Red Tettemer scores with this Pennsylvania tourism effort introducing the Weavers, a fake group of cycling enthusiasts who zig when they should zag.
Sure, the basic idea is lifted from Spinal Tap. But the execution here is so spot-on and the humor so generally understated that it's hard not to like these bullish bikers. And, by extension, come away with a positive image of Pennsylvania. Most agencies would've overplayed their hand and gone gonzo with the concept, robbing the campaign of its restrained ambiance. Red Tettemer keeps it simple -- even subtle at times -- and that makes the offbeat humor all the more effective.
Although technically it's not the state's official tagline, "It's like the world between your legs" probably should be. Who'd love New York so darn much after making that scene in PA? --David Gianatasio
HERE'S A FIVE-MINUTE MOCUMENTARY.
ADFREAK'S TAKE ON THE WEAVERS.