New Campaigns

Client: Columbia Sportswear, Portland, Ore.
Agency: Borders, Perrin and Norrander, Portland
Creative Director: Terry Schneider
Copywriter: Miguel Javier Caballero
Art Director: Kent Suter
Photographers: R.J. Muna, Dave Emmite
Borders, Perrin and Norrander makes an appeal to male consumers’ fondness for girls in its latest ad for Columbia Sportswear’s Convert clothing line. The two-page spread depicts a snowboarder cutting through powder, with the copy, “Like a thick coat of body hair but girls like it.” Text goes on to describe the quality and appearance of the Convert Dezar Parka, designed to “meet the toughest demands of snowboarding and meeting cuties.” The ad breaks this month in magazines such as Transworld Snowboarding, Rolling Stone and Spin, among others. –Teresa Buyikian
Client: Sizzler Restaurants, Los Angeles
Agency: Evans, Hardy & Young, Santa Barbara, Calif.
Creative Director: Scott Young
Copywriter: Kirk Evans
Art Director: Arthur Hill
Management Supervisor: Jim Evans
Production Co.: Open Films
Director: Lee Pearson
A new campaign from Evans, Hardy & Young for Sizzler Restaurants parodies TV news breaks. Five commercials all feature an anchorman character who reports that the chain’s expanded barbecue menu is causing a moist towelette shortage. “Thousand of Americans are left with messy hands,” he warns. Each spot starts with a graphic that reads, “America in Crisis, Moist Towelette Shortage,” and has topical references to Wall Street, the professional football season and freeway delays. The ads are running through the end of the year in Sizzler’s biggest markets: Los Angeles, San Francisco and New York. “The client felt [the expanded barbecue menu] strategically was big news,” said copywriter Kirk Evans. “So we thought we’d parody these special report-type news bulletins.” He also said that the barbecue promotion comes at an unusual time of the year for that category. “Usually, barbecue is associated with the summertime,” he said, adding that Sizzler has been upgrading its menu to offer more quality items. The Santa Barbara, Calif., shop won the estimated $6-8 million account in March 1997, after a brief review of undisclosed agencies.
–Angela Dawson
Client: Greater San Diego Chamber of Commerce
Agency: Third Eye, San Diego
Creative Director/Copywriter: Simone Sato
Art Director: Larry Baltutis
Photographer: Marc Tule
Third Eye focuses on personal struggles in its first campaign for the Business Coalition for Welfare-to-Work, a program that targets potential employers. Three black-and-white print ads feature a photo of a former welfare recipient’s hands, with copy telling the individual’s story. One execution describes the trials of Marissa Stephens: “Dropped out of high school. Worked an odd job here and there. Never held on to much of anything. Until someone gave them a chance.” Each ad carries the tagline, “Ready, willing, able,” and gives the coalition’s toll-free number. –Teresa Buyikian