New Campaigns

Eastern
Client: Feld Entertainment, Vienna, Va.
Agency: Griffin Bacal, New York
Creative Director/Writer: Dan Lombardi
Associate Creative Director/Art Director: Mark Mazut
Director: Gene Cernelli
Griffin Bacal has produced two 30-second spots, one appealing to boys and the other to girls, in a $10 million campaign for Feld Entertainment’s Walt Disney World on Ice Hercules show. “Action/Adventure” and “Romance,” which break on New York TV stations this week, both show live-action highlights from the ice show version of the animated film. As skaters in full costume swirl and glide around a rink, a voiceover describes the show as an “ice spectacular of heroic proportions.” There is no tagline as such. The spots, said agency president Paul Kurnit, emphasize “the adventure [for boys] and the romance [for girls] rather than showing off the prowess of the skaters.” Print ads will run in The New York Times and local media on the show’s tour schedule. Feld’s main rivals are the Ice Capades and various family-oriented circuses. Last year the client spent about $15 million on advertising, according to Competitive Media Reporting. –Rob Lenihan

Client: Maxwell House, White Plains, N.Y.
Agency: Ogilvy & Mather, New York
Copywriter: Will Meeks
Art Directors: Frank Guzzone, Stephanie Ollenberg
Ogilvy & Mather plays up the heritage of Maxwell House coffees, one of the nation’s oldest brands, in an outdoor campaign running in select markets in the East, West and Midwest, with about $3 million in spending. The boards feature straightforward graphics of the brand’s cup ‘n’ drop logo and blue-ridged can with copy such as, “We saw this coffee craze coming (about 105 years ago),” “105 years old and still perky in the morning” and “America’s house blend since 1892.” Ross Sutherland, the agency creative director who recently took over duties on the $80 million account, said that Maxwell House has “the right to editorialize on this newfangled interest in coffee.” The outdoor work is the first step in a more graphic approach in which the logo will be “re-established” as the “instant signature” of Maxwell House advertising rather than its venerable tagline, “Good till the last drop.” Said Sutherland: “Why spell out ‘Good till the last drop’ when you can do it in the blink of an eye with the cup ‘n’ drop?” President Theodore Roosevelt is said to have first uttered the line. “Teddy was the original copywriter,” said Sutherland. Maxwell House instant coffee sales slipped 9.9 percent in the 52 weeks until Oct. 12, according to Information Resources. –Michael McCarthy