New Campaigns

Client: Yamaha Motor Corp. USA, Cypress, Calif. Agency: Marshall Design Associates, Newport Beach, Calif. Creative Director: Diana Marshall Associate Creative Director/Copywriter: Roger Feldman Senior Art Director: Eric Cwiertny Photographer: Dave Bush Marshall Design Associates' print campaign for Yamaha's 1999 line of motocross bikes shows that the roughest rough riders are not necessarily found on horseback. An eight-page magazine insert shows four of the top motocross racers--Jeremy McGrath, John Dowd, Kevin Windham and Doug Henry--dressed in Old West garb. The first foldout reads, "They're the ones on the baddest horses," and reveals the bikes themselves. The rest of the insert describes the different models and features photographs of them in action. "Since Yamaha motocross bikes won more 'shootouts' than any other manufacturer, this campaign direction was a natural," said associate creative director/copywriter Roger Feldman, explaining that a 'shootout' is a motocross term for testing motorcycles against one another. The print ads, which break in motocross enthusiast publications this month, are supported by promotional pieces. --Teresa Buyikian Client: Polynesian Cultural Center, Oahu, Laie, Hawaii Agency: FJCN/W&R, Salt Lake City Creative Director/Copywriter: Dave Newbold Art Director: Gary Brown Director: T.C. Christensen Producer: Allan Anapol FJCN/W&R wants tourists visiting Hawaii to put the Polynesian Cultural Center on their itineraries. The Salt Lake City agency has created a 60-second TV spot--its first for the client since winning the estimated $2 million account earlier this year--to suggest that a trip to the Aloha State isn't complete without visiting the center. The spot shows indigenous Polynesians demonstrating their crafts at the center, one of the state's top tourist attractions. "They traveled thousands of miles during dangerous voyages of discovery," says a voiceover. "Today they still make messages with drums, fire using coconuts, cloth by pounding bark, jewelry out of leaves and stories with their hands." A toll-free number and the center's Web site address, www.polynesia.com, appear at the end. The spot will air on cable TV in Hawaii through the end of the year, supported by an accompanying print campaign, according to agency representative Tim Brown. The shop also created a seven-minute video sales piece that is being sent to travel agents and a 10-minute video that is shown to dignitaries and officials visiting the center. --Angela Dawson Client: Odyssey Maritime Discovery Center, Seattle Agency: Big Bang Idea Engineering, Seattle Creative Directors: Rob Bagot, Wade Koniakowsky Art Directors: Rob Bagot, Jay Howard Copywriter: Rob Bagot Director: Hermann Lederle The Odyssey is now open. That's the message behind a 30-second TV spot entitled "Child's Odyssey" from Big Bang Idea Engineering for Seattle's new Odyssey Maritime Discovery Center. The spot opens inside a submarine's conning tower that is bathed in red "battle station" lights. The sub is suddenly jolted as though under attack, and the crew is tossed violently from side to side. The captain raises the periscope to take a look, only to see a child smiling back at him. The view then switches to show the child playing with a toy sub. As the child waves the toy around, the view switches back again to the confused crew inside. The commercial was shot on a submarine set in Los Angeles. "The cinematic film quality of this spot sends out the message that this is a serious, multimillion dollar maritime center," said Rob Bagot, Big Bang's creative director. The spot began airing in the greater Seattle area in late June. Print ads also broke recently to coincide with the opening of the center. --Gregory Turner

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