SITE59

She could be, but she’s not. And neither are you if you’re sitting around reading the ad for this Web site. But maybe you’re the sort of person who would buy an airfare-plus-hotel package at the last minute and end up in the fleecy arms of towel-boy Tom. If so, this brash headline will grab your attention. On the downside, the copy’s bold-faced introductory line sounds as if it’s addressing a wallflower rather than a spontaneous fun-lover: “The world’s a fun place, you should get out more.” No doubt that’s true, but such advice seems superfluous for the free spirits most likely to take spur-of-the-moment jaunts. Will it motivate the stick-in-the-muds to change their ways? If so, Site59 will prosper; the stick-in-the-mud market is vast and relatively untapped. Readers of that ilk are so used to being ignored that they may be inspirited by Site59’s attention. On the other hand, they could draw a different moral from the photo of this pretty woman: If she’s marooned at her office (sans towel boys), I needn’t feel so bad about languishing at mine.Agency

Dweck, New York

Client

Site59, New York

Creative Directors

Wayne Best

Michael Dweck

Copywriter

Tom Randall

Art Director

Wayne Best

Photography

Jeff Riedell Agency

Russell & Herder, Brainerd, Minn

Client

Todd’s Auto,

Brainerd, Minn.

Creative Director

Jim Engel

Copywriters/

Art Directors/

Photographers

Shanky Das

Dalbir Singh

Designer

Paul Johnson Agency

Merkley Newman Harty, New York

Client

Oxford Health Plans, Darien, Conn.

Creative Directors

Andy Hirsch

Randy Saitta

Marty Orzio

Art Director

Sivan Ben-Horin

Copywriter

John Carstens

Photography

Jake Chessum Agency

Young & Rubicam,

San Francisco

Client

Covad,

Santa Clara, Calif.

Creative Director

Stephen Creet

Art Director

Mark Bell

Copywriter

Katie Barni

Senior Producer

Wendy Noll

Production Co.

Tool of North America, Los Angeles

Director

Erich Joiner