New Campaigns

Client: Bacco Bucci, Macerata, Italy
Agency: Anton & Partners, New York
Creative Director/Copywriter: David Anton
Creative Director/Art Director:
Scott Cimock Photographer: John Huet
Bacco Bucci’s new print campaign from Anton & Partners repositions the line of Italian men’s casual dress shoes as the brand for the graduate entering the workforce–or any man who cannot bear to part with his sneakers. “We hope they will become the footwear choice for younger men that [want to but] can’t wear sneakers to work,” said agency president David Anton. Bacco Bucci is targeting fashion conscious men who are on a corporate career track but “demand comfort without sacrificing style and fashion,” said Anton. The campaign consists of five print executions. The top half of each ad is black with beige copy and features a black leather dress shoe framed by a beige circle. The bottom depicts men in various athletic positions, shot in sepia tones. They are dressed, however, not in training gear but business suits and shiny leather shoes. The first ad shows two men crouched in a runner’s starting stance, feet in blocks, hands stretched to balance them as they prepare to race. “Think of them as running shoes for the rat race,” the copy reads. In another, a man is pictured in midair as he arches over a high jump bar. “For those 99.9 percent of us who can’t wear sneakers to work,” is the headline. The tagline on all ads is: “Performance footwear for the fashionably inclined.” Anton & Partners has also designed the client’s new logo. It features the outlined profile of a young man inside a “B” with “Bacco Bucci” in bold letters beneath. Previous advertising, handled in-house, used sexual images. One ad featured a man lying in bed with the tagline, “Nothing feels like Bacco Bucci.” The brand competes directly with Reaction by Kenneth Cole and to a lesser degree with Rockport. Ads target 18 to 34-year-old males who shop at upscale department stores and specialty shoe shops. The campaign will break in September editions of Details, Men’s Health and GQ, among other magazines. Billings are estimated at $1 million annually. –Sloane Lucas
Client: N2K, New York
Agency: Kirshenbaum Bond & Partners, New York
Executive Creative Director: Bill Oberlander
Associate Creative Director: Tom Christmann
Copywriters: Christmann, Greg Morelli
Art Directors: Jeff Curry, Todd Satterfield
Producer: Betsy Schoenfeld (radio)
Black-and-white images of guitar hero Jimi Hendrix, jazz legend Miles Davis and adult contemporary star Sarah McLachlan are featured in Kirshenbaum Bond & Partners’ first campaign for N2K’s online music retailer, Music Boulevard. Each image is accompanied by copy that is almost identical, except for a few references to the artist (“Groove with Miles”). Although Hendrix, Davis and McLachlan star in these print ads, the focus is on Music Boulevard’s offerings: albums, reviews, sound samples, biographies and articles. The same is true for seven radio spots, which use characters such as a defendant on trial to explain the ease of buying CDs online. The rest of the campaign takes place outdoors–on billboards in New York and Los Angeles and on the sides of buses in New York, San Francisco and Boston. Billboards and bus ads employ simple copy on a black backdrop (“Buy Tom Jones online. It’s not unusual.”) The client, which spent just $32,000 on advertising last year, expects to boost spending to $5-10 million in 1998. Its last campaign consisted of a single print ad with the themeline, “The music store for the global village.” The new work seeks to broaden the retailer’s appeal, particularly among audiophiles who collect entire catalogues of music, said Bill Oberlander, executive creative director at the agency. “The angle to the advertising is hassle-free commerce,” Oberlander said. The agency’s first work for N2K was a 30-second TV spot that broke during the Grammy Awards in February; the campaign was launched last month. Plans call for more print, outdoor and TV ads before Christmas. Music Boulevard offers more than 200,000 titles and calls itself “The world’s No. 1 online music store.” The publicly traded company reported revenues of $11.2 million last year. Music Boulevard’s main competitor is CDNow. –Andrew McMains