Client: Whistler Corp., Chelmsford, Mass.
Agency: Pagano Schenck & Kay, Boston
Creative Director: Woody Kay
Art Director: Jason Gaboriau
Copywriter: Ted Nelson
Pagano Schenck & Kay unveiled its first print campaign for Whistler Corp. since winning the business last August. One execution asks, “Just how useful can a cigarette lighter be to a person who doesn’t smoke?” Body copy responds, “Whistler enhanced driving tools help you stay in touch, in comfort and in control when you’re traveling on the road.” The tagline: “Enhanced driving tools.”
The goal of the campaign, the client’s first major advertising effort, is to build brand awareness and increase point-of-purchase sales, according to Karen McVeigh, Whistler’s director of corporate marketing. The ads are running in Car & Driver, Road & Track, and Road King, as well as mainstream consumer magazines such as Rolling Stone, Men’s Journal, Men’s Health, Sports Illustrated and Shape. –Sarah Jones
Client: W.B. Mason, Brockton, Mass.
Agency: Baldwin & Stone, Cambridge, Mass.
Creative Director: Paul Stone
Copywriter: Mike Rogan
Art Director: Mike Medina
The sixth spot in a TV campaign for office supplier W.B. Mason made its local debut on the Super Bowl. Titled “Mr. Big,” the 30-second, black-and-white commercial features men clad in 40’s-type garb boasting the client’s level of service. The tagline, “Who but W.B. Mason?” has been the same since Baldwin & Stone won the account 12 years ago.
“Everyone is selling pencils and erasers that work pretty much the same,” said creative director Paul Stone. “Mason is paying off on the promise of better prices and service levels that are significantly better than its competitors. We wanted to create a program that harkens back to the values and the service level from another era.”
Stone estimated media spending for the current effort in the seven-figure range. In addition to the TV spots, the campaign includes outdoor billboards, print executions and transit posters. Casey Media in Braintree, Mass., handles media buying chores.
W.B. Mason has an overnight delivery service that extends from Eastern Massachusetts to Providence, R.I., as well as two retail locations in the Bay State.–Sarah Jones
Client: Kiwi Brands, Douglassville, Pa.
Agency: Genova & Partners, Greenwich, Conn.
Creative Director: Joe Genova
Copywriter: Lisa Cushman
Art Director: Joe Genova
Producer: Sandi Bachom
Kiwi Brands, known mostly for its line of shoe-care products, rides on the strength of its reputation to introduce a line of car-care offerings. A 30-second spot created by Genova & Partners will break in March and run through July on network and cable television stations.
The commercial opens with a middle-aged owner of a car wash closing his shop for the night. While Richie Valens croons “You’re Mine,” the man lovingly washes and waxes his classic Thunderbird before driving off with his wife into the sunset. “It’s a very simple idea,” said creative director Joe Genova. “It’s a very emotional category, especially for men. They love their cars and love to take care of them. [Kiwi] knows about surfaces, and it’s an authority figure when it comes to cleaning them.”
The spot targets 25-64-year-old men who consider cars major investments and symbols of prosperity, Genova said. The agency is also creating trade and promotional ads to support the launch. –Sarah Jones
Genova & Partners won the business two years ago, handling media buying for the first year. Currently, Ammirati Puris Lintas in New York buys media for the client, which is a division of Sara Lee Corp. in Chicago.
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