Client: Panoz Auto Development, Atlanta
Agency: Core, St. Louis
Creative Director: Eric Tilford
Copywriter: Wade Paschall
Art Director: Jon Arnold
Photographer: William Huber
Core's print work for the high-performance Panoz AIV Roadster seeks to revive the American romance with the automobile and the quality once associated with roadsters built here. The ads broke this month in publications such as Road & Track and Car and Driver. The goal isn't necessarily to jack up sales--Panoz makes only 200 cars a year, selling them at about $60,000 each--but to raise awareness among the monied automobile aficionados who can afford a fair-weather sports car that goes from zero to 60 in 4.5 seconds.
Set against black-and-white photos that convey speed and show details of the car's styling, copy suggests the vehicle is a throwback to an era when car makers strived for style. "I though you were dead," one ad reads. "Your kind long since deemed too impractical. Too unconventional. ... A conclusion that seems more unimaginable with each passing mile, each curve in the road." The only color is the Panoz logo. --Trevor Jensen
Client: Clopay Building Products Co., Cincinnati
Agency: Loren/Allan/Odioso, Cincinnati
Creative Director: Allan Godshall
Art Director: Chris Flagg
Copywriter: Jackie Hunt
Agency Producer: Deb Jentis
Director: Don Guy
How long can you keep people interested in the topic of garage doors? Clopay has 30 seconds to play with in its new TV spot, and uses them to make a soft, folksy sell. The spot, created by Loren/Allan/Odioso in Cincinnati, introduces viewers to families in such all-American locales as Stevens Point, Wis., and Zebulon, N.C., that have recently bought Clopay garage doors--an approach that wisely puts a human face to what the company concedes has been a "low-interest category."
Voiceover copy explains, "Every minute of every day, someone buys a Clopay garage door. So beautiful, durable and reliable, you'll want one for your home, too." The spot closes with the company's new tagline, "America's favorite garage doors." Kelly Vickers, advertising manager at Clopay, said the intent is to reinforce Clopay's leadership in the category and "stir up interest in the category overall."
The spot is airing on several cable networks. Companion print executions are running in home shelter magazines, including Gardening, Better Homes & Gardens, Family Circle, Good Housekeeping and This Old House. --Scott Hume
Client: Cincinnati Bell, Cincinnati
Agency: Northlich Stolley LaWarre, Cincinnati
Creative Director: Don Perkins
Senior Copywriter: Geoff Allen
Art Director: Joe Stryker Broadcast
Producer: Diane Frederick
Welcome to 'one day,'" advises this 30-second TV spot for Zoom Town, Cincinnati Bell's "online interactive community" now under construction. Zoom Town appears to be a sort of digital Pleasantville where all the interactive technologies you can think of are not only at your disposal but actually work.
The spot opens with stock footage of 1950s technology, such as the television, while a voiceover speculates about what might be possible "one day." The ad then introduces Zoom Town, a digital subscriber line through which Cincinnatians will be able to shop, bank and more, as those technological dreams are made real.
"With this introductory spot, we used vintage images to show how the future we've always imagined is here," said Northlich Stolley LaWarre art director Joe Stryker. "Future spots in the campaign will focus on the specific features of Zoom Town."
The spot broke earlier this month after a five-day countdown teaser campaign that told consumers "ZoomDay is near" through TV, newspaper, transit and aerial advertising. --Scott Hume