Wieden Airs 2 New Campaigns




Last ESPN Work From Portland; First Non-ESPN Ads From N.Y.

NEW YORK–Wieden & Kennedy here has broken its first work for new client Suretrade, an on-line brokerage service. Separately, the agency’s Portland, Ore., office has unveiled “Round V” of its ESPN SportsCenter campaign, consisting of 11 humorous new commercials.
Four corporate image TV spots for Suretrade, which are also the first non-ESPN work from the New York office, all feature the client’s logo as a voiceover explains the advantages of trading with the company.
One spot, “Clarity,” shows the floor of a stock exchange, but the image is sliced into confusing, rotating strips. The voiceover says that the right time for a trade is when “the chaos becomes clarity.” The image then suddenly becomes coherent. The voiceover delivers the payoff: “And then you act, before the opportunity fades away.” The tagline: “A comprehensive Internet broker for independent investors.” The other spots feature a running car engine, a desert and a computer-generated frequency-modulated line. Seven print ads play off the spots, which broke last week.
Wieden won the $15-30 million account in August without a review.
The ESPN work is the last to come from the agency’s Portland office, said Dave Luhr, Wieden’s director of client services. The account is now consolidated in New York. The spots broke Nov. 3 and will run on ESPN channels through mid-1998.
The series again features the sports cable network’s staff interacting with various sports stars. In “Competition,” the sportscasters tell Evander Holyfield and hockey player Jeff Beukeboom that an ESPN producer has been insulting them–so the athletes seek revenge.
“Broadcast News” spoofs the movie of the same name, and in “Around the World,” the sportscasters dress in various national costumes.