Creative Focus: Best Spots October

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. AMD What's up with all these James Bond-knockoff ads on the air right now? At least this big-production number has a storyline: The green-faced "Mestopholes" desires to take over the world. He presses the button, but the computer processing is glacial, giving Agent 18 enough time to defuse the plan with his computer and its faster AMD processor. Evidently, the shoe phone and the cone of silence are dinosaur technologies. Title: Diabolical Agency: Hill, Holliday, Connors, Cosmopulos, Boston Group CDs: Dave Gardiner, Mike Sheehan Art director: Tim Foley Copywriter Marty Donohue Agency producer: Scott Hainline Production co.: HSI Director: Sam Bayer Editor: Andre Betz, Lost Planet Bellsouth A shot of a papier-m‰chƒ globe surrounded by cotton-ball clouds opens this colorful, vibrant ad. The camera zooms in on a map of southern Florida, where, the voiceover explains, a phone call from Miami to Ft. Lauderdale ("just an inch away") is a long-distance charge for some telecoms. Not BellSouth. Title: Inch Away/Miami Agency: Merkley Newman Harty, New York CDs: Marty Cooke, Rick Rabe Art director: Tom Sullivan Copywriter: Sandy Mairs Agency producer: Dominic Ferro Production co.: Chelsea Pictures Director: Simon Blake Big Kmart Don't know why we need a Big Kmart (isn't Kmart big enough?), but the "cast"-Jaclyn Smith, Kathy Ireland, Big Bird, Martha Stewart (driving a truck!) and Bob Hope-puts this ad over the top. The use of Bob Hope is particularly noteworthy-it's the advertising equivalent of propping up Charlton Heston on that horse at the end of El Cid. Title: Ballad Agency: Campbell Mithun Esty, Minneapolis Exec. CD: Rick Gibson Assoc. CD: Algis Jaras Exec. producer: Kathy DiToro Agency producer: Matt Brenner Production co.: Independent Artists Director: Penny Marshall Cadillac Tri-Statesmen NFL coach Bill Parcells wears a tux and talks opera. Cadillac's V8 engine "makes sure I never miss a curtain," he says. Uh-huh. After Parcells' shameful exit from the New England Patriots last season, one can only hope the fat lady will soon be singing to his New York Jets. Title: Tailgating Diva Agency: Biederman, Kelly & Shaffer, New York CD/art director: John Clapps CD/copywriter: Ken Krimstein Agency producers: Monica Sharf, Lisa Bifulco Production co.: Alan Landau Films Director: Scott Bergstein California Fluid Milk Processor Advisory Board Welcome to Drysville, a milkless town where nuns can't sell baked goods, mothers serve tap water on cornflakes and kids pay for the chance to see photos of milk bottles. In the background, a folksy ballad: "Oh mama, oh papa, I'm feelin' so down. How can it be there's no milk in this town? Don't give me no baked goods until this gets better. My corn flakes are cardboard, cake tastes like a sweater. I'd give anything for that glass of white silk. I'm livin' my life in this town without milk." Title: Ballad Agency: Goodby, Silverstein & Partners, San Francisco Creative directors: Jeff Goodby, Rich Silverstein Art director: Amy Nicholson Copywriter: Blake Daley Director of broadcast: Debbie King Production co.: radical media Director: Jeff Goodby Editor: Angus Wall, Rock, Paper, Scissors Music: Laurie Lewis California Prune Board Rosie O'Donnell is the Long Islandese voice of Cleopatra, who tells "Tony" she's had a tough day working out, picking up the kids and visiting mummy. What she needs is a pick-me-up-a sun-sweetened prune. Title: Cleopatra Agency: Randazzo & Blavins, San Francisco CD/art director/copywriter: Alan Blavins Copywriter: Phil Caragol Agency producer: Liz Coyle Production co.: Video Arts Animation: Renegade Animation Director: Darrell Van Citters Equinox This inspired spot opens with our hero reaching for a piece of sushi, only to find a rat instead. The guy lunges, but the rodent gets away. It's off to Equinox, where our boy runs on a treadmill, works out with a punching bag and does some serious abdominal crunching. Back home, he takes a Carl Lewisian leap across the room. Victory at last! Laughing demonically, the dude holds up his helpless prey, its little rodent legs pumping furiously in the empty air. Does advertising get any better than this? Title: Rat Agency: Anton & Partners, New York CDs: David Anton, Scott Cimock Art directors: Scott Cimock, Scott Bassen Copywriters: David Anton, David Rosen Agency producer: Marty Friedman Production co.: Big Chair Productions Director: Rob Michael Cohn Editor: Jon Smalheiser, Cabana HBO Armed to the teeth, an exterminator battles a stubborn cockroach. He sprays; he bombs; he ponders the meaning of life. But the roach lives. Finally, he pulls out the doomsday weapon, a Roach Motel-with free HBO. The facial expressions of the mother and daughter in this film-clip-free ad are perfect. You can just taste the bug spray. Title: Roach Motel Agency: BBDO, New York Chief creative officer: Ted Sann Exec. CD: Michael Patti Sr. CD/art director: Donna Weinheim Assoc. CD/group CD/copywriter: Jeff Watzman Agency producer: Lisa Grossman Music producer: Rani Vaz Production co.: House of Usher Director: Kinka Usher Editor: Sherri Margulies, Crew Cuts Music: David Horowitz Music Jack In The Box Wearing lots of leather, the Spicy Crispy Chicks are in "the Jack groove." As each girl sings, she gyrates erotically and pushes a spicy chicken sandwich into the viewer's face. This hilarious spot is dripping with so much entendre and innuendo, you can kiss off the honey-mustard sauce. Title: Spicy Crispy Chicks Agency: The Kowloon Wholesale Seafood Co., Santa Monica, Calif. CD/art director/copywriter/ Director: Dick Sittig Agency producer: Nancy Koch Production co.: radical media Mastercard More often than not, the credit-card category appeals to the lowest common denominator-one company bashing another. It's nice to see MasterCard take the high road. In this spot, a father uses the plastic to take his 11-year-old son to a baseball game. The $91 charge is a small price to pay for a little quality time. (Best Spots believes in family values.) Title: Baseball Agency: McCann-Erickson, New York Deputy CD: Jonathan Cranin Sr. CD/art director: Jeroen Bours Group CD/copywriter: Joyce King Thomas Agency producer: Sally Hotchkiss Production co.: Tony Kaye Films Director: Tony Kaye Editor: Jim Haygood, Superior Assembly Mercedes-Benz C-Class Crooning "It's Impossible," Robert Goulet appears as a toll collector, biker guy, car washer and meter maid. Even with a one-note plot, this ad brings a smile. Goulet's transformation from lounge lizard to ad shill may now be complete. At least his voice is holding out. Title: It's Impossible Agency: Lowe & Partners/SMS, New York Chairman/chief creative officer: Lee Garfinkel Exec. VPs/creative group heads: Marty Orzio, Randy Saitta, Andy Hirsch VP/art director: Steve Kashtan Exec. VP/copywriter: Amy Borkowsky VP/producer Gary Grossman Production co.: Venus Entertainment Director: Jim Sonzero Editor: Ian Mackenzie, Mackenzie/Cutler Microsoft Meet Frank Maddox, scout for the Seattle Mariners, who lives in a world of motel rooms and minor-league ballparks. Never far away: A Microsoft-run laptop, which helps him track players across the land. One question: Did Bill Gates hand-pick David Bowie's "Heroes" for this campaign? Title: Mariners Agency: Wieden & Kennedy, Portland, Ore. Creative director: Dan Wieden CD/art director: Michael Prieve CD/copywriter: Bob Moore Exec. producer: Ben Grylewicz Producer: Patty Brebner Production co.: Epoch Films Director: Jeff Preiss Editors: Lucas Eskin, Jack Douglas, Mad River Post Ore-Ida Twice Baked Potatoes The astronauts on the space shuttle must decide what's for dinner-dried chicken or dried steak. The menu is monotonous, until a smuggled package of Ore-Ida twice-baked potatoes appears. Were the taters first-baked on Mir? Title: Space Shuttle Agency: Matthaeus Halverson Ayriss, Bellevue, Wash. CD/art director David Ayriss Copywriter: Tom Donahoe Agency producer: Dianna Turner Production co.: Ober Lenz Director: Tony Ober Prudential Healthcare Expressing her innermost thoughts, a woman describes the time a cop came to the door and told her about her son's biking accident. He survived, thanks to a bike-helmet program funded by Prudential. This visually minimalist spot feels like real life-and it's a tribute to good writing. Title: Bike Helmet Agency: Kirshenbaum Bond & Partners, New York Chief creative officer: Richard Kirshenbaum Exec. CD: Bill Oberlander Assoc. CDs: Pam Clinkard, Karen Dunbar Art director Marta Ibarrondo Copywriter: Gary Herrmann Broadcast producers: Mary Ellen Duggan, Betsy Schoenfeld Production co.: Creative Film Management Director: Greg Hoblit Riven (broderbund) This eerie spot shows a world of rocky cliffs, tranquil seas, blue skies and strange architecture. "You may enter whenever you choose," says the voiceover. "Leaving, however, is another matter." This computer-animated realm is Riven, the CD-ROM sequel to Myst. Title: Grounds Agency: Saatchi & Saatchi, San Francisco CDs: Steve Silver, Curtis Melville Art director: Joe Kayser Copywriter: Tom Bagot Agency producer: Carol McCarty Music & SFX: Chris Bell Music Editing: Varitel Video Snickers At the pearly gates, a line stretches off into the distance. Up front, a geezer hears his sins: "You ran over a squirrel when you were 16." "You never put the toilet seat down." "Does your bachelor party ring a bell?" When another guy complains about the wait, the bottom drops out. Gonna be awhile? Title: Eternity Agency: BBDO, New York Chief creative officer: Ted Sann Sr. exec. CD: Charlie Miesmer Assoc. CDs/group CDs/art Directors/copywriters: Gerry Graf, David Grey Agency producer: J.D. Williams Production co.: radical media Directors: Bryan Buckley, Frank Todaro Editors: Ian Mackenzie, Eric Johnson, Mike Douglas, Ian Mackenzie/Creative Services Stop & Shop This clever ad builds both a joke and a great-looking dish of ice cream. With each line comes a scoop: "He didn't call." "He broke a date." "He stood you up." "He called you Nancy." "Your name is . . . Jeannie." Now, don't try to drag us into the women-should not-be-portrayed- in-a-way-that-shows-their-self-esteem-is-tied-to-what-men-think-about-them debate. Don't go there. Title: Ice Cream Agency: Arnold Communications, Boston Chief creative officer: Ron Lawner Creative director: Alan Marcus Art director: Jeannie Heilman Copywriter: C.J. Kaplan Agency producer: Keith Dezen Production co.: GMS Director: Bill Mather Editor: Noreen Breslin, Panache Music: Berman/Branco Tri-Valley Growers (S&W) What is the world coming to? When Grandma discovers her grandson prefers canned peaches to her homemade, she stalks an S&W truck, forcing the rig over a cliff, where it bursts into flames. (Best Spots believes in family values only when it suits us.) Title: Grandma Agency: Black Rocket, San Francisco CD/art director Steve Stone CD/copywriter: Bob Kerstetter Agency producer: Stacy McClain Production co. Tool of North America Director: Erich Joiner Tropicana Fruitwise Smoothie In a Braveheart send-up, an army of fruit lays seige to a kitchen blender. Strawberries, grapes, oranges, pineapples and bananas assault the appliance, and the result is a lively stop-motion spot. Do you think William Wallace is spinning in his grave? Title: Bravefruit Agency: Foote, Cone & Belding, New York Sr. VP/CD: Sam Gulisano Art directors: Katie Hennicke, David Rosen Copywriter: Heidi David Production co.: Will Vinton Studios Director: David Daniels

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Creative Focus: Best Spots October

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