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Creative Focus: BEST SPOTS

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MARCH





ACURA DEALERS





At first, you might think you're watching Nissan's 'Toys' commercial as a doll couple maneuvers a tiny red sports car along a driveway. Then a full-size Acura approaches. Voiceover: 'How well did the Nissan 240 SX perform in a recent study? Not as well as we did.' The female doll registers surprise as the Acura squashes the Nissan.





TITLE: Bovy





AGENCY: DeVito/Verdi, New York





CREATIVE DIRECTOR: Sal DeVito





ART DIRECTORS/COPYWRITERS: Abi Aron, Aaron Eiseman





AGENCY PRODUCER: Robyn Boardman





DIRECTOR: Doug Taub





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ALPO





A Seeing Eye dog and its blind owner walk along New York streets. This dog, the owner tells us, 'knows more shortcuts than a cab driver.' At home, the man dishes out Alpo and says of his best friend, 'I plan on having him around for a long time.' Tagline: 'A great dog deserves Alpo.'





TITLE: Seeing Eye Dog





AGENCY: Dailey & Associates, Los Angeles





CORPORATE CREATIVE DIRECTOR: Cliff Einstein





CREATIVE DIRECTOR Mike Faulkner





ART DIRECTOR Dennis Hodgson





COPYWRITER: Lisa Kleckner





AGENCY PRODUCER: Joe Stanley





PRODUCTION CO.: Dark Light Pictures





DIRECTOR: Caleb Deschannel








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ASIANA AIRLINES





In spot reminiscent of the movie Koyaanisqatsi, scored by Philip Glass, we see a toddler being tossed in the air. 'When you were little, flying was special,' says a female voiceover. 'It still can be.' Superimposed titles list Asiana Airlines' special services: Sleeper First Class and Premier Business Class.





TITLE: Joy of Flying





AGENCY: Campbell-Ewald, Los Angeles





CREATIVE DIRECTOR: Lance Mald





ART DIRECTOR: Chip Kettering





COPYWRITER: Bob Ancona





AGENCY PRODUCER: Betty Meadows





PRODUCTION CO.: Ritts/Hayden





DIRECTOR: Carlton Chase





EDITOR: Spencer Susser, Rock Paper Scissors





MUSIC: John Trivers, Liz Myers, Trivers/Myers Music





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AT&T





Three girls want to go to the beach, but their mother says she has to attend an important meeting. Then Mom picks up her mobile phone, and, to the tune of Cyndi Lauper's 'Girls Just Wanna Have Fun,' the family hits the dunes. On the beach, the mother gets a phone call, and one of her daughters shrieks, 'It's time for a meeting!'





TITLE: Beaches





AGENCY: Young & Rubicam, New York





CREATIVE DIRECTOR/ART DIRECTOR: Tom Pratt





CREATIVE DIRECTOR Gordon Bowen





COPYWRITER: Kurtis Glade





AGENCY PRODUCER: Roseanne Horn





PRODUCTION COMPANY: Gartner





PRODUCTIONS DIRECTOR: James Gartner





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CHEVY VENTURE





The Chevy Venture minivan has a separate front and rear sound system. So while the parents in the front seat are singing along to 'Old MacDonald,' the baby in the back is singing along to Italian opera. The high culture sinks in. At the end of the spot, the baby says, 'Andiamo, mama!'





TITLE Baby





AGENCY: Campbell-Ewald, Warren, Mich.





EXECUTIVE CD: Bill Ludwig





CREATIVE DIRECTORS: Don Gould, Jim Gorman, Joe Puhy





ART DIRECTOR: Marie Abraham





COPYWRITER: David Goldberg





AGENCY PRODUCER: Jim Gilmore





PRODUCTION CO.: Propaganda Films





DIRECTOR: David Kellogg





MUSIC HOUSE Elias & Associates





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DAYTON HUDSON CORP.





Marshall Field's Field Days Sale is big. To remind us of its size, this spot shows items towering over Chicago. We see huge shoes riding on an elevated train, a large-scale jacket hanging from a lamppost, a monstrous fork and knife leaning against a building, as well as other enormous department store items.





TITLE: Big





AGENCY: Martin/Williams, Minneapolis





CREATIVE DIRECTOR: Lyle Wedemeyer





ART DIRECTOR: Pam Mariutto





COPYWRITER: Christoper Wilson





PRODUCER: Patti Petrich





PRODUCTION COMPANY: Buck Holzemer Productions





DIRECTOR Buck Holzemer





EDITOR: Scott Ferril, Martin/Williams Chop Shop





TECHNICAL EFFECTS: Jake Parker, Lamb & Co.





MUSIC: Needle Drop





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HYUNDAI TIBURON





Two men on a fishing boat watch as a Hyundai comes out of the ocean, slaloms between their net floats and dives under the boat. 'Tiburon,' you see, means 'shark,' and this is a sleek, muscular car. Voiceover: 'It's a whole new Hyundai.'





TITLE: Greast White





AGENCY: Bates USA West, Irvine, Calif.





CREATIVE DIRECTOR: Richard Butt





ASSOCIATE CD: Mike Anderson





ART DIRECTOR: John Bernardin





COPYWRITER: Lee Oliver





EXECUTIVE PRODUCER: Sharon Jones VonHulsebus





PRODUCTION CO.: Big Eye Films





DIRECTOR: Buddy Cone





COMPOSITING: Animal Logic





MUSIC: Wojahn Brothers





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IKEA SEATTLE





A nouveau Berliner type talks about 'meine shopping cart chair,' which is 'made to sit and made to roll.' The guy pretends he's in a supermarket, shopping for treats for his stuffed dog, Stinky. Voiceover: 'Sometimes all you want is a piece of furniture you can actually sit on.' Tagline: 'Ikea. Stuff you can use.'





TITLE: Shopping Cart Chair





AGENCY: McCann-Erickson, Seattle





CREATIVE DIRECTOR: Jim Walker





ART DIRECTOR: Karla Childers





COPYWRITER: Bobby Pearce





AGENCY PRODUCER: Stacy Chatfield





PRODUCTION COMPANY Crash Films





DIRECTOR Billy Kent





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KEDS MAGIC RAYS





Set in an animated forest and accompanied by a folky song, this spot gets across the idea that Keds Magic Rays shoes are fun for kids. After all, what could be boring about shoes that 'change colors in the sun'?





TITLE: Magic Forest





AGENCY: Foote, Cone & Belding, San Francisco





EXECUTIVE CREATIVE DIRECTOR: Paul Wolfe





GROUP CREATIVE DIRECTOR/COPYWRITER: Jeff Iorillo





ASSOCIATE CD/ART DIRECTOR: Doug Patterson





AGENCY PRODUCER: Kate Lee





PRODUCTION/ANIMATION COMPANY: H-Gun Labs





DIRECTOR/EDITOR/HEAD ANIMATOR: Patrick Siemer





ANIMATOR Adrian Dimond





MUSIC/SOUND DESIGN: Jim Colao, Robert Coddington





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KODAK





Using a Kodak FunSaver, a girl takes pictures of what she sees on Saturday: her feet, her dog, her bowl of cereal, her aerobicizing parents. When she gets the photos developed, a museum curator offers to buy the prints for a hundred grand. At the big art opening, a critic asks what she'll do next. 'Sunday,' she says.





TITLE: Saturday





AGENCY: Ogilvy & Mather, New York





CD/ART DIRECTOR: Rick Boyko





ART DIRECTOR/PRODUCER Lance Doty





ART DIRECTOR/CW: David Fowler





PRODUCTION CO. Propaganda Films





DIRECTOR: David Kellogg





EDITOR: Chris Franklin, Big Sky





MUSIC: Jonathan Elias





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LEXUS





Talk about personification. Here, the Brooklyn Bridge speaks in a raspy New York accent to a Lexus. 'You think you could take me?' the bridge asks. 'You want a piece of me? Let's go. You or me. Right now.' The car negotiates the roadway, passing over a muddy pothole. The ES 300, says the voiceover, is 'undeniably smooth, ever luxurious.'





TITLE: Brooklyn Bridge





AGENCY: Team One, El Segundo, Calif.





CREATIVE DIRECTORS: Tom Cordner, Mark Monteiro





ASSOCIATE CREATIVE DIRECTOR/ART DIRECTOR: Steve Levit





ASSOCIATE CREATIVE DIRECTOR/COPYWRITER: Rob Schwartz





AGENCY PRODUCER: Jack Epsteen





PRODUCTION COMPANY: HSI





DIRECTOR: Jim Sonzero





EDITOR: Stuart Wax, SW & Co.





MUSIC: Jill Fraser





SOUND DESIGN: Ron Denke, Primal Scream





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MILLER LITE





The Miller Lite wackiness continues. Here, an elderly man tries to impress a younger woman at a bar by tossing what looks like a beer nut into the air and lunging for it with his teeth. He fails to catch the flying object, so he slaps the back of his head and dislodges his dentures. The dentures land in his hand, clamped onto the nut.





TITLE: Teeth





AGENCY: Fallon McElligott, Minneapolis





CREATIVE DIRECTOR: Bill Westbrook





ART DIRECTOR: Ellen Steinberg





COPYWRITER Dean Buckhorn





AGENCY PRODUCER: Hope Covington





PRODUCTION COMPANY: Atherton & Associates





DIRECTOR: David Deneen





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MOLSON GOLDEN





The MacKenzie Brothers, played by Rick Moranis and Dave Thomas, call the shots in this spot. We learn they are making this commercial for free beer. They introduce clips of upscale people enjoying Molson Golden and bring in the 'slogan guy,' who says, 'Molson Golden. The best there is. From Canada.'





TITLE: Socializing





AGENCY: Young & Rubicam, New York





CREATIVE DIRECTOR: Manny Perez





ART DIRECTOR: Nelson Martinez





COPYWRITER: Randy Van Kleeck





EXECUTIVE PRODUCER: Sande Breakstone





PRODUCTION CO.: Coppos Film





DIRECTOR: Brent Thomas





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NIKE





At a support group, abnormally fast people (athletes, a Federal Express delivery man and a speedy chef) talk about their quickness. One, the baseball player Kenny Lofton, doesn't seem so confident. The group leader, played by Jan Hooks, says, 'We can't like you until you like you.' The product, of course, is Nike Zoom Air.





TITLE: Support Group Intro





AGENCY: Wieden & Kennedy, Portland, Ore.





CREATIVE DIRECTORS: Jamie Barrett, Larry Frey





ART DIRECTOR: Kilpatrick Anderson





COPYWRITER: James LeMaitre





AGENCY PRODUCER: Lisa Jokanovich





PRODUCTION COMPANY X-Ray Productions





DIRECTOR: Jesse Peretz





EDITOR Gordon Carey, FilmCore





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PING





For a difficult shot, one golfer tells another to use a double-headed wedge. It works like a razor, he says. The first blade cuts, the second blade lifts. Problem is, the club slices the ball in half. Ping, on the other hand, offers ideas that work.





TITLE: Double Wedge





AGENCY: The Martin Agency, Richmond, Va.





CREATIVE DIRECTOR: Hal Tench





ART DIRECTOR Sean Riley





CREATIVE SUPERVISOR/COPYWRITER: Joe Alexander





AGENCY PRODUCER: Joseph Pistorio





PRODUCTION COMPANY Crossroads





DIRECTOR: Mark Story





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TARGET





New York sidewalk vendors are asked how they would respond to a new store, which has aisles and aisles of merchandise and never feels crowded. A weasel seller says, 'Unless you're looking to buy a weasel, get (lost).' A doughnut vendor says, 'We like here a small place.' Target is the sane alternative.





TITLE: Weasel





AGENCY: Kirshenbaum Bond & Partners, New York





EXECUTIVE CD Bill Oberlander





ASSOCIATE CD Brendan Donovan





ART DIRECTOR Tom Kuntz





COPYWRITER Mike Maguire





PRODUCER: Liz Graves





PRODUCTION COMPANY Johns + Gorman Films





DIRECTOR Jeff Gorman





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VICTORIA'S SECRET





Singer Tom Jones has been put in charge of the Angels. In this case, Angels refers not only to a group of unearthly models, but also to a line of bras and panties from Victoria's Secret. 'I've had underwear thrown at me my whole life,' says Jones from his perch on a cloud, 'but never Victoria's Secret.'





TITLE: Tom in Heaven





AGENCY: Tarlow Advertising, New York





CREATIVE DIRECTORS: Dick Tarlow, Ed Razek





ART DIRECTOR: Carol Clark





COPYWRITER: Richard Jonas





DIR. OF BROADCAST: Tanya English





ASST. PRODUCER: Julie Gagliardi





PRODUCTION CO.: Ritts/Hayden





DIRECTOR: Herb Ritts





EDITOR: Chad Sipkin





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VOLVO





In this gold-tinged spot, a Volvo cruises along a desert highway. The car slows for a picnicking family, freezes in front of a camera set up for a fashion shoot, and stops for schoolgirls crossing the pavement. The message is that Volvo is stylish, yet safe.





TITLE: The Road Ahead





AGENCY: Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York





CREATIVE DIRECTOR0: Ron Berger





ART DIRECTOR: Michael Lee





COPYWRITER: Tony Gomes





AGENCY PRODUCER Christina deLouise





PRODUCTION COMPANY: Smillie Productions





DIRECTOR: Peter Smillie





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WESTERN UNION





On an Oprah-style talk show, a motorcycle daredevil who's had a bad accident tells how he couldn't get to Western Union to send money to his mother. An audience member says sarcastically that he could have phoned in his order with a credit card. Unexpectedly, his mother appears on stage, riding a motorcycle. But since she didn't receive money for new brakes, she crashes.





TITLE: Daredevil





AGENCY: Lowe & Partners/SMS, New York





CHAIRMAN, CHIEF CREATIVE OFFICER: Lee Garfinkel





CREATIVE DIRECTOR/ART DIRECTOR: Earl Cavanah





CD/COPYWRITER: Tom Thomas





AGENCY PRODUCER: Chris Coccaro





PRODUCTION CO.: HKM Productions





DIRECTOR: Noam Murro





EDITOR: Lori Quirk, First Edition





Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED





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