Giving credit where credit is due can be a sticky issue around agency creative departments. But at least two Super Bowl commercials made the process easy–they were practically the result of one-man shows. All DDB New York apparently needed to produce an attention-getting Super Bowl spot was creative chief Lee Garfinkel, who served as the creative director, art director and copywriter on the Diet Pepsi ad "Guy Watcher." The spot reprises a theme Garfinkel explored years ago (without the inclusion of Queer Eye’s Carson Kressley, of course—the media wasn’t exactly celebratory of gay culture back in 1994) in a Diet Coke ad showing women ogling a construction worker from an office window. He had also worked with Cindy Crawford on Pepsi during his time at BBDO.
Same goes for the Heineken spot starring Brad Pitt evading paparazzi, which aired in spot markets during the game. That commercial, which was produced in-house, was all about feature director David Fincher and his relationship with Fight Club star Brad Pitt, sources said. Clearly the ad biz has been employing way too many people, when top talents could do it all!
—Posted by Eleftheria Parpis