AGENCY Carmichael Lynch, Minneapolis
CLIENT Schwinn Cycling & Fitness, Boulder, Colo.
MEDIUM consumer print
CREATIVE DIRECTOR Kerry Casey
ART DIRECTOR Glenn Gray
COPYWRITER Tom Camp
PHOTOGRAPHY Joe Michl
RETOUCHER Brad Palm
Growing up hasn’t been easy for bikes. Once just for kids, they now derive a big chunk of their sales from adults. The tone of the ads has shifted accordingly, but not always gracefully. Norman Rockwellesque idylls have given way to a tacky hybrid of macho and attitude. There’s no shortage of attitude here, with Granny looking on approvingly as the fireman rescues the Schwinn and leaves her behind. (We’re not sure what the fish thinks.) But the brashness of the visual is witty, not oafish. The clichƒs of “extreme” marketing get an all-too-well-deserved rest. Headed by the word “Hero,” the text simply lists the bike’s technical features–as if Rock Shox Judy T2 suspension forks and Shimano drivetrains were self-evidently the stuff of heroism. Thus, the gears mesh smoothly between the image-building part of the ad and its informational aspect.
Saffel & Halverson, Seattle
CLIENT Giant Bicycle, Los Angeles
MEDIUM consumer print
CREATIVE DIRECTORs Fred Hammerquist, Hugh Saffel
ART DIRECTOR Mike Proctor
COPYWRITER Grant Holland
PHOTOGRAPHY Dan Langley
With more than five times as many words as Schwinn’s succinct text, Giant’s ad dares to make a sizable claim on the reader’s time. More power to it. At a time when many ads are too timid to command attention, audacity cuts through the clutter. And some of the copy is quite engaging in its send-up of nonsensical sales chatter. For instance: “Our designers are constantly designing the latest designs.” The ad also includes information that’s meant to be taken seriously, though, as when it notes a “Best New Product” rating from Bicycling magazine. With the copy rapidly shifting from self-mockery to straight information to half-in-jest slogans, will readers be able to negotiate the varied terrain? I’ve got my doubts. Instead of being disarmed by the humor, they may end up regarding the entire ad with amused disbelief.
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