New Campaigns

Client: Recovery Engineering, Minneapolis Agency: Campbell Mithun Esty, Minneapolis Executive Creative Director: Rick Gibson Art Director: Brian Flis Copywriter: Rodney Huff Producer: Carol Vincent Music: Bilous DiBucci, New York 3D/CGI Effects: Tape House Digital, New York. Recovery Engineering's first network TV campaign aims to distinguish it from competitors like Brita by positioning its PUR Plus water pitcher as the first to filter not only chemicals and sediment, but also harmful microorganisms like cryptosporidium and giardia from water. A drain's-eye view shows water flowing from a faucet, as a voiceover states, "What's flowing in some tap water may make it taste bad." The water contains letters that form such words as "lime," "chlorine," "sediment" and "lead." But, the voiceover continues, PUR Plus has a "unique double filter [that] removes microorganisms Brita can't." The tag is: "Get more out of your water. Get new PUR Plus." The 30-second spot, which broke last week, is the first in the category to "help consumers visualize the health and taste benefits of a water filtration system," said Jeff Dekko, the client's vice president of marketing. Supporting materials include Sunday newspaper supplements, couponed inserts, direct response TV and in-store merchandising and promotions. --Aaron Baar Client: West Michigan Grand Prix, Grand Rapids, Mich. Agency: Hanon McKendry, Grand Rapids Creative Director: Bill McKendry Associate Creative Director: Tom Crimp Copywriter: Kristi Klamer Art Director: Susan Johnston Production Manager: Derk Baartman There's more to car racing than what happens on the track. That's the point of a new campaign developed by Hanon McKendry for the inaugural three-day West Michigan Grand Prix, taking place July 24-26. The two 15-second TV spots have a similar creative approach, but each highlights different activities happening at and around the racetrack. Each spot opens with the onscreen line, "A quick look at some points of interest at the Grand Prix," and continues with a series of blurred scenes superimposed by flashing headlines, including "Budweiser Winner's Circle," "Meijer Picnic Oasis" and "Dodge Free Prix Day." The spot's only sound is the roar of race engines. "The point is nonracing fans will probably have even more fun than the committed racing fans because there are so many events and activities that make up Grand Prix weekend," said Bill McKendry, agency co-founder and chief creative officer. The campaign also includes billboards, print work and radio spots. One billboard proclaims: "It's the cheapest speeding ticket you'll ever get." --Tanya Gazdik

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