Client: Toyota Motor Sales, Torrance, Calif.
Agency: Saatchi & Saatchi Pacific, Torrance, Calif.
Creative Director: Joe McDonagh
Art Director: Walt Harris
Copywriter: Shane Strudwick
Producer: Jonathan Whitehead
Toyota’s 1997 Motorsports campaign is its most aggressive push to date in advertising its involvement on the race car circuit. ‘The amount of work is at least three times Toyota’s typical effort in terms of creative,’ said Saatchi creative director Joe McDonagh. The client is stepping outside motorsports media and into more mainstream programming and publications to position itself as a major player in racing. Print and TV work attempts to humanize drivers and their sport. With vivid analogies, the ads try to explain what it feels like to be behind the wheel of a race car. –Kathy Tyrer
Client: Hollywood Park Race Track, Inglewood, Calif.
Agency: Houston Helm and Co., Los Angeles
Creative Director: Dan Mountain
Art Director: Dennis Mickaelian
Copywriter: Marty Lipkin
Producers: Pat Collins and John Harris
Director: Francis Mohajerian, Megahertz Pictures, Venice, Calif.
Attracting the Gen X crowd to the horse races is the aim of this new campaign. A TV spot, which began airing last week, shows a man reading a personal ad. A voiceover reads, ‘Athletic, dark-haired beauty, with fabulous legs, out for a good time.’ The ‘woman’ invites the reader to ‘meet her at the park’ as the spot cuts to racing action. One horse, not surprisingly, is named Dark-Haired Beauty. –Teresa Buyikian
Client: Zions Bank, Salt Lake City
Agency: Williams & Rockwood, Salt Lake City
Creative Director/Art Director: Scott Rockwood
Copywriters: Scott Rockwood and Jack Becker
Producer: Alan O’Conner
Director: Scott Rockwood
In its newest advertising campaign for Zions Bank, agency Williams & Rockwood has created five 30-second television commercials featuring two fictional characters named Mary and Marcia. The jovial women appear in the ads with an unusual ensemble of characters, including a chimpanzee, to promote the ease of using the regional bank’s services. In one television spot, for example, Chim Chim the chimp helps demonstrate how easy it is to get a loan from the bank. Another ad shows the women trying to film a TV commercial to act out the ease of banking with Zions from home, while various disruptions take place on the production set. As Marcia is forced to stop and start her narrative because kids and pets keep interrupting, Mary completes her transaction on a computer. The tagline: ‘Banking wherever, whenever you like.’ This is the first ‘real positioning campaign we’ve done for them,’ said creative director Scott Rockwood. The agency has handled the account for five years. ‘Up until now, we’ve mostly done product promotions,’ Rockwood said.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity