Creative Focus: BEST SPOTS - APRIL | Adweek Creative Focus: BEST SPOTS - APRIL | Adweek
Advertisement

Creative Focus: BEST SPOTS - APRIL

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.





AMERICA'S HEALTH NETWORK





Three guys on why a pug has been misbehaving: Skipper needs to be 'fixed,' says one. 'Boil some water. Snippety-snip.' The mutt hasn't been seen since. A better solution: Call the veterinarian on the America's Health Network for advice.





Title Dog





Agency: DDB Needham, New York





Executive CD: Mike Rogers





Art director: Michael Furlong





Copywriter: Ken Shuldman





Agency producer Robert Parker





Production company Bedford Falls





Director: Ray Lawrence





__________________________________________________________________





AMERITECH





In this tongue-in-cheek spot, the telco equates its 30-day return policy with renting a baby. The rental parents find the kid cute and sweet--until he helps destroy their car. The baby is returned within the month, and, hey, the same deal applies for wireless phones.





Title: Baby





Agency Cliff Freeman & Partners, N.Y.





Exec. CD Arthur Bijur





Art director Taras Wayner





Copywriter: Kevin Roddy





ency producer: Nick Felder





Prod. co. Johns + Gorman Films





Director Jeff Gorman





__________________________________________________________________





BMW





As a hawk swoops in for the kill, a dove spots a Beamer convertible and lands in the passenger seat. The driver puts the pedal to metal. The smaller bird is saved by the 'ultimate freedom machine.'





Title: Dove





Agency: Fallon McElligott,03Minneapolis





Creative group head: Bruce Bildsten





Art director: Dean Hanson





Copywriter: Mike Gibbs





Agency producer Rob van de Weteringe Buys





Production co.: Blink Productions





Director: John Downer





Editor: Sam Sneade, Sneade Editorial





__________________________________________________________________





BORGESS HEALTH ALLIANCE





With microscopic pictures of moving cells and flowing arteries, the spot reels off some grim statistics: Heart disease kills more women than breast, lung and ovarian cancers. The tagline: 'It's time to re-examine the myths in women's healthcare.'





Title: Cardio





Agency TraverRohrback, Kalamazoo, Mich.





Creative director Joe Clipner





Art director: Scott Osborne





ACD/copywriter: Bill Hahn





Art director/prod. Tracey Ellenberg





Prod. co. Tony Kaye & Partners





Director: Jonathan Barnbrook





__________________________________________________________________





BUDWEISER





Loaded down with four jumbo cups of Bud, a lone fan at a baseball game watches a home run hurtling at him. Cries of 'drop the beer' echo through the stadium, but our hero can do no such thing. The baseball hits him in the head, and he's last seen being wheeled into a hospital, still clutching the suds.





Title Left Field





Agency: Goodby, Silverstein & Partners, S.F.





Creative directors: Jeff Goodby, Rich Silverstein





Art director: Todd Grant





Copywriter: Steve Dildarian





Agency producer: Taryn Holland





Production co. Radical Media





Director: Frank Todaro





Editor: Tom Muldoon, Nomad Editorial





__________________________________________________________________





COORS





When an older fellow picks up a cowboy's guitar, the young whippersnapper derisively asks, 'You play?' Yup. The first man is Les Paul, guitar legend, and he teaches the dude a thing or two.





Title Guitar Player





Agency: Foote, Cone & Belding, S.F.





Exec. CD/copywriter: Paul Wolfe





Group CD, art director Claude Jacques





Agency producer: Rob Thomas





Production co.: Propaganda Films





Director: Andy Morahan





Editor Roger Harrison/Cutaways





__________________________________________________________________





DIRECTV





Hairy men gather in front of a friend's TV set to watch the big game. Testosterone is in the air, but Heidi is on the tube. Uh oh. The friend subscribes to the wrong satellite television service.





Title Heidi





Agency: Campbell-Ewald, L.A.





CD, copywriter: Lance Mald





Art director: Mike Conboy





Agency producer Betty Meadows





Production company: HSI





Director: Tom DeCerchio





Editor Rye Dahlman/Rye Films





__________________________________________________________________





ESPN





Then there were eight: In this Fargo send-up, two border guards, a Canadian and an American, investigate the death of a hockey player. The prime suspects: the surviving teams in the chase for the NHL's Stanley Cup.





Title: Murder City





Agency: Wieden & Kennedy, Portland, Ore.





Creative directors: Jerry Cronin, Vince Engel





Art director: Rob Palmer





Copywriter: Jeff Bitsack





Agency producer: Cherie Appleby





Production co. Food Chain Films





Director Marc Greenfield





__________________________________________________________________





THE GAP





Actors Lukas Haas (keyboards) and Dave Arquette (trumpet) improvise in this sparse ad for The Gap's easy-fit jeans. The tagline: 'It's definitely easy.'





Title: David and Lukas 2





Agency: In-house





Sr. VP marketing: Michael McCadden





Creative director: Lisa Prisco





Art director: Carl Byrd





Agency producer: Leigh Donaldson





Production co. Palomar Pictures





Directors Mark Seliger, Fred Woodward





__________________________________________________________________





GLADE





Dripping leaves, rippling streams, blooming flowers and happy kids fill this colorful spot. The ad pitches a variety of air-freshening products and ends with the line 'Created by nature, captured by Glade.'





Title Captured by Glade





Agency Foote, Cone & Belding, Chicago





Exec. CD Geoff Thompson





Client CD, copy Chuck Rudnick





Art director: Lauren Watson





Exec. producer Laura Glenn





Production company A&R Group





Director: Michael Cuesta Jr.





Editor Cara Meiselman, The Looking Glass





__________________________________________________________________





LIFESAVERS





The rain forest is alive with Lifesavers' tropical-fruit candies dancing to a Caribbean beat. A frenzy of color, the ad serves up candies in exotic flavors, like pina colada, banana and mango melon.





Title: Ooh La La





Agency Foote, Cone & Belding, N.Y.





Group CD, art director Sam Gulisano





Copywriter Phil Guthrie





Agency producer: Phyllis Landi





Production company Santiago Inc.





Director Santiago Suarez





__________________________________________________________________





LITTLE CAESARS





After successfully cloning a sheep, scientists celebrate with a pizza. But the pizza box is placed on the clone button, and, before long, sheep are flying through the air with the greatest of ease.





Title Cloning





Agency Cliff Freeman & Partners, N.Y.





Chief creative officer Cliff Freeman





Exec. CD Arthur Bijur





Art directors, copywriters Roger Camp, Michelle Roufa





Agency prod. Maresa Wickham





Prod. co.: Johns + Gorman Films





Director Jeff Gorman





Editor Livio Sanchez/Mad River Post





__________________________________________________________________





LYCOS





A Himalayan sherpa guides viewers through this ad for Lycos, an Internet search engine. A happy guy, the sherpa calls himself the 'big yak daddy.'





Title Sherpa





Agency Bozell, N.Y.





Chief creative officer Jay Schulberg





CD, copy Rodney Underwood





ACD, art director Mike Thomas





Agency prod. Jean-Claude Kaufmann





Production company Cucoloris Director Danny Ducovny





__________________________________________________________________





MAJOR LEAGUE BASEBALL





In a series of quick cuts, the spot shows how difficult it is to be a big-league catcher--a player who takes foul tips off the mask; calls pitchouts, pickoffs and pop-ups; and tags runners coming in spikes first. Don't tell Mike Piazza that 'baseball isn't a contact sport.'





Title: Mike





Agency: Lowe & Partners/SMS, N.Y.





Chairman, chief creative officer: Lee Garfinkel





Creative group head, art director Alan Chalfin





Creative group head, copywriter Scott Grayson





Agency producer Anita Smith





Production co. Crossroads Films





Director: Jason Smith





Editor Doug Walker, Filmcore





__________________________________________________________________





NEW YORK LOTTERY-TAKE 5





Putting to win, a golfer concentrates on holing a 20-footer. But the ball stops three feet short. 'Close enough' the announcer yells, as the golfer celebrates his 'victory.' Two numbers win in New York's Take 5 lottery game.





Title: Golf





Agency: DDB Needham, New York





Exec. CD: Mike Rogers





Creative director: John Staffen





Art director Gary Rozanski





Copywriter: Thom Baginski





Agency producer: Eric Hermann





Production co.: A Band Apart





Director: Charles Wittenmaier


__________________________________________________________________





NEXTEL WIRELESS





Leaving his local calling zone, Bob phones Pete on the wireless. Too late. Roaming charges, in the form of a guy with a money-sucking machine, stop Bob cold, leaving him broke. The point: Nextel has no roaming charges.





Title: Checkpoint





Agency: Mullen, Wenham, Mass.





CD/copy Edward Boches





CD/art Amy Watt





Art director Carol Fox





Copywriter Tom Cook





Agency producer: Sarah Monaco





Production co. Reactor Films





Director Steve Chase





__________________________________________________________________





RACK ROOM SHOES





At a rural gas station, two Thelma & Louise types meet a couple of hidebound truckers who don't know when to shut up. In the end, one woman walks over to the 18-wheeler and, with her 3-inch high heel, punctures the rig's front tire.





Title: Trucker





Agency: Headquarters, Charlotte





CD/art director: John Boone





Copywriter: Ron Huey





Agency prod. Nancy Dickerson Sanders





Production co.: Steifel & Co.





Director: Peter Kagan





__________________________________________________________________





RELIASTAR





Some hardy souls takes a polar-bear plunge into an ice-covered lake. Don't be afraid to take risks is the message from the financial-services company.





Title: The Plunge





Agency: Clarity Coverdale Fury, Minneapolis





CD/art director: Jac Coverdale





Copywriter: Jerry Fury





Agency producers Chris Wong, Jenee Schmidt





Production co. Red Motel Pictures





Director: Jeth Weinerich





Editor: Charley Schwartz, Fischer Edit





__________________________________________________________________





SATURN





On a cold morning in March, Saturn workers gather at the plant to watch, on video monitors, the cars they've built arrive in Japan. As the Saturns roll off the ship, we learn that the hardships were all worth it.





Title: Monitors





Agency: Hal Riney & Partners, S.F.





CDs: Dave O'Hare, Steve Sweitzer





Art director: Kevin Kehoe





Copywriter: Mimi Cook





Agency prod.: Victoria Waldock





Production co.: Dektor/Higgins





Director: Leslie Dektor





Editor: Keith Salmon/Lost Planet





__________________________________________________________________





SPRITE





Grant Hill's agent tries to get his client some extra work. We see Hill acting in a soap opera, hawking his new book ('Polite Like Me') and singing. But the NBA star wants none of it; instead, he offers the agent a Sprite--and the light bulb goes on.





Title: Agent





Agency: Lowe & Partners/SMS, N.Y.





Chairman, chief creative officer: Lee Garfinkel





Creative group head: C.J. Waldman





Creative group head: Todd Godwin





Art director: Jason Gaboriau





Copywriter: Steve Doppelt





Agency Producer: Laurie Leokum





Production company HKM





Director: Michael Patrick Jann





Editor: Ian Mackenzie, Ian Mackenzie Editorial





__________________________________________________________________





TACO BELL





Shaq is suffering from TNS, the neck-bending result of eating too many tacos. GM Jerry West, Laker teammates and Shaq's agent are worried, but now, Shaq, a notoriously bad free-throw shooter, can't miss from the line. Tacos to go, please.





Title: Shaq Taco Neck





Agency: Bozell, Costa Mesa, Calif.





Chief creative officer: Harvey Hoffenberg





Creative director: Jon Parkinson





Art directors, copywriters: Chris Brown, Yvonne DeSanti





Head of production: Scott Seltzer Producer





Bob Belton: Production co. GMS Productions





Director: John Landis





Editor Livio Sanchez/Mad River Post





__________________________________________________________________





TWIX





A man unknowingly drops his Twix on the sidewalk. A Boy Scout returns it to him. 'You deserve a reward, son,' says the man to the smiling kid. But no reward is forthcoming. The tagline: 'Two for me. None for you.'





Title: Good Scout





Agency: DMB&B, St. Louis





Group CD: Carole Christie





Creative director: Ron Crooks





Art director: Diane Pittman





ACD, copy: Gordon Robertson





Agency producer: Pat Collins





Prod. co. Backyard Productions





Director: Rob Pritts





Editor: Bob Mori, Red Car





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





National