfield, Mich.-based agency was selected for the new account, estimated at $3 million, after a review that included several other undisclosed African American agencies. Marketing executives at Houston-based Shell did not return calls seeking comment.
DCA’s first national ad effort for Shell will break in early 1999 and will feature a full range of media, including TV and print, said Don Coleman, president and founder of the agency.
Meanwhile, the shop is breaking new work for several other clients, including Chrysler Corp., General Mills and Kmart Corp. While all of the spots target African American consumers, they have tested well with general audiences, Coleman said.
“The spots are targeted, but not polarized,” he said. “They have a lot of crossover appeal.”
Two of four new TV spots for Chrysler broke in late October. Both 30- and 60-second versions of “Trendsetter” showcase the Jeep lineup and feature singer Barry White, who urges buyers to “do it Jeep-style.” “New spin,” a 30-second spot for Chrysler’s Plymouth line, features popular gospel singer Kirk Franklin.
A spot highlighting Chrysler’s Dodge lineup breaks Nov. 16, and a new Chrysler brand spot is planned for early next year, Coleman said. The media schedule includes both broadcast and cable networks.
All the spots are slated to run in rotation over the next two years, with the exception of the Jeep spot, which will be revised to include ’99 model year vehicles, he said.
Two 30-second ads from DCA for General Mills have also begun airing. One focuses on Bisquick Flour mix, while the other highlights Betty Crocker frosting. Both are airing nationally, Coleman said.
The agency’s first work for Kmart Corp. introduces the Big Kmart stores. Both 30- and 60-second executions of the spot, “Trust me,” are airing in a dozen markets.