new campaigns: MIDWEST

Client: Robert Bosch Corp., Broadview, Ill. Agency: J. Walter Thompson, Detroit Creative Director: Dan Cerullo Art Director: Craig Marrero Copywriter: Dan Cerullo Director: Craig Henderson Producer: Carole Gall Production Co.: Stiefel & Co.
JWalter Thompson takes a humorous, attention-grabbing approach to what could otherwise be a pretty tepid topic: windshield wiper blades. A new 30-second spot, “Pursuit,” created for Robert Bosch Corp.’s Micro Edge Excel Wiper Blades, features two undercover detectives involved in a car chase after some bad guys. Unfortunately, a smudged windshield is hampering the frustrated driver’s progress. “If I could only see!” he cries. His partner calmly replies, “I’ve got the perfect thing.” He climbs out onto the hood of the speeding vehicle to change the wiper blades as his partner continues the chase. After the daredevil cop successfully changes the blades and crawls back into the vehicle, his partner delivers the punch line: “Beautiful. But I think we lost a headlight.” –Tanya Gazdik

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Client: Target Stores, Minneapolis Agency: Kruskopf Olson Advertising, Minneapolis Creative Director: Susan Kruskopf Art Directors: James Zucco and Matt Johanning Copywriter: Dan Mackaman Producer: Selanie Tyc Director: Rent Sideon
How do you talk to teenagers about their music? Without words. They’ll understand. Two spots created by Kruskopf Olson in Minneapolis for Target Stores’ music department speak to teens’ commitment to music. One spot, “Earthquake,” opens silently with a young man on a couch, eyes closed, headphones on. An earthquake begins to rip the room apart, but he only notices something’s amiss when the shaking pulls out the headphone plug. “Serious about music?” asks a superimposed graphic, which is followed by the Target logo. In another spot, “Hitchhiker,” a young man accepts a ride from a stranger but is soon back on the road when the driver’s musical tastes turn out to be unacceptable. The spots are airing on MTV, where the audience can be expected to get the message. –Scott Hume

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Client: Cliff Keen Athletic, Ann Arbor, Mich. Agency: BK&M Advertising, Ann Arbor, Mich. Creative Director: Jon Gustafson Copywriter: Barbara Kalisewicz Art Director: Lynn Dorando
BK&M employs red typography and emotive black-and-white photographs of wrestlers to capture the attention of readers in a new print campaign for Cliff Keen Athletic. Headlines, aimed at coaches, include: “If you push him farther than he ever thought he could go, you’ve already made him a winner,” and “You’ve shown him the difference between being a tough guy and being tough.” Major brands such as Nike, Reebok and Champion compete for the same coaching and athletic customers as Keen, which makes Keen’s new campaign especially important to its business, said Rich Williams, BK&M vice president and general manager. “To say Cliff Keen is a David to these Goliath brands would be an understatement,” he said. But Keen has built its uniform and equipment business by specializing and focusing on customers with very specific interests, Williams said. The print campaign runs in coaching and collegiate wrestling magazines. –Tanya Gazdik