Arnell Group Brand Consulting is currently introducing products for two clients, Fila and Samsung.
Fila is launching its branded in-line skates with a campaign that plays off the "Change the game" theme. The copy refers to the product's changeable parts with phrases such as, "Change the rules" and "Change the technology." Print ads break in January skating magazines. One ad (shown here) evokes the product's lightweight titanium frame. Arnell, New York, won Fila's $15 million account in August.
For Samsung Telecommunications' mobile phones, Arnell has crafted five TV spots with the tag, "Advanced technology products that fit all your communication needs." The humorous spots star, among others, Daisy Fuentes bumping into a phone booth, Joan and Melissa Rivers squabbling over speed dial and Dr. Ruth giving love advice. An outdoor campaign, tagged "Unzip your lip," will complement the ads, which broke last week.
--Sloane Lucas and Jim Edwards