Best Spots of 2002

TBWA\Chiat\Day, San FranciscoMoving in perfect harmony, two shoes run through the busy streets of Mexico City. Thing is, there's no one in them. (That you, H.G. Wells?) As people stare, the sneakers wait for a light to change, run under a truck, even moonwalk. Finally, a man sweeps one shoe into the gutter. Out pops a slimy garden slug, taking a breather. It regains its composure after a few seconds, and both slug-filled shoes march on.Wieden + Kennedy, Portland, Ore.As a blizzard rages, a man searches for his car in a parking lot, dropping packages along the way. Bing Crosby sings, "Sleigh bells ring, are you listening? In the lane, snow is glistening. A beautiful sight, we're happy tonight, walking in a winter wonderland." Graphic: "1-stop shopping." Tagline: "Amazon.com and you're done."Arnold, Boston; Crispin Porter + Bogusky, MiamiVisual: a close-up of a woman's ravaged face. "When I was first diagnosed with throat cancer, I couldn't believe it," she says. "I was scared to death. I had often said, 'If I died tomorrow, I don't care.' But I do care. Boy, do I care." Fade to white. No graphics. No logos. Poignant and powerful, this ad brings a logical argument to an illogical act. Smoking kills. What's so hard to understand?TBWA\Chiat\Day, Playa del Rey, Calif.Checking out a computer in a store window, a man cranes his neck—and the machine mimics him. The guy stands in profile, jumps around and sticks out his tongue—so does the cool-looking computer. VO: "Wait till you meet the new iMac." Trahan Burden Charles, BaltimoreThe Orioles coaching staff orders dinner at a restaurant—using baseball signs. The waitress brings the food to the table. Pointing at her mouth, she then delivers a message of her own. "I've never seen that sign before," says manager Mike Hargrove. "Mike," says coach Rick Dempsey, "you've got a little spinach in your teeth." "Tagline: "Orioles 2002. Give us an O."DDB, ChicagoA woman spends hours choosing just the right Valentine's Day card for her pooh bear. Finally, she finds the perfect one. Pooh bear, on the other hand, is purchasing a six of Budweiser at a convenience store, and he happens to notice a couple of stray cards in a rack on the counter. He buys one. Opening the card later, she says, "It's perfect." This funny ad is "True."Ground Zero, Marina del Rey, Calif.This devastating spot juxtaposes footage of healthy smokers making excuses and lung-cancer victims speaking the truth. "I can't go more than a few hours without a cigarette," says a healthy man. "I can't go more than a few feet without the oxygen tank," says a dying man. "I tried to stop and I put on five pounds," says a pretty woman. "I've lost 25 pounds," says a dying woman. "No, I don't think I could quit," says another attractive woman. "I don't think I can operate," says a doctor, looking at X-rays. Graphic: "Quitting is hard. Not quitting is harder."Deutsch/LA, Marina del Rey, Calif.When a sprinkler comes to life out in the pasture, a cow says, "Time for a spritz." As the water spills over her bovine bod, two bulls watch with voyeuristic glee. VO: "Great cheese comes from happy cows." Graphic: "Happy cows come from California."Young & Rubicam, New YorkThree men walk down a corridor. "So, Dan, do we have everything we need for this meeting?" asks the boss. "It's all right here," Dan says, pointing to his head. Unfortunately, Dan walks into an open filing cabinet and knocks himself out. Then the second employee knocks himself cold in the meeting room, leaving the boss exposed. VO: "Is your data backup as reliable as it should be? Ours is."D'Arcy Masius Benton & Bowles, New YorkAt the wildlife-rescue center, an oil-covered duck is getting a good scrub. VO: "If this bird could talk, she'd tell you how Dawn saved her life. If this bird could talk, she'd tell you how experts choose Dawn because it's so gentle. If this bird could talk, she'd tell you how happy she is to be alive today." Graphic: "Dawn. Saving wildlife for over 20 years."Deutsch/LA, Marina del Rey, Calif.The DirecTV guy discusses the advantages of his product with a married couple. After the many services and $39.99 price are de scribed, the woman embraces the in staller, sensually whispering "Thank you" in his ear. When the hug goes beyond the limits of decorum, the husband clears his throat, breaks up the embrace and lunges at the DirecTV man. It's his turn for a big hug. Graphic: "Feel the joy."Goodby, Silverstein & Partners, San FranciscoDave Logan goes on a lot of first dates, and this funny spot focuses on each encounter. "I want to have, like, 20 kids," says one woman. "Do you like to shop?" asks another. Discover Card offers a cash rebate on each purchase—in this case, many restaurant bills. Tagline: "It pays to Discover."Goodby, Silverstein & Partners, San FranciscoThis hilarious spot travels back to 1999, when investors rained venture capital on dot-coms. At a pitch meeting, corporate types quiz yuppie entrepreneurs. Suit: "Just so I understand, is it a chip?" Kid: "I hesitate to call it a chip." Suit: "And it fuels the Internet?" Kid: "It helps to fuel the Internet." Suit: "Is it like software?" Kid: "Software is really a weird word." Suit: "Do you guys have a Web site?" Kid: "We have a Web site under construction." Suit: "You're on the World Wide Web? This is fantastic. I think we'd be idiots not to fund this." VO: "The new E*Trade. More of what you need to stay ahead in today's economy."Goodby, Silverstein & Partners, San FranciscoIn this captivating ad, a stocky man performs a big song and dance in full Frank Sinatra mode. Feel free to sing the following to the tune of "My Way": "What is a man, what has he got, if not a user name, not a heck of a lot. You bid fair price, you made the sale. You get great value, compared to retail. The feedback shows you won't get hosed, when you do it eeeeeeeeBay."Wieden + Kennedy, New YorkWatching sports, people shout instructions at their TV sets. "Get out of the crease!" a woman screams. "Basketball 101," says a man. "Tackle somebody!" yells a fan. Tag: "Without sports, there'd be no one to coach."Publicis, New YorkMeet the Green family. In this funny spot, daughter Kelly's date, Chad, shows up at the house. "So, Kelly tells me you're on the football team," Dad says. "He's the mascot," sniffs Kelly's brat-faced brother. Gulp. "Like candy, Chad?" asks Dad, offering licorice to the poor kid. When Kelly finally enters the room, Chad smiles at her, revealing blackened, candy-coated teeth. "Let's get a picture," Dad says.Laird + Partners, New YorkWill Kemp created a stir in this loose-fit jeans spot. A professional dancer from England, Kemp shakes it to Quincy Jones' "Stuff Like That," setting hearts aflutter across the civilized world. "Keep it loose … For every generation," says studboy, the random crush of 2002.Element 79, ChicagoThis masterful spot presents the history of Gatorade, the first sports drink. It was created by University of Florida doctors to help the 1965 Gators football team survive—and flourish—in the brutal heat of Gaines ville. A cast of thousands—doctors, scientists, football players and journalists—are featured, but the star is sportscaster Keith Jackson. Whoaaaa, Nellie, it's a great ad.BBDO, New YorkConfined to a wheelchair, a man nurses a broken leg. However, in the plaster cast, near the knee, is a bottle opener—which is put to good use. VO: "Now enjoy Guinness anywhere." This original ad pitches "authentic Guinness draft in a bottle."D'Arcy Masius Benton & Bowles, New YorkAs Dean Martin sings, "The weather outside is frightful. But the fire is so delightful. And since we've no place to go …" men feverishly shred paper and throw it out of the top-floor windows. Hit it, Dean-o: "Let it snow. Let it snow. Let it snow." Graphic: "To all those who weren't naughty this year. Happy holidays."Goodby, Silverstein & Partners, San FranciscoA computer-mouse arrow grabs a criminal by the jacket and drags him outside and into a waiting police van. VO: "Using Hewlett-Packard mobile technology to get information quickly and easily, the world's police forces now fight crime digitally."Crispin Porter + Bogusky, MiamiA woman puts her desk lamp outside on the curb. As the lamp gets drenched, a new lamp can be seen in the woman's apartment, warm and safe. "Many of you feel bad for the lamp. That is because you're crazy," says a man, standing in the rain. "It has no feelings, and the new one is much better." Tagline: "Unböring."Secret Weapon Marketing, Santa Monica, Calif."I'm introducing my best ultimate cheeseburger ever," says Jack, walking onto a train platform. "Now I want to see what real people think." He meets a man named Jared. "Where you from?" Jack asks. The kid an swers, "The subway." Jared from Subway. Bet that burger has more than six grams of fat.TBWA\Chiat\Day, New YorkWearing only underwear, Vaughn garnered some serious pub with his Chippendales act. Still, his joie de vivre rubs off. Graphic: "Why is this man so happy?" Because Kmart now carries Joe Boxer clothing.TBWA\Chiat\Day, San FranciscoA teenager walks around town, grooving to the music on his portable CD player. He has a funny way of grooving, though. While the upper half of his body is perfectly rigid, his legs gyrate wildly. The special effects are cool, but the kid looks like a poster boy for the Anorexia Nervosa foundation. The ad sells Levi's lightweight and flyweight jeans.BBDO, New YorkA man checks into a tony hotel. "Would you like a free newspaper in the morning?" sniffs the really annoying desk clerk. There are more inquiries: "Shoeshine?" "Wake-up call?" "How about our turndown service with a complimentary chocolate on your pillow?" Next scene: A giant red M&M lies on a pillow, sighing. Terrified, the man leaves the room lights on and refuses to go to sleep.McCann-Erickson, New YorkTwo waiters swap items at a restaurant. VO: "Aprons: 30 euros." Two women make an exchange at a beauty pageant. VO: "Sashes: 85 dollars." Two soccer players trade jerseys after a game. VO: "Football fever: priceless." It's a nice World Cup tie-in.Merkley Newman Harty + Partners, New YorkAs a Mercedes is about to be crushed by a compactor, the car's life flashes before our eyes. From the vehicle's POV, the viewer sees the original owner and his pregnant wife, kids crawling on the hood, teenagers making out in the front seat, winter ice and summer rain. VO: "The outside may change, but the soul remains the same."Wieden + Kennedy, Portland, Ore.Visual: a man grilling steaks and drinking beer. VO: "I bet you Noah got pretty hungry staring at those two cows while holed up in that boat. Probably thought to himself, 'There are a lot of other animals. Who's going to miss 'em?' Hats off, Noah. You're a stronger man than me."Crispin Porter + Bogusky, MiamiIn this visually striking ad, a bulldog sizes up a Mini automobile—and the two look like they were separated at birth. After the stare down, the mutt circles to the rear of the car and starts sniffing the tailpipe. Graphic: "Let's get acquainted." Tagline: "Mini. Let's motor."Clarity Coverdale Fury, MinneapolisHolding a baby, a woman speaks to a video camera: "Hi, Emma. It's Mommy, and this is you. Emma, Mommy is really sick. So I wanted to do this so you'll always know how much I love you." And she sings "You Are My Sunshine" to her daughter. Graphic: "Be there tomorrow. Stop smoking today."BBDO, New YorkBased on the original animated TV show, this spot pits Davey and Tommy in a wrestling match over a can of Mountain Dew. Dad breaks up the fight, confiscates the soda and drinks it. "What just happened here?" asks Tommy. "We got hosed," Davey replies. Tagline: "Do the Dew."Euro RSCG MVBMS Partners, New YorkIn the great outdoors, a woman runs at a brisk clip. When a thunderstorm begins to build behind her, she picks up the pace. With the storm in hot pursuit, the athlete reaches safety—under an overpass. Thing is, the storm stops, too, and doesn't move again until she does. VO: "What keeps you running?" Tagline: "Achieve. New Balance."Wieden + Kennedy, Portland, Ore.The premise is simple: Show the ballet of movement when people "Just do it." In 90 seconds, this stunning spot touches on nearly every sport known to humankind, from running to frisbee throwing. "Move" is a visual and aural masterpiece.Wieden + Kennedy, Portland, Ore.In the cold distance, the sound of a thundering herd. Buffalo? Cattle? Wildebeest? When the stampeding creatures come into view, the question is answered: It's people! Runners, actually. The athletes sprint across the land like … horses! It's an impressive Nike apparel spot, impossible not to watch. Tagline: "Made to move."Wieden + Kennedy, Portland, Ore.In this thrilling spot, a French guy runs from a psychotic chicken, leaping tall buildings in a single bound. VO: "When a chicken in this neighborhood gets angry, it will chase you down." As the man leaps from terrace to terrace, the resolute bird pursues. Don't try this at home: The "urban gymnast" is the real deal, part of a French acrobatic troupe.Fallon, MinneapolisWatching salmon swim upstream on TV, a goldfish takes a leap of faith. Jumping from its bowl, the fish flies out a window and onto the street below. After a number of fortuitous circumstances, the fish joins the salmon spawning run. Sex sells, even on PBS. Graphic: "Be more empowered."BBDO, New YorkYes, Pepsi has since whacked Britney Spears. And yes, this long-form spot is one massive ego massage. But it is entertaining, and it's still fun to hear the old Pepsi jingles through the years. Britney even looks good as an Annette Funicello wannabe.McCann-Erickson, New YorkVisual: a wedding reception. VO: "The men have taken a break from the festivities to bond and show support for their newly committed brother." "Did she give you a hall pass?" busts one. But when the groom opens a beer with his wedding ring, his buds are impressed. VO: "And thus the groom maintains his status among the pack."Lowe, New York; Lowe/Brindfors, Stockholm, SwedenWhile Spaniards watch the World Cup on TV, a man drives the deserted streets of Barcelona. In a Saab, the guy experiences the joy of motoring on roads normally snarled with traffic. Graphic: "Life is not a spectator sport."Goodby, Silverstein & Partners, San FranciscoIn this cool spot, people back out of garages, stop at traffic lights, traverse intersections, drive on freeways, even park in lots. Thing is, there are no vehicles in sight. VO: "When we design our cars, we don't see sheet metal. We see the people who may one day drive them."Deutsch, New YorkWig-wearing Snapple bottles come to life in this outrageous ad. Teenager bottles party hardy in a house, trashing the place. Which sucks for an adolescent girl bottle because her parents return unannounced, putting an end to the debauchery. Simply, the bottles emote. It's beyond hilarious.Young & Rubicam, New YorkA man learns Russian, works out vigorously and consumes health drinks. Flying to Moscow, he is ushered to Russia's Cape Canaveral. With a Sony camera at the ready, the man is launched into space. Graphic: "When the kids ask where the money went …show them the tape." Nice to have $20 million to spend chasing the stars.TBWA\Chiat\Day, Playa del Rey, Calif.Three guys speak in a foreign language. "Tomorrow we strike," one says. "They'll never see us coming," says another. That's when red dots—automatic-weapon tracers—start appearing on their clothes. "Uh-oh," says a terrorist. VO: "Beware of what you can't see. Socom: U.S. Navy Seals."Publicis & Hal Riney, San Francisco"You're not going to believe what I'm looking at," says a woman, talking into a cell phone. "I can't even tell you." "You don't have to tell her, you can show her," says the Sprint detective, taking a photo for phone-to-phone transmission. Show what? Sieg fried and Roy micro waving a burrito at a convenience store.Cliff Freeman and Partners, New YorkWhile the boss gives orders over the phone, workers pass around a pen. "You know, sir," says an employee, "instead of saving money by having just one office pen, we could just go to Staples." Final joke: A man sticks his head into the conference room. "Hey, client's here," he says. "We need the pen."nicebigbrain, New YorkIt's theater night at the old-folks home, and the elder thespians throw a knockout punch, recreating all the memorable scenes from Rocky: "Rocky, you're breaking the ribs." "Can you take off your hat? I always knew you was pretty." "Cut me, Mick." This funny ad pushes TCM's Oscar-heavy program schedule.BBDO, New York"Platoon, Wall Street, Hot Shots! Somebody loves Charlie Sheen," says a video-store employee. The customer is Sheen himself. "Oh," the clerk says, disgustedly. Of course, Sheen wants to write a check and the sales guy needs ID. After a long wait, the clerk looks at Sheen's driver's license. "This doesn't look like you," he says. "It did when I came in here," says Martin Sheen.Arnold, BostonWaking at 7:30 a.m., a man begins another monotonous day. He dresses, travels to work, drinks coffee, shuffles papers, returns home. Split-screen views of his rituals scream boredom. Until, that is, he sees the holy grail. Graphic: "The new Beetle convertible … Coming soon." Best of all, ELO is cool again!Arnold, BostonWho knew the world was square? Clocks, electrical outlets, office buildings, soap pads, paintings, telephones, dish towels, air vents, floppy disks. Thank God for the curvy Volkswagen Beetle.

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Best Spots of 2002

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