Client: Millennium Import Co., Minneapolis
Agency: Clarity Coverdale Fury, Minneapolis
Creative Director/Art Director: Jac Coverdale
Creative Director/Copywriter: Jerry Fury
Photographer: Raymond Meeks
Clarity Coverdale Fury follows its Effie Award-winning introductory campaign for Belvedere Vodka with a group of four-color print ads appearing in various national magazines. While the previous campaign focused on the workers who make the upscale vodka, the new ads take a different tack, celebrating instead the vodka’s 500-year distilling tradition.
The full-page ads feature stark photography shot in Poland. One execution features a Polish worker carrying coal in a wheelbarrow. “Ironically, there’s nothing luxurious about making the world’s first luxury vodka,” reads the accompanying headline. Another execution notes that Belvedere’s traditions have survived various invasions, from Ivan the Terrible and the Soviets to vermouth.
The campaign continues the Polish-language tag, “Na Zdrowie,” which is a traditional toast in Belvedere’s homeland.
“The whole strategy behind this brand is discovery,” said creative director/copywriter Jerry Fury. “[The tag] is kind of like insider’s information.” –Aaron Baar
Client: International Federation of PGA Tours, Ponte Vedra Beach, Fla.
Agency: Foote, Cone & Belding, Chicago
Creative Directors: Tom O’Keefe, Mark Piper
Copywriters: Rob White, David T. Jones
Art Director: David T. Jones
Producer: Jeff Felter
Director: Tim Bieber
Music Composer: Manny Mendelsohn, Comtrack, Chicago
There Was a Time” is both the title and the opening voiceover of a 30-second TV spot touting the PGA’s new World Golf Championships events, beginning in 1999. That hallowed “time” was when warriors marched across fields with weapons of iron. We see the figures of men walking across a field at the opening, before it becomes clear these warriors are doing battle with par rather than each other. The grandiose opening is followed by scenes of Tiger Woods and other links legends teeing up for the new series of tournaments, which will unite top players from PGA tours in the U.S., Europe, Japan, South Africa and Australasia. “This will be the first opportunity for golfers to see the best players from around the world go head-to-head, so it’s more than simply a new series of tournaments,” said Bob Combs, the PGA’s senior vice president for communications.
This first work for the client from FCB, which was awarded the World Golf Championships launch account in May, broke last week on broadcast and cable networks. Print ads in golf trades and national sports magazines follow later this year, and additional TV spots will be added before the first WGC event is held next February.
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