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NEW CAMPAIGNS:

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Client: Toyota Motor Sales, Torrance, Calif.


Agency: Saatchi & Saatchi Pacific, Torrance, Calif.


Creative Director: Joe McDonagh


Art Director: Walt Harris


Copywriter: Shane Strudwick


Producer: Jonathan Whitehead





Toyota's 1997 Motorsports campaign is its most aggressive push to date in advertising its involvement on the race car circuit. 'The amount of work is at least three times Toyota's typical effort in terms of creative,' said Saatchi creative director Joe McDonagh. The client is stepping outside motorsports media and into more mainstream programming and publications to position itself as a major player in racing. Print and TV work attempts to humanize drivers and their sport. With vivid analogies, the ads try to explain what it feels like to be behind the wheel of a race car. --Kathy Tyrer





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Client: Hollywood Park Race Track, Inglewood, Calif.


Agency: Houston Helm and Co., Los Angeles


Creative Director: Dan Mountain


Art Director: Dennis Mickaelian


Copywriter: Marty Lipkin


Producers: Pat Collins and John Harris


Director: Francis Mohajerian, Megahertz Pictures, Venice, Calif.





Attracting the Gen X crowd to the horse races is the aim of this new campaign. A TV spot, which began airing last week, shows a man reading a personal ad. A voiceover reads, 'Athletic, dark-haired beauty, with fabulous legs, out for a good time.' The 'woman' invites the reader to 'meet her at the park' as the spot cuts to racing action. One horse, not surprisingly, is named Dark-Haired Beauty. --Teresa Buyikian





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Client: Zions Bank, Salt Lake City


Agency: Williams & Rockwood, Salt Lake City


Creative Director/Art Director: Scott Rockwood


Copywriters: Scott Rockwood and Jack Becker


Producer: Alan O'Conner


Director: Scott Rockwood





In its newest advertising campaign for Zions Bank, agency Williams & Rockwood has created five 30-second television commercials featuring two fictional characters named Mary and Marcia. The jovial women appear in the ads with an unusual ensemble of characters, including a chimpanzee, to promote the ease of using the regional bank's services. In one television spot, for example, Chim Chim the chimp helps demonstrate how easy it is to get a loan from the bank. Another ad shows the women trying to film a TV commercial to act out the ease of banking with Zions from home, while various disruptions take place on the production set. As Marcia is forced to stop and start her narrative because kids and pets keep interrupting, Mary completes her transaction on a computer. The tagline: 'Banking wherever, whenever you like.' This is the first 'real positioning campaign we've done for them,' said creative director Scott Rockwood. The agency has handled the account for five years. 'Up until now, we've mostly done product promotions,' Rockwood said.





--Angela Dawson





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





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