What's New Portfolio

Wear-Dated Fabrics For Furniture Agency: Sawyer Riley Compton, Atlanta Client: Solutia, Atlanta Medium: Consumer Print Creative/Art Director: Bart Cleveland Copywriter: Brett Compton Production Directors: Dave Rooney, Greg Smith Photography: Tony Pearce If you plan to be cocooning in your own private Idaho, you might as well do so on a cushy couch. This ad works well to assure you that comfort need not be at odds with stylishness. "There's no reason why beautiful furniture can't be the most comfortable and durable," says the copy. Having found a couch that looks nice, simply "look for the Wear-Dated fabric label" to assure yourself that it will hold up well. The ad flatteringly credits you with the good taste to find things that are beautiful while it gives you a way to be confident they won't turn to tatters once you get them home. In tandem with the droll headline, the photo creates a mood that's at once upscale and relaxed. Thus, it empowers you to please yourself in your choice of furniture (as this woman clearly has done) in full confidence that the results will please the eyes of others as well. Saturn Agency: Publicis & Hal Riney, San Francisco Client: General Motors' Saturn Corp., Spring Hill, Tenn. Medium: 60-Second Tv Exec. Creative Directors: Dave O'hare, John Doyle Creative/Art Director: Ruth Rosenfield Creative Director/Copywriter: Sam Avery Agency Producer: Kris Roberts Production Co.: Moxie Pictures, Hollywood, Calif. Director: Bob Purman "If I were a giant sea turtle, I'd want to be in a Saturn." So says one of the "turtle people" of Juno Beach, Fla., at the end of this spot in which Saturn presents its eco-friendly credentials. Rather, the turtle people--four peppy women in matching outfits who help turtles nesting at Juno Beach--do the presenting for Saturn. The text is all in their words, interspersing chat about the animals with praise of Saturn. In the process, we see how hard it is for a car company to look convincingly green. One moment, the woman are identifying themselves as "environmentalists." The next, they're gesturing in unison as each says, "This is my Saturn!" One needn't be an earth-firster to find the sequence a bit jarring. When one woman says Saturn recycles "about 85 percent of the waste generated in their plant" and then characterizes that record as "pretty neat," we don't feel we're hearing the voice of authoritative science. Indeed, we're never quite sure what's going on here. Why do they all have new Saturns? Why are they in this commercial? Are they professional environmentalists or just busy-bodies with time on their hands? It's fun to see them loading one stretcher-borne turtle into a car ("Our cars are our ambulance"), but we never develop much confidence in the substantive message. Anyone who presumes to state the automotive preferences of sea turtles is plainly saying more than she knows.

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What's New Portfolio

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