Stories you’ll find in this week’s print edition of Adweek Southeast

Follow the Leader
“Never follow” is McKinney & Silver’s new rallying cry for Audi.

Pitching In
A-Rod Plays for Boys & Girls Clubs
Alex Rodriguez is starring on a new team. The Texas Rangers shortstop lends his talents to print and broadcast ads breaking next month for the Boys & Girls Clubs of America. The bilingual PSA campaign was created by Publicis Sanchez & Levitan in Miami.

Softer Hard News
Arnold doesn’t take The Washington Post too seriously in its first work for the D.C. daily. The McLean, Va., shop’s light approach aims to reconnect readers with the relevance of the paper in their lives. Television, print, radio and outdoor deliver the message.

Getting On With It
American Airlines is moving into the post-Sept. 11 world. Two new 60-second commercials by Temerlin McClain are transitional yet retain a patriotic flavor. “Engine” and “Way of Life” focus on the role the carrier plays in economic development and in bringing people together.

For The Birds
Trahan, Burden & Charles is rooting for the home nine in its new television
campaign for the Baltimore Orioles. The new tag, “Give us an O!” says it all. Six 60-second spots and regional print ads put the team’s younger players in humorous settings.

Taking Flight
Crispin Porter + Bogusky’s faux ads are set to fly. The work, originally done to illustrate a Time article, will promote airline travel on billboards across the country.

On The Road
Salt Lake City shop
Richter7 is in many ways just like any small ad agency, with industrial-chic offices and a sometimes irreverent attitude (“People think we Mormons are weird, and we think we are weird, too”). But with business and religion so closely intertwined, Joan Voight reports, life at the agency isn’t entirely typical.