CREATIVE: Best Spots - March | Adweek CREATIVE: Best Spots - March | Adweek
Advertisement

CREATIVE: Best Spots - March

Advertisement


Best Spots are selected by Adweek editors from commercials breaking on broadcast and cable television. Call Nancy Sobel at (212) 536-6453 to submit reels or to order this month's collection.

The Best Spots section is compiled by Mark Lang.

ADVANTAGE FLEA CONTROL
OK, this ad scores big on the cute meter. Hey, is there a tougher sell than flea collars? The song is a little lame, but, gosh, these puppies and kittens sure are adorable.
TITLE: Kid's Song
AGENCY: Bernstein-Rein, Kansas City, Mo.
CREATIVE DIRECTOR: Diana Phillips
ART DIRECTOR: Bill Courtney
COPYWRITER: Dan Mowry
AGENCY PRODUCER: Mark Schotte
PRODUCTION CO.: Sandbank Films
DIRECTOR: Henry Sandbank
SPECIAL EFFECTS: Click 3X
MUSIC: Walter Bryant Productions
SOUND DESIGN: JSM

THE BALTIMORE SUN
Using a running analogy, this ad hits home. "Two-thirds of Baltimore-area third-graders are reading below grade level," says the voiceover. "If they fall behind now, they'll never catch up." So the Baltimore Sun started Reading by 9, a daily section in the newspaper that helps children hone their reading skills and affords parents quality time with their kids. Bravo.
TITLE: Reading by 9
AGENCY: Trahan, Burden & Charles, Baltimore
CD/DIRECTOR: Allan Charles
ACD/ART DIRECTOR: Rob Schnapp
COPYWRITER: Keith Quesenberry
PRODUCTION CO.: Charles Street Films
EDITOR: Kenny Klompus
MUSIC: Crushing Underground

CADILLAC SEVILLE STS
Talk about scene stealing: Seinfeld's David Puddy blows away Gregory Hines. Playing a security guard, Puddy won't let the Seville-driving Hines pass. After a short chat in which the Pudster declares his allegiance to Jack Webb, Hines asks if he can go. "In a sec," says our hero, surveying the car. "I'm bonding." Who is this guy?
TITLE: Bonding
AGENCY: DMB&B, Detroit
CREATIVE DIRECTOR: Gary Howell
ART DIRECTOR: Alan Rado
COPYWRITER: Rob Hendrickson
AGENCY PRODUCER: Leslie Rose
PRODUCTION CO.: Creative Film Management
DIRECTOR: Matthew Penn
EDITOR: Mark Goodman, Lost Planet
MUSIC: Elias L.A.

CALLAWAY GOLF
Bill Gates has only one mission left in life--proving he's actually a human being and not an alien from a distant planet. This spot puts some flesh on him. Mr. Microsoft started playing golf five years ago, he says, and the game is "really frustrating." He takes lessons and, on the advice of his dad, uses a Callaway Big Bertha driver. Of course, one advantage to being the $50 billion man: No one's going to rat on him when he moves his golf ball from behind a tree.
TITLE: Big Idea
AGENCY: Dailey & Associates, Los Angeles
CD/COPYWRITER: Cliff Einstein
CD/ART DIRECTOR: Steve Beaumont
AGENCY PRODUCER: Joe Stanley
PRODUCTION CO.: Dark Light Pictures
DIRECTOR: Caleb Deschanel
EDITORS: Charlie Chuback, David Chessel, FilmCore
COMPOSER: Martin Lund, Admusic

THE DAILY SHOW (comedy central)
Craig Kilborn speaks Russian in this funny promo. Via English subtitles, Kilborn says he learned the lingo to read Tolstoy, and we learn he's at least four inches taller than the Big Three news anchors. Kilborn is cool, and he made the right move leaving ESPN. But he's got to miss Bristol, Conn.
TITLE: Russian
AGENCY: Hungry Man, New York
CD/COPYWRITER/DIRECTOR: Hank Perlman
ART DIRECTOR: Mike Rosen
PRODUCTION CO.: In-house
EDITOR: Emily Dennis

DOCKERS
A woman screams--a mouse is running past her bagel. Her Dockers-wearing boyfriend speeds to the rescue, chasing and capturing the elusive foe. Upon closer inspection, though, the varmint is cute and cuddly, and it gets a death-row pardon. Best of all: ladies and gentlemen, on vocals--the great Chrissie Hynde.
TITLE: Creature Comforts
AGENCY: Foote, Cone & Belding, S.F.Group
CD/ART DIRECTOR: Chris Shipman
CD/COPYWRITER: Suzanne Finnamore
AGENCY PRODUCER: Robert Gondell
PRODUCTION CO.: Atherton & Associates
DIRECTOR: David Deneen
EDITOR: Paul Morling, FilmCore
MUSIC: The Pretenders

FISHER-PRICE RESCUE HEROES
Best Spots loves the use of the "Macho Man" song to sell rescue-hero toys--a fireman, mountain ranger, construction worker and scuba diver. The ad says they're "tough guys who are good guys and ready to rescue the world!" Can't wait to see the "In the Navy" action figures.
TITLE: Macho Man
AGENCY: Young & Rubicam, New York
CREATIVE DIRECTOR: Debra Stern
ART DIRECTOR: Cynthia Herrli
COPYWRITER: Michele Paccione
EXECUTIVE PRODUCER: Robin Dobson
PRODUCER: Rikki Buceta
MUSIC PRODUCER: Dane Gorman
PRODUCTION CO.: Firehouse Films
DIRECTOR: John Sturner
MUSIC: Phil Ashley, Rocket Music

GENERAL MOTORS
With shots of kids being kids, this well-crafted spot gets it done. "They don't drive yet," says the voiceover, "but they drive nearly everything we do. Morning, noon and night, we're in constant motion--heading out, picking up, dropping off, swinging by, loading up and heading home." That's exactly why people drive cars--to move their lives forward.
TITLE: Kids
AGENCY: N.W. Ayer & Partners, Detroit
CD/COPYWRITER: Dave Henke
ART DIRECTORS: Alex Spak, Griffin Stenger
COPYWRITER: Bob Waldner
AGENCY PRODUCER: Elaine Dia
PRODUCTION CO.: Dektor Higgins
DIRECTOR: Leslie Dektor
EDITOR: Charlie Bender, Homestead Editorial
MUSIC: North Forty Music

ISUZU AMIGO
From the so-bad-it's-good file (sing to the '60s Slinky toy song): "What goes down stairs, alone or in pairs, and even goes off-road? A thing, a thing, a marvelous thing, everyone knows it's Amigo. Amigo! Amigo! For sun and love and joy. Amigo! Amigo! Fun for a girl and a boy." Of course, now you'll be singing this all day long.
TITLE: Slinky
AGENCY: Goodby, Silverstein & Partners, San Francisco
CDS: Jeff Goodby, Rich Silverstein
ART DIRECTOR: Dave Gray
COPYWRITER: Gerry Graf
AGENCY PRODUCER: Tod Puckett
PRODUCTION CO.: Partisan Films
DIRECTOR: Traktor
EDITOR: John Murray
MUSIC: Asche & Spencer

KELLOGG'S CORN FLAKES
Clutching a shoebox full of receipts, a guy prepares for his audit. He fumbles and bumbles until the IRS man asks, "Did you make money last year?" "Yes," says the guy. "Did you send us most of it?" He did. Audit's over. The themeline: "Life is not complicated. Simple is good." A public-service reminder from Best Spots: April 15th is this Wednesday!
TITLE: IRS
AGENCY: Leo Burnett, Chicago Group
CD: Phil Raskin
CD/ART DIRECTOR: Bob Akers
CD/COPYWRITER: Ned Crowley
AGENCY PRODUCER: Bob Carney
PRODUCTION CO.: House of Usher
DIRECTOR: Kinka Usher
EDITOR: Glenn Martin, Nomad Editing

KFC
Riding the bus never looked this good. Bobby, a bush-league ballplayer, keeps getting traded--from Bakersfield to Toledo to Vancouver to Stillwater to Shreveport to San Juanita to, finally, the Kinitsu Karp. KFC can be found everywhere--including the land of sushi.
TITLE: Player
AGENCY: Young & Rubicam, New York
CDS: Chris Grabenstein, John Lucci
COPYWRITER: Dave McMillan
EXECUTIVE PRODUCER: Sue Chiafullo
PRODUCTION CO.: Backyard Productions
DIRECTOR: Rob Pritts
EDITOR: Madhouse

KIA SPORTAGE
A couple in Cajun country is looking for something to do. Zam's Swamp Tour? Sounds like fun and into the Sportage they go. "Who needs roads, baby," says Zam, his accent as hot as cayenne pepper. As the SUV flies through the air, Zam adds, "That got your mojo going, huh?" In the end, the couple is mojoing all over the place: aaaaai-yeeeeee!
TITLE: Swamp Tour
AGENCY: Goldberg, Moser, O'Neill, S.F.
CD/ART DIRECTOR: Mike Moser
CD/COPYWRITER: Dave Woodside
AGENCY PRODUCER: James Horner
ASSOCIATE PRODUCER: Karena Dacker
PRODUCTION CO.: Bednarz Films
DIRECTOR: Jeff Bednarz
EDITOR: Bob & Sheila's Edit World
MUSIC: David Grisman

NEW YORK STATE DEPARTMENT OF ECONOMIC DEVELOPMENT
With a French ballad playing in the background, a pretty girl cycles past vineyards and through provincial towns. Sitting next to a vintner, she samples his wine. "C'est magnifique," she says. He replies: "What did you expect? This is New York."
TITLE: Winery
AGENCY: Toolbox, New York
CD/ART DIRECTOR: Peter Rabot
CD/COPYWRITER: Jan Zlotnick
AGENCY PRODUCER: Geoff Kelly
PRODUCTION CO.: Assembly Films
DIRECTOR: Steve Marro
EDITOR: Alan Eisenberg
MUSIC: Russo/Grantham

OCEAN SPRAY
Mixing red supers with scenes of people at play, this ad delivers a health-affirming message: "They're trying to be the best smartest healthiest most complete selves they can be To which we say good for you." As long as you drink cranberry juice.
TITLE: Live Long
AGENCY: Arnold Comm., Boston
CHIEF CREATIVE OFFICER: Ron Lawner
CD/COPYWRITER: Alan Marcus
ART DIRECTOR: Bill Boch
AGENCY PRODUCER: Paul Shannon
PRODUCTION CO.: The End
DIRECTOR: Anouk Besson
EDITOR: Emily Dennis
MUSIC: Amber Music

PELLA WINDOWS
In the pouring rain, a man plans to elope with his girlfriend--but she can't open the window. The hot-babe neighbor, though, owns Pella windows, which open easily. The man drops to his knees and, in his best Brando, screams "Pella! Pella!" He gets the girl, of course--the Pella girl.
TITLE: The Elopement
AGENCY: Young & Rubicam, New York
CDS: Tom Coleman, Bob Wyatt
ART DIRECTOR: Ahmer Kalam
COPYWRITER: Jeff Maerov
AGENCY PRODUCER: Lori Talish
PRODUCTION CO.: Coppos Films
DIRECTOR: Mike Bigelow
EDITOR: Crew Cuts

RAY-BAN
As the sun rises, a bunch of Gen X-ers, all wearing sunglasses, sit and watch. A kid joins them, but his eyes are uncovered. When the sun tops the horizon, the latecomer is vaporized. "Somebody forget his Ray-Ban sunglasses?" laughs one of the kids, his smile revealing fangs. Vampires! As if being a slacker isn't enough of a problem, now they have a taste for blood.
TITLE: Vampire
AGENCY: Bozell, New York and Paris
CREATIVE DIRECTOR: Eric Allouche
ART DIRECTOR: Syleain Rollet
ACD: Nik Ives
ACD/COPYWRITER: Jill Danenberg
ART DIRECTOR/EXEC. PROD.: Paul Gold
PRODUCTION CO.: Tate & Partners
DIRECTOR: Baker Smith

SIX FLAGS MAGIC MOUNTAIN
A dude runs in slow motion to the strains of "Chariots of Fire." He reaches his destination--a garbage can into which he pukes his guts. Seems barf boy is another satisfied customer of Six Flags' new Riddler's Revenge--the world's tallest stand-up roller coaster. "Got the stomach for it?" asks the VO. Best Spots sure doesn't. Can you say projectile vomiting?
TITLE: Chariots
AGENCY: Grey, New York
GCD/ART DIRECTOR: Eric Finkelstein
GCD/COPYWRITER: Robert Baiocco
AGENCY PRODUCER: Ugo Pergolotti
ASSISTANT PRODUCER: Jeffrey Goodnow
PRODUCTION CO.: Johns + Gorman Films
DIRECTOR: Jeff Gorman
MUSIC: Bang

SONY PLAYSTATION
Most videogame ads show crazy kids doing crazy things. This raucous spot, though, has a wacko dad. He wakes his son, serves the kid coffee, then heads over to the big Playstation sale, where cyberbabe Lara Croft is signing autographs. The father fights through the crowd and gets his picture taken with Lara. "Does Mom know about this?" asks the son. "Who?" replies dear old dad.
TITLE: Lara Croft
AGENCY: TBWA Chiat/Day, Venice, Calif.
CD/ART DIRECTOR: Jerry Gentile
COPYWRITER: Bill Paul
AGENCY PRODUCER: Kecia Benvenuto
PRODUCTION CO.: MJZ
DIRECTOR: Vadim Perelman
EDITOR: Jon Hopp, Jigsaw
ANIMATION/CGI: In-Sight Pix
COMPOSER: Jason Johnson, Primal Scream

VOLKSWAGEN NEW BEETLE
A spectacular minimalist mix of art, copy and music, this spot reinvents Beetlemania. With the car approaching in the white distance, the copy reads: "If you sold your soul in the '80s here's your chance to buy it back." The Bug lives!
TITLE: Soul
AGENCY: Arnold Comm., Boston
CHIEF CREATIVE OFFICER: Ron Lawner
ACD/ART DIRECTOR: Alan Pafenbach
ACD/COPYWRITER: Lance Jensen
COPYWRITER: Josh Caplan
AGENCY PRODUCER: Bill Goodell
PRODUCTION CO.: Manifesto
DIRECTOR: Nick Lewin
EDITOR: Barney Miller, Ohio Edit
MUSIC: Hurricane #1

VOLKSWAGEN NEW BEETLE
In this simple, elegant ad, seven yellow Beetles form a daisy, then drive off. The copy: "Less flower. More power." It's advertising sure to impress even Paul, George and Ringo.
TITLE: Flower
AGENCY: Arnold Comm., Boston
CHIEF CREATIVE OFFICER: Ron Lawner
ACD/ART DIRECTOR: Alan Pafenbach
ACD/COPYWRITER: Lance Jensen
COPYWRITER: Dana Satterwhite
AGENCY PRODUCER: Bill Goodell
PRODUCTION CO.: Manifesto
DIRECTOR: Nick Lewin
EDITOR: Barney Miller, Ohio Edit
MUSIC: Stereolab