NEW CAMPAIGNS: WESTERN

Client: Knowledge Adventure, Los Angeles Agency: Gardner, Geary, Coll & Young, San Francisco Creative Director: John Coll Associate Creative Director/ Copywriter: Marcie Judelson Art Director: Kurt Lighthouse Photographer: Thomas Heinser In a new campaign for Knowledge Adventure's JumpStart brand educational software, Gardner, Geary, Coll & Young reminds parents of the tough time kids can have in school. The ads, which feature a startled-looking boy grabbing his hair and shouting as a little girl laughs behind him, claim the JumpStart software is "Everything kids need to survive grade school. (Except a cure for the cooties.)" The tagline is, "Every child deserves a JumpStart." The ads-the agency's first for Knowledge Adventure, a division of CUC International, Stamford, Conn.-will run in Family Life, Working Mother, Newsweek and other magazines. -Jane Irene Kelly Client: Amazon.com, Seattle Agency: Foote, Cone & Belding, San Francisco Creative Director/Art Director: Doug Patterson Copywriter: Chris Lindau Photographer: Bob Mizono Famous-and very large-man-made landmarks are the key visual elements in a new print campaign created by Foote, Cone & Belding for online retailer Amazon.com. The tagline is, "A bookstore too big for the physical world." The campaign is FCB's first work for the client and marks Amazon.com's first advertising effort outside the Internet. Ads will run in publications including People and The New York Times Book Review. Two of the ads feature the Statue of Liberty and Seattle's Space Needle immersed in a sea of books, with only the top of each landmark visible. Both ads read, "The only place big enough to hold 2.5 million titles is the Internet. And even with all those books, the one you're after is only a click away." Radio ads feature other famous structures confronting a rising tide of books. -Jane Irene Kelly Client: WebTV, Palo Alto, Calif. Agency: Rubin Postaer and Associates, Santa Monica, Calif. Associate Creative Directors: Curt Johnson, Patrick Mendelson Account Planner: Lance Bustrum Media Director: Meridee Alter Watching television is no longer a passive activity. A new $10 million campaign by Rubin Postaer and Associates for WebTV suggests that the Internet access device, which works through TV sets, can be truly inspirational. In one direct response TV ad, a group of football players is sitting in a locker room lamenting a defeat. After viewing headlines about their losses on WebTV, one player suggests a way to cheer up-accessing a soap opera site and catching up on their favorite soaps. In another ad, a couple uses WebTV to research a political candidate they see on TV. They are able to become even more politically active by emailing the information to friends. The campaign, which includes radio and print, is running through the first quarter of 1998 in major markets, including New York, Los Angeles and San Francisco. -Angela Dawson

Brand Marketing

NEW CAMPAIGNS: WESTERN

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