New Campaigns

Client: Texas Instruments, Dallas Agency: McCann-Erickson, Dallas Creative Directors: Glen Bentley, Denise Keller Art Director: Sue Ableman Writer: Shannan Easter Jimi Hendrix cranked up his Marshall amplifiers and Fender Stratocasters so everyone in the building could hear the fury of his style. Had he survived into the 1990s, his stage antics might have also been seen by those people in the back rows. Since Texas Instruments is marketing its new digital projection technology to concert promoters and tour managers, McCann-Erickson toyed with the obvious rock-stage comparison. Dubbed Digital Light Processing (DLP), the new TI product is being pitched in trade magazines in a double-sided insert. The guitar ad is a follow-up to McCann's Effie-winning print work last year directed at the business presentation market, which the agency said drove up awareness 40 percent while generating 10,000 sales leads. After the successful 1997 general market launch, said McCann-Erickson Southwest general manager Tony Pace, "we needed to highlight the significance of this new technology for specific industries." --Glen Fest Client: Isuzu Partners, Dallas Agency: The Northway Group, Dallas Creative Director: Peter Norris Copywriter: Matt Bergeson Art Director: Dan Streety Producer: Elaine Unfried of Stone Core Films, Dallas Director: Norry Niven The Northway Group takes a pass on the in-your-face, deal-of-the-month variety of local car dealer hype in a new advertising campaign for Isuzu Partners. A 60-second television commercial opens with a would-be superhero in a business suit being escorted through a warehouse. Handed a cape and trailed by a diminutive sidekick, the man is briefed on the various means of transportation at his disposal, e.g., spring-loaded boots and an invisible airplane. He is unimpressed until a wooden shipping crate is opened to reveal a shiny red 1998 Isuzu Rodeo sport utility vehicle. The commercial also squeezes in a brief plug for a $199 per month lease deal or a $1,000 cash rebate offer. A 30-second television version was also cut and is supported by radio ads. The TV spots are airing on cable and broadcast stations in the Dallas/Fort Worth market until the end of July. "We wanted to show that this is a more powerful, better looking vehicle with an incredibly low lease price," said agency vice president and executive creative director Peter Norris. "Suddenly, it became a super utility vehicle." --Steve Krajewski Client: The Earthgrains Co., St. Louis Agency: Publicis, Dallas Creative Director/Copywriter: Howard Goldthwaite Creative Director/Art Director: Dean Hlavinka Producer: Kait Gaskey Director: Ron Gross IronKids Bread has consistently taken a two-tier marketing approach: hook pre-teens with fast-paced, fun ads and promotions, then talk to the parents about nutritional information. In this new 30-second television spot, the pitch reassures Mom and Dad that this bread will meet their standards as well as gain acceptance from their children. A follow-up to a recent youth-targeted spot with an "IronKid 'n around" tag, the commercial shows how little common ground there is between generations. A boy reading a comic book is "what kids want," according to a child's voiceover, before a pile of school textbooks is slammed in front of the youth. "What kids need," says an unseen mother. "Want," the kid narrator shoots back as the boy now sports a wild, spiked punk hairstyle. "Need," says the woman, as the perplexed youngster is shown with a combed-down look suitable for Sunday school. "That's why there's IronKids Bread," a third voiceover interrupts, "with the great taste of white bread, plus all the fiber and many important nutrients of whole wheat bread." The ad will air in 38 spot television markets, including Atlanta, Houston and Kansas City, throughout 1998. --G.F.

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