Creative: Best Spots of April

A man in a dog suit--does it get any better than that? Now in its second year, the Fogdog.com campaign is looking to grow its canine character and add to the folklore and pop culture of year one. "Since the company name didn't correlate to what they do [all-sports Web retailing], we had to create a character called Fogdog," says creative director Jeff Odiorne of Odiorne Wilde Narraway & Partners in San Francisco. "We came up with the idea of an icon who was earnest and passionate about sports, always concerned about getting you the right equipment. But we didn't want a mascot." What they got was a "man" of mystery who just happens to show up at the right moment--when a baseball player and rock climber need help. But now it's time for the pooch to surprise again. Enter a rappin' Isaac Hayes (cool factor) and three new spots with three new sports--golf, women's hoops and surfing. Why these three? "Anything is fair game," Odiorne says. "Golf is hugely popular. Women's basketball is a recognition that female sports is a big thing--and that the dog is an equal opportunity icon. Although surfing is not in the mainstream, it's been around for a long time. The dog loves all sports; he's a cultural gatekeeper. We're putting tent stakes all around the sports world." Bell Atlantic Yellow Pages Othello Agency: Tierney & Partners, Philadelphia CD: Rochelle Klein AD: Teri Hanny CW: Patrick Hardy Exec. prod.: Peg Finucan Agency prod.: Pam Ferman Prod. co.: Palomar Pictures Dir.: Dan Rush Editor: Adam Liebowitz, Go Robot Music: Darren Soloman, Sherman Foote, Big Foote Music As a handsome couple prepares to enter a theater, the marquee, wall posters and Playbill tell the story: James Earl Jones in William Shakespeare's Othello. As the house fills, the excitement is palpable. Finally, the lights dim and an announcement is made: "Ladies and gentlemen, the role of Othello will be played by J.J. Walker." There's Mr. Dyn-o-mite in period costume. From the orchestra to the balcony, mouths drop. "Why settle for a stand-in?" asks an on-camera Jones. "Nine out of 10 New Yorkers use the genuine Bell Atlantic Yellow Pages. It's life, listed alphabetically." Carfax Dog Agency: The Martin Agency, Richmond, Va. CD: Hal Tench AD: Ty Harper CW: Raymond McKinney Agency prod.: Judy Wittenberg Prod. co.: Crossroads Films Dir.: Bruce Hurwit Editor: Andre Betz, Bug Editorial A guy who looks like the product of an incestuous relationship sits in the passenger seat of a moving pickup truck. "I don't know why I bother," he says to the unseen driver. "Do you want to go home? You don't pay attention to what I say. You're not even listening to me now, are you?" The camera pans to the right: A dog is behind the wheel. At that moment, the rabid mutt takes a sharp left turn to pursue a flock of ducks, which waddle toward a pond. As the birds fly away, the truck goes airborne and slams into the water. VO: "People do some strange things to cars. That's why there's Carfax. We'll give you the real history of any used car." Where's Atticus Finch when you need him? Castrol GTX Gas Agency: Hampel/Stefanides, N.Y. CD/CW: Larry Hampel CD/AD: Dean Stefanides Agency prod.: Andrew Lippman Prod. co.: MJZ Dir.: Sean Thonson Editor: Barry Stilwell, Jump Composer: Craig Snyder, Snyder Music Visual: A man and his muscle car on wet, winding roads. Background music: an instrumental version of "American Woman." VO: "She's a real beauty. And she never bugs you about spending so much time with the guys. She never complains about you watching football. She thinks a little gas is a good thing. Maybe she isn't a she, after all. Here's to the perfect relationship. Here's how to keep it that way." Super: "Castrol GTX provides maximum protection against viscosity and thermal breakdown." Tagline: "Drive hard." There are serious sexual overtones in this spot--just not sure of the preference and/or proclivity. Dairy Management Hook Agency: DDB, Chicago Chief creative: Bob Scarpelli Group CD: Don Pogany CDs: Craig Feigen, Adam Glickman AD: Kevin Kearns CWs: Bart Culberson, Scott Smith Exec. prod.: Greg Popp Prod. co.: Propaganda Dir.: David Kellogg Editor: Glen Martin, Nomad Cinematographer: Bill Pope An apotheosis of comic timing, this hilarious spot puts the viewer in the hold of a pirate ship. Arggggh! The crew--a verminous, crusty lot of thieves and beggars--wants to eat the giant hunk of cheddar placed on a table in the room. As one seaman tries to grab a piece, a second says, "Don't even think about it." "Why do we always have to wait for the captain?" asks the first. Suddenly, a peg leg clumps on a wooden staircase. It's the captain. He eyes the motley mateys, then lifts his arm. Instead of a hook, it's a cheese slicer. "Let's eat!" the captain exclaims. Tagline: "Ahh, the power of cheese." Fogdog Duffin' Dog Agency: Odiorne Wilde Narraway & Partners, S.F. CDs: Michael Wilde, Jeff Odiorne AD: Michael Wilde CW: Greg Collins Agency prod.: Melissa Duggan Prod. co.: Tool of North America Dir.: David Jellison Editor: Bob Spector, Bob 'n' Sheila's Edit World Music: Tree Sound Studios While an on-camera Isaac Hayes does a rappin' Shaft thing, a golfer struggles with his game. Says Hayes: "The back nine ain't showing Roger a whole lotta love. Better call in the dog. If your ball is hanging in the rough and holding out seems mighty tough he's got the balls, sticks and shoes to erase those triple-bogey blues." Visual: The Fogdog guy grabs the golfer's driver, throws it into the pond and supplies him with a new club. Fogdog.com is "the athlete's toy store and a whole lot more." "That dog's got bite," concludes Hayes. Gateway Supermarket Agency: McCann-Erickson, N.Y. CDs: Sherry Pollack, Joyce King Thomas ADs: Allison Brown, Sherry Pollack CW: Robert Frost Agency prod.: Patti Englebert Prod. co.: Bedford Falls Dir.: Kevin Donovan Editor: Nelson Leonard, Editing Concepts Remember when you were a kid riding in your uncle's car and he wouldn't let you change the radio station because he liked the Ray Conniff instrumentals? That type of mindless music sets the tone for this subtle and funny spot, which lets a customer live out a shopper's fantasy. In the store, a man tastes a can of soda, licks ice cream from a carton, swishes mouthwash, works a Q-Tip deep into his aural cavity and sneezes into a tissue. VO: "Wish you could try things before you buy them? Come into a Gateway country store, and you can try all the computers before you buy one." Good thing he didn't venture into the condom aisle. HearMe.com Late for dinner/bread Agency: Doremus, S.F. CD: Joe McCormack AD: Susan Hay CW: John Mannion Agency prod: Jon Rosenberg Prod. co.: MJZ Dir.: Jonathon David Editor: Dave Becker, FilmCore Music: World Wide Radio After a monk fails to show at dinner, his monk brethren go searching for him. Where is he? Talking to his computer screen: "Our nine-grain [bread] turns out so heavy," he says. The computer talks back: "Here's what you do. Add yeast and knead it with your hands for a while. It should rise just fine." Busted! The tardy monk is logged onto HearMe.com, a "live voice on the Web." IKEA san francisco grand opening Agency: Deutsch, N.Y. ECD: Kathy Delaney Group CD/Dir. Cheryl Van Ooyen ACD/ AD: Scott Bassen ACD/CW: David Rosen Agency prod: Bruce Andreini Prod. co.: Jones Films Editor: Jonathan Smalheiser, 3 Fingered Louie Music: Musikvernuegen This funny ad puts three IKEA men in San Francisco, where they add a designer's touch. The workers place a meditating woman in a comfy chair, put pillows on the benches of a local football field, frame a lost-dog poster and house the flowers of Hare Krishnas in vases. The point? To announce the opening of IKEA's Emeryville store. Listen.com Diner Agency: Foote, Cone & Belding, S.F. CD/CW: Ken Muir CD/AD: Jim Samalis Agency prod.: Vince Genovese Prod. co.: Bravo Zulu Dir.: John Mastromonaco Editor: Jon Francis, Phoenix Editorial Music: Mark Kilian, Machine Head Audio mix: One Union In a diner, everyday sounds--ringing telephones, frying eggs, swirling fans, swishing coffee, clanging utensils, chatting customers--make beautiful music. VO: "There's music everywhere, if you know where to look." Listen.com provides online links to more than 60,000 artists. Tagline: "Find your music." National Pork Producers Council Meat Case Agency: Bozell, Chicago CD: Mike Powell AD: Laura Zynda CW: Faron Greenfield Agency prod: Tracy Heropkie Prod. co.: Epoch Dir.: Dewey Nicks Editor: Martha Kelley, Avenue Edit Music: Audio Recording Unlimited As a man gazes across an endless meat case, four choices appear on the screen: a) Ground chuck; b) Chicken (again); c) Crab-like meat product; d) Other. VO: "There is an alternative to the ordinary." Of course, the fellow picks "d": Pork is the "other white meat." Pemmican Beef Jerky Survive the Day Agency: North Castle Partners, Stamford, Conn. ACD/Sr. CW: Steve Mark ACD/Sr. AD: Steve Garbett Agency prod: Jack Blandford Prod. co.: Partizan Dir.: Doug Nichol Editor: Steve Kraftsow, Boomtown Music: Marshall Grantham, Russo Grantham Visual: While a man eats jerky by the bagful, a dog humps his leg. Music: (C&W): "Lost my job, my wife loves Bob. I'm left with some old stray. Need some help to get me through the day. I'd drive myself to better luck, but they just took my pickup truck." Pemmican will help you "survive the day." Philips Marathon Light Bulbs College Agency: Jordan McGrath Case & Partners/ Euro RSCG, N.Y. CD: Steve Magee AD: Doug Veith CW: Brian Bellanca Agency prod.: Debbie Dunlap Prod. co.: Coppos Films Dir.: Mike Bigelow Editor: Craig Warnick, Madhouse Music: Craig Snyder, Snyder Music How many college freshmen does it take to screw in a light bulb? None. Dad does the honors on his son's first day in the dorm. The bulb is witness to everything that happens in the room: all-nighters, weekend parties, meditating roommates and romance. VO: "He finished in four. The bulb? It's on the five-year plan." What a cool way to mark time--and sell a light bulb. Polaroid Spin the Camera Agency: Goodby, Silverstein & Partners, S.F. CDs: Rich Silverstein, Jeff Huggins AD: Tavia Holmes CW: Brian Friedrich Agency prod.: Matt Bijarchi Prod. co.: Propaganda Dir.: Rene Eller Editor: Lisa Gunning, Post Factory Music: Face the Music To idle away the time, young travelers play spin the Joycam at the airport. Each spin brings a passionate kiss or grimaced resignation, depending on the spinner and spinnee. Photos get taken between spins, of course. The final twirl points to a nearby baggage guy, who puckers up. Gritty footage and scruffy adventurers help this spot ring true. Powerade bus ride Agency: McCann-Erickson, N.Y. CD: Holland Henton AD: Adam Wadsworth CW: Burnley Vest Agency prod.: Jonathan Shipman Prod. co.: Epoch Dir.: Jeff Preiss Editor: Richard Gordon, Mad River Music: Needledrop Super: "Monroe H.S. basketball team 44 minutes before tipoff." Visual: A busload of teenagers rhythmically and ferociously pounding the seat backs with their fists. VO: "Whatever you do to get up for the game, stay up." Tagline: "Keep playing." Translation: Drink Powerade before, during and after the game. Snapple The program Agency: Deutsch, N.Y. ECD: Kathy Delaney Group CD/CW: Cheryl Van Ooyen AD: Matt Myers Agency prod.: Karen Leiper Prod. co.: Headquarters Dir.: Joe Public Editor: Richard Gordon, Mad River Sound engineer: Jeff Payne, Eleven "At Snapple, we know good fruit is healthy fruit," says the on-camera narrator. "That's why we provide individualized care for the whole fruit through a strict program, including vigorous exercise, a healthy diet and random screenings for preservatives." Visual: People dressed in fruit costumes working out, eating right and giving urine samples. Volvo Saturday Agency: Messner Vetere Berger McNamee Schmetterer/Euro RSCG, N.Y. CDs: Michael Lee, Paul Wolfe AD: David Fox CW: James Overall Agency prod.: Andrew Linsk Prod. co.: HSI Productions Dir.: Sam Bayer Editor: Paul Martinez, Lost Planet Music: Mr. Scruff His son swims in a meet at the pool and his daughter plays soccer at the park. Can Dad be in two places at once? Yes, thanks to the Volvo V70-TF. The next best thing to Star Trek's transporter, the car gets Dad where he needs to go. Did you see that Scotty (80-year-old James Doohan) recently fathered a baby girl? Talk about turbo-charged. Webvan Meat counter Agency: Publicis & Hal Riney, S.F. CDs: Kevin Jones, Steve Luker, Mike Mazza AD: Rick Vargas CW: Andy Sohn Agency prod.: Kris Roberts Prod. co.: Stiefel & Co. Dir.: Noam Murro Editor: Avi Oron, Cosmo Street East As a woman waits to be served at a supermarket meat counter, the butcher calls out "No. 29." She holds No. 54, but there's no one else within miles. Still, the butcher insists on going in order: "No. 30, No. 31 " VO: "Same groceries, no store. Webvan. You may never go to the grocery store again." Zippo lady liberty Agency: Egan/St. James, Pittsburgh ECD: Lee St. James CD/CW: Bill Garrison ACD/AD: Jay Giesen Exec. prod.: Marilyn Salley Prod. co.: Northcoast Productions Dir.: Michael Killen Editor: Terrance Vails Music: Michael Goodis The wind knocks out the lights of a mysterious building. As a watchman climbs up a winding staircase, the viewer wonders where this is taking place. A lighthouse? Reaching the top of the stairs, the man opens the hatch, pulls out his lighter and flicks it. Final scene: The Statue of Liberty's torch blazes wildly, a beacon in the night. Tagline: "Zippo: Use it to start something.

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Creative: Best Spots of April

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