Hill, Holliday Ads Promote New England Storm

Hill, Holliday, Connors, Cosmopulos’ first campaign for the New England Storm of the Women’s Professional Football League contrasts idyllic images with smashmouth copy.

Tagged “It’s our turn to play,” four 30-second TV commercials open with stock footage of clouds, sunsets, the sea or fields of flowers. A woman’s voice, at first serene and introspective but building in intensity, delivers a series of unexpected punch lines to underscore the serious competition and hard-hitting action the Storm hopes to deliver.

One execution, “Shore,” shows a woman gazing into the ocean as the voiceover says: “What makes me feel like a woman? That’s simple. Nothing makes me feel more like a woman than pile-driving the fullback so hard into the ground a half dozen bloody little teeth come shooting out of her mouth.” Spots close by encouraging viewers to visit the team’s Web Site at www.new-englandstorm.com.

“Our goal is to show people that women’s professional football is competitive, exciting and fun,” said Storm player/-owner Melissa Korpacz. The team in 2000 won the National Conference Championship and this year plays home games at Hormel Stadium in Medford, Mass. The season runs through October.

Hill, Holliday volunteered to create the ads pro bono to help a client that couldn’t afford to pay for promotions. The shop believes the Storm represents an opportunity to win industry awards, said Marty Donohue, senior vice president/-group creative director at Boston-based Hill, Holliday, who fashioned the copy for the ads. “It’s selfish, but we know we’re helping [Korpacz] out,” Donohue said.

The ads will air on FoxSports Net New England and are being distributed to other regional broadcast outlets as public service announcements.