New Campaigns

Client: Your Living Room, Austin, Texas Agency: Makos Advertising, Austin Creative/Art Director: Sean McKenna Copywriter: Todd Alley Capitalizing on the client's unique wares, one-year-old Makos is looking to sell upscale and design-minded Austin residents on the idea that the local shopping megaplex is not the place to find distinction for one's living room ensemble. Promising that its line of sofas and lighting pieces--developed with local artists and craft experts--will never be available in a homogenized format, Your Living Room lets the pictures provide the details about its offerings, eschewing price-oriented and features advertising. The print ads broke in December and continue through March in The Austin American Statesman and the Austin Chronicle. The campaign is also being utilized for direct mail efforts, according to the agency, with a radio campaign slated for March. Store co-owner Ge Ge Cordeiro said the work is the first true branding effort for the retail operation, opened in 1995. "We chose Makos because they understand the marketing mix; they are not interested in just doing an ad to meet a deadline." Makos president Mark Turner said, "[Your Living Room's] eclectic collection of elegant, beautiful, timeless pieces is a step above the pervasive 'casual chic' styles of the moment." --Glen Fest Client: Texoma Healthcare Systems, Denison, Texas Agency: Knape, Dallas Creative Director: Les Kerr Art Directors: Kerr, Dan Birlew Copywriter: Paul Brandenburger Director: Allen Kennedy With the question "How are you?" Texoma Healthcare Systems hopes to convey a sincerity to its North Texas constituency by showcasing a down-home image created by new agency Knape. With an assist from Dallas production company Film Crew, Knape captures the friendly faces and voices of residents in Sherman and Denison, Texas, in a man-in-the-street style of filming. Perhaps the most unusual of the four initial spots is a 60-second commercial featuring a recent Texoma patient. Having injured his throat after falling on a wheelbarrow, the man launches into a heartfelt (and talented) rendition of "Amazing Grace." Humor also is part of the ads, as when the cameraman asks numerous residents what "ambulatory" means. Most cannot say, until an elderly man responds, "Basically, it means people can walk in and out and get in and out and get treatment." He confesses he did not know what the word meant until reading it on a Texoma roadside billboard. The tact of the ads is to build an image for Texoma's services and seven primary health centers with a "homespun," small-town flavor. The commercials are airing in the client's North Texas and Oklahoma markets. --G.F. Client: Burger King, Miami Agency: Bromley, Aguilar & Associates, San Antonio Creative Directors: Cat Lopez, Eduardo Wakefield Art Director: Ron Landreth Copywriter: Cat Lopez Producer: Denise Melo There's been no shortage of ink or airtime devoted to the recent Burger King/McDonald's french fry debate in the general market, and now Bromley, Aguilar & Associates is fueling the same debate among Spanish-speaking consumers. Restaurant executives approved a separate ad budget and creative executions to trumpet the crispier fries to Latinos, who comprise a growing percentage of the client's customer base. The agency used the Mr. Potato Head character, also appearing in ads created for the general and African-American segments, but created its own Claymation footage and theme. Burger King claims the spots represent the first original Claymation commercials produced in Spanish. In the 30-second "Maestro" spot, the Mr. Potato Head character leads a symphony of french fries in motion. His snap-on hair humorously pops off at the end of the spot, after he has finished his performance. The commercial cites the results of a taste test in which 57 percent of the respondents said they preferred Burger King's fries, compared to 37 percent for McDonald's. The agency also created a spot promoting Burger King's free french fry tasting earlier this month. The commercials are airing nationally on Univision and Telemundo. --Steve Krajewski

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