New Campaigns: SOUTHWEST

Client: Ranch Style Beans, Fort Worth, Texas

Agency: Fogarty Klein & Partners, Houston

Creative Directors: Nancy Self, Tom Monroe

Art Director: Mark Self

Copywriter: Jeffry Jones

Producer: Teri Howerton

Director: Clay Peres

Using Johnny Gimble’s ‘Under The X In Texas’ jingle wasn’t enough for Ranch Style Beans’ first TV work in 10 years. The subsidiary of New Jersey-based International Home Foods went with Fogarty Klein & Partners to six different locations trying to ‘highlight the Texas heritage’ of the beans in filming a new series of commercials. Cameras followed rural Texans to rodeos, dances, ranches, picnics, windmills and even chuck wagons as they chowed down on Ranch Style’s offerings. ‘For big, bold taste, there’s only one place: Ranch Style,’ a voiceover declares. Singing and providing the narration in the spots is cowboy poet Red Steagall. Before working on TV with Fogarty, Ranch Style advertising had been inactive of late, with radio-only duties previously assigned to Warwick Baker O’Neill of New York. A total of three television commercials will run throughout the summer in various state markets, according to the agency. –Glen Fest


Client: Texas Dairy Queen Operators’ Council, Bedford, Texas

Agency: Regian & Wilson Advertising & Design, Fort Worth

Creative Director/Art Director: Jim Holmes

Copywriter: Steve Hanthorn

Directors: Greg Regian and Jason Anderson

The Texas Rangers are the defending American League West champions and are drawing near-sellout crowds this season at The Ballpark In Arlington. But for Dallas/Fort Worth advertisers, the current crop of Rangers still takes a backseat in the baseball endorsement game to the long-retired Nolan Ryan. He hung up his fastball in 1993, but Ryan is still the subject of a new promotion by Texas Dairy Queen franchises in a series of 15- and 30-second commercials from Regian & Wilson. The ‘Nobody Strikes Out’ sweepstakes gives Dairy Queen diners a free Nolan Ryan cup with a meal purchase plus a game ticket that guarantees a winner (albeit mainly food items) every time. Ryan seems perplexed at that notion, even though his DQ cap gives a hint he probably knows something about the contest. ‘C’mon, somebody’s got to strike out,’ he says. –G.F.


Client: Ultramar Diamond Shamrock, San Antonio.

Agency: Anderson Advertising, San Antonio

Creative Director/Copywriter: Stan McElrath

Art Director: Jimmy Williams

Producer: Dianna Eccleston

Diamond Shamrock convenience stores have been ‘All You Need’ for quite some time, as far as its themeline is concerned. But in case one has to be reminded what to look for, a new series of 15-second spots airing regionally in Texas, Louisiana, Colorado and New Mexico will provide the hints in a subtly visual manner. All five spots produced for a summer-long run sport the Diamond Shamrock logo being put through multiple special effects. Against a black backdrop, the green, red and white sign ‘opens’ as a refrigerator door to showcase a line of packaged microwave products or has its pop topped like a soda can to represent another shop staple. For those who prefer fountain drinks, a mountain of ice followed by a soda and straw into the logo showcase another option. For coffee drinkers, the sign acts as a thermos bottle, complete with a spill-proof lid. The commercials from Anderson are supported in-store with displays of the logo as a grocery bag or a can of beer. –G.F.

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED