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New Campaigns

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Client: Grendha Shoes, Orlando, Fla.
Agency: Cramer-Krasselt, Orlando
Creative Director: Bill Nosan
Art Director: Mark Robertson
Copywriter: Tom Woodward
Account Service: Joe Bouch
Photographer: John Bateman

Having test-marketed its Rider after-sports sandals in Florida last year, Grendha Shoes is ready for the national stage. It is placing the line in retail locations across the U.S., and is backing the effort with print ads from Cramer-Krasselt. A series of five ads--which broke nationally in Sports Illustrated last week--strives to give the brand "a certain hip quotient," said C-K senior copywriter Tom Woodward. "We wanted to position [Rider] as the ultimate in after-sports footwear. To do that, we used headlines and visuals that tied them into sports." One ad features a young man resting after a game of hoops. "After a great workout, grab a couple of cool ones," reads the headline. Another ad's headline plays off a visual of a resting soccer player: "Kick butt, then kick back." The shoes themselves are the star of another execution, with the copy: "Every jock should have these straps." The ads' first wave will run through mid-May, with subsequent flights to be determined. Grendha is a division of Brazil-based Grendene, which makes footwear primarily for markets in South America and Europe. --Katy Eckmann


Client: SunTrust Banks, Atlanta
Agency: WestWayne, Atlanta
Creative Director: Roy Trimble
Art Director: Deb Dewitt
Copywriter: Tina Trabor
Director: Craig McCord
Producer: Danica Walker
Production: Manarchy Films, Chicago

With Florida consumers faced with the loss of their "hometown" Barnett Bank, which was acquired recently by North Carolina-based NationsBank, SunTrust is making a play for those who want to deal with an institution that has been doing business in the state for more than 100 years. A TV spot plays to customers' fears that having their individual accounts at a large bank makes them virtually invisible. The host of the commercial talks about "feeling lost in the shuffle of your bank" as he walks past a revolving door spinning so quickly that people entering and exiting are a blur. He asserts that being part of a large bank can make customers feel they are "part of the masses," as he opens a door to show a sidewalk jammed with people. He then goes on to explain that SunTrust offers consumers a "relationship" and access to "local decision makers." The bank's logo and theme, "Be ready for life," close the spot, which started airing this month on cable channels like CNN, Headline News, TNT and ESPN. Complementary print ads will appear in the state's major dailies. A flight of spot buys on broadcast TV will begin at the end of the month. --Jim Osterman


Client: ABC Fine Wine & Spirits, Orlando, Fla.
Agency: Fry/Hammond/Barr, Orlando
Creative Director: Tim Fisher
Art Director: Ray Kilinski
Copywriter: Tom Kane
Account Service: Guy Stephens
Production Manager: Marie Shumilak

Lounge lizards, beware: the ABC liquor store you used to know and love has gone upscale. An image ad by Fry/Hammond/Barr reflects the Florida chain's metamorphosis. "Rather than the corner package store and lounge, [ABC has] become a good place to buy a variety of wines and gourmet food," said F/H/B associate creative director Tom Kane. Placed in the weekly food section of the local paper, the ad shows a grocery cart poised beneath an inquisitive headline: "Are you still drinking wine from this container?" Copy tries to sway shoppers to go beyond grocers' "average" wine selection: "Should you have a question, will you be talking to an expert--or a kid mopping up the spill on aisle 12?" The ad's short flight in The Orlando Sentinel may be adapted for future ABC grand openings. "It's a radical departure" from the client's small-space, price-driven ads, Kane said. A new tag, "From Absolut to Zinfandel," points to ABC's new attitude and its hard-liquor heritage. --K.E.