Client: Seiko Corp. of America, Mahwah, N.J.
Agency: The Martin Agency, Richmond, Va.
Creative Director and Copywriter: Kerry Feuerman
Art Director: Jonathan Mackler
Agency Producer: Morty Baran
Director: Olivier Venturini
The Martin Agency has broken its first global advertising campaign for Seiko Corp of America’s line of Kinetic watches with a television and print effort. Executions work under the theme: ‘Someday All Watches Will Be Made This Way,’ alluding to the kinetic technology that powers the watch’s quartz movement by the actions of the wearer. The television spot shows fast cuts of people in various settings, predominantly in a pool hall, with the word ‘electricity’ being whispered softly in the background. As the camera zooms in on a young man standing next to a pool table, the voiceover says: ‘If you’re going to create electricity . . . ‘ A fast cut ensues to a close- up of a woman and the sentence is finished: ‘Use it.’ Comprising TV, cinema trailers, magazine and Internet advertising, the campaign broke two weeks ago and will run in 160 markets throughout the year. –Jim Osterman
Client: Image Film & Video, Atlanta
Agency: Austin Kelley Advertising, Atlanta
Creative Director: Jim Spruell
Copywriter: Cathy Lepik
Art Director: Lola Carlisle
Directors: Cathy Lepik, Lola Carlisle
Producer: Stacy Smeltzer.
Austin Kelley Advertising did not exactly make a big production out of promoting the Atlanta Film & Video Festival. Hosted by client Image Film & Video, the festival showcases work from independent filmmakers. ‘This is a festival celebrating work that people make themselves,’ said copywriter Cathy Lepik. ‘So why not make the commercial ourselves?’ That they did, using agency staffers and even the client in a video that took two hours to shoot and cost only $2.50 for the tape, Lepik said. The camera pans from person to person, as each hand-writes cards informing the viewer of the festival’s dates (May 31-June 8). ‘It’s a total non-commercial commercial,’ said creative director Jim Spruell. The 30-second spot runs through May as a PSA on Atlanta cable TV stations and in local theaters. –Katy Eckmann
Client: Stren Fishing Line, Madison, N.C.
Agency: Long Haymes Carr, Winston-Salem, N.C.
Creative Director: Jim White
Copywriter: Susan Ebling
Art Director: Phil Milano
Agency Producer: Debbie Allison
Post-Production: Crawford Communications
In a new spot for Stren Fishing Line, Long Haymes Carr appeals to fishermen’s fantasies while telling real-life fish tales. The latest 30-second TV ad tells the story of Raymond Easley and the 21-lb. bass he reeled in–on an 8-lb. test Stren fishing line. The fish wound up in the record books. In the spot, Easley is silhouetted against a glowing sunset while graphics of his catch’s statistics are superimposed on the screen. The commercial’s tagline: ‘The most dependable fishing lines in the world.’ The spot broke earlier this month on fishing and outdoor cable TV programs on TNN, ESPN and Prime Sports. Print ads that feature Easley’s whopper are running in fishing enthusiasts magazines such as In-Fisherman and Outdoor Life. The agency won the $1 million-plus account last fall. –K.E.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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