Client: Andersen Windows, Bayport, Minn.
Agency: Campbell Mithun Esty, Minneapolis
Executive Creative Director: David Duncan E
Executive Producer: Donna Gary Associate
Creative Directors: Kelly Gothier and Karen Rajcic
Director: Jonathan Taylor
New ads from Campbell Mithun Esty expand the testimonial approach used in its previous work for Andersen Windows. The campaign, which last year attempted to bridge the gap between contractors and clients, now takes a more aggressive and edgy tack. One spot, “Jury,” dramatizes a 1997 New Jersey court case in which a jury ruled in favor of homeowners who had been misled by a company claiming its windows were as good as Andersen’s. “If anyone ever tells you another brand of windows is just as good as Andersen, ask them if it will hold up in court,” says the voiceover. A second ad focuses on New Jersey contractor John Mirenda, who traditionally insists customers sign a waiver if they elect not to use Andersen windows. “We wanted to talk about Andersen’s superiority through different proof points,” executive creative director David Duncan said of the latest campaign. The tagline remains, “Worryproof. Timeproof.” –Aaron Baar
Client: Sherwin-Williams, Cleveland
Agency: J. Walter Thompson, Detroit
Creative Directors: Dan Cerullo, Brad Phillips
Producer: Bob Rashid
Director: Harry Dorrington for R/Greenberg
Associates, New York
Creative Services Manager: Linda Prudhoe
A humorous new campaign for Sherwin-Williams from J. Walter Thompson, Detroit, introduces a new themeline: “When only the best will do. Ask Sherwin-Williams.” It replaces “Where to get it,” which the Cleveland-based retailer has used for the past several years.
The four 30-second TV spots feature animation and computer graphics. They star disobedient tools that refuse to cooperate unless Sherwin-Williams products are used.
In one spot, a roller runs away from a homeowner who tries to use cheap paint. An equally discriminating paintbrush grabs the edge of a competitor’s paint can and refuses to let go, allowing itself to be dipped only in Sherwin-Williams paint. In another spot, a wall lurches and throws off the ugly wallpaper the consumer is trying to install.
The campaign, which positions Sherwin-Williams as the place that caters to discriminating home decorators, also includes radio and print
ads. The TV and magazine work drives home the brand message, while radio and newspaper efforts are more promotionally oriented and are meant to increase store traffic.