COMPARISON CLEANING

JMCP Publicidad’s first campaign for Procter & Gamble’s Bounty uses a triumvirate of men to show that size actually does make a difference.
The Jordan McGrath Case & Partners/Euro RSCG unit, New York, breaks the three-spot effort today for Bounty and Bounty “Select-a-Size” paper towels. In one of the Spanish-language spots, called, “Que Tres” (“What a Threesome”), tiny, average-sized and tall fellows show how Bounty Select-a-Size comes in various shapes for different jobs. The tag: “Select-a-Size, sized to suit you.”
“It’s a campaign with a new slant, a new angle to the traditional campaign spots,” said shop chief creative officer Marta Ferreira-Pero, who was the campaign’s copy-writer and co-creative director.