New Campaigns: SOUTHWEST

Client: Big A Auto Parts, Houston
Agency: Hadeler Sullivan Ewing, Dallas
Creative Directors: Michael Ewing, Tom Marcantel
Copywriter: Charles Stephenson
Art Directors: Richard LeBlanc, Tom Marcantel
Producer: Dan Calhoun
While last year’s Big A Auto Parts campaign played extensively on football telecasts, the retailer is concentrating TV efforts solely on auto racing in the last half of 1997 with a series of 15- and 30-second spots. The commercials began airing this month with motor sports coverage on cable networks to promote “America’s Parts Pros.” The ads feature the Big A Busch Grand National Race Team vehicle that sports multiple “Big A” logos, leading to taglines like “If it’s good enough to be on our hood, imagine what it can do under yours.” The commercials focus on both Big A’s selection of parts as well its service centers. Doughnut fill space is included for local insertion in ads currently airing on TNN, ESPN, ESPN2 and TBS. A select run is scheduled for CBS’ racing coverage in October. -Glen Fest

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Client: New Mexico Lottery, Albuquerque, N.M.
Agency: Kilmer & Kilmer, Albuquerque
Creative directors: Richard and Brenda Kilmer
Producer/Copywriter: Don McKinney
Directors: Don McKinney, Richard Kilmer
Since it won the initial New Mexico Lottery marketing account in 1996, Kilmer & Kilmer has had to promote the state’s various scratch-off tickets and lotto drawings without catering to a players’ “win big” impulses. The “Benefitting New Mexico’s future” tag has been in place from the beginning, and three new 30-second ads do not stray from the message. The spots note that the lottery has contributed $23 million thus far to public education, providing for state college students’ tuition and allowing public schools to buy equipment and make improvements. “Every dollar you spend on the New Mexico Lottery is an investment in the future,” the narrator says in one spot, as students at a chalkboard solve math problems. The $23 million figure will be updated in future ads as more contributions are made, according to the agency. -G.F.

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Client: Watchsoft Inc., Houston
Agencies: The Quest Business Agency and Sommers & Associates, both Houston
Art Director: Loren Alexanian
Creative Director/Copywriter: Richard Baron
Name recognition is not likely to be a problem for Watchsoft’s new computer file monitoring software, introduced this month via print advertising in national computer and Internet trade publications. Dubbed Disk Tracy, the software application’s name and graphic look trades on the recognizable yellow trench coat and profile of a certain cartoon crime stopper. A print advertisement styled like a movie poster of yesteryear announces that the computer program is “Coming soon to a hard drive near you!” and further positions the product as, “What every scumbag on the ‘Net will come to fear.” The Disk Tracy program allows parents to search their childrens’ computer files for text related to “sex, drugs, explosives, computer hacking and potentially illegal activities, as well as hidden graphic files.” Watchsoft representative Tom Sommers said the software, which scans files after they are downloaded, is distinct from other applications that deny access to certain Internet sites while a user is online. -Steve Krajewski