SiegelGale, a contender in the ongoing review for the $50 million account of the U.S. Air Force, broke a new campaign for the client in movie theaters last week.
Ads range from aerial dogfights to an emotionally charged spot in which a scene with a mother and her children is transformed into a still photo taped inside the cockpit of an Air Force jet being piloted through a dark night.
Kenneth Cooke, chief creative officer of SiegelGale, called the latter spot "very atypical of most military advertising" with its emotional, rather than adventure-driven, appeal.
The New York shop created one 60-second movie trailer and four 30-second television spots as a subcontractor for agency of record Bozell Kamstra Texas in Irving, Texas.
The advertising campaign, with a budget of $34 million, will air on national network television beginning in September.
Agencies participating in the current Air Force review said the appearance of the new work at this juncture is not a good omen.
"We're afraid that the Air Force is just going to hand the business to SiegelGale after all this," one agency source said. "We might just be wasting our time."
Contenders for the account include the incumbent, GSD&M, Austin, Texas; Image Media Services, McLean, Va.; TMP Worldwide, Washington, D.C.; and one undisclosed agency. The Air Force's marketing department is based in San Antonio.