Client: Shell Oil Co., Houston
Agency: Ogilvy & Mather, Houston
Creative Director: Jay Suhr
Art Director: Karen Holland
Copywriter: David Tobin
Artist: Philip Burke
Ogilvy & Mather's creative work for Shell Oil does not necessarily get a gas station backdrop by default. A recent print campaign takes a detour onto the links to promote Shell's Wonderful World of Golf tournaments. The events pit two high-profile Professional Golf Association players against each other in one-on-one contests on ultra-challenging courses. To help the ads stand out in "magazines choked with photos," creative director Jay Suhr gave artist Philip Burke the go-ahead to paint the golf gods and include them in ads that play up the drama of the events with humor. One ad features Greg Norman and Fred Couples standing back-to-back with their putters held up like weapons. Body copy describes the event as "Braveheart with golf clubs." Humor was also used in the first ad in the series, which kicked off the tournaments with the headline, "Big stars. Drama. Exotic locations. It's the perfect fall miniseries." Additional executions are forthcoming and will appear in publications including Sports Illustrated. --Steve Krajewski
Client: Progressive Insurance, Cleveland
Agency: The Cohen Group, Houston
Creative Director: Mark Cohen
Executive Producer: M. Colleen Sweeney
Producer: Andrea Font Hickman
Director: Paul Swen
With an assist from Houston shop Production Works, a local market television ad campaign for Progressive's auto insurance policy program in Houston appears to have garnered some new and inventive outdoor advertising media. In the commercials, the client's 730-GOLD telephone number promoting its AutoGold insurance programs seems plastered everywhere Houston drivers look: on highway signs, roadway medians, traffic lanes and in the reflection of tall downtown office buildings. The number was computer-morphed into the scenery of two 30-second spots, dubbed "We Love Our Cars" and "Houston Traffic." A voiceover touts the sponsor's 24-hour-a-day service and rapid claim response program, promising viewers that calling the 730-GOLD number will provide them with the lowest rates offered by Progressive, the nation's seventh-largest provider of automobile insurance with more than 2.5 million customers. Also included in the series is a 15-second spot comprised of scenes in the first two ads. The company has previously hired Hispanic specialists Ornelas & Associates of Dallas to develop a Latino marketing program for various regions of the U.S. --G.F.
Client: Weidman's, Fort Smith, Ark.
Agency: Cranford Johnson Robinson Woods, Little Rock, Ark.
Creative Director: Boyd Blackwood
Copywriter: Wade McCune
Art Director: James Mikus
Photography: Drew Harris
Trying to explain what makes an Arkansas beer an Arkansas beer means having to know some of the inside jokes about the First Family's home state. According to agency senior vice president Boyd Blackwood, some of those points include "our love/hate relationship with Oklahoma, our feeling of superiority to the Midwest and the fact that outsiders still think we don't wear shoes." All of those topics, as well as other Arkansas tidbits, pepper the print, point-of-purchase and poster advertising for Weidman's that Boyd is heading up. "If you must consume something from Wisconsin, may we suggest a nice Gouda" and "Over 1,000 people moved to Fort Smith last year. It wasn't to be closer to Oklahoma" are among the highlights. Another aim of the the campaign, with the tagline "Drink good beer while you can," is to present a fairly pessimistic tone for potential Weidman's drinkers: "According to Nostradamus, we'll all be dead soon," "Ever hear of spontaneous combustion?" and "Every day your odds of being hit by a bus go up." Since Weidman's only distributes its product in-state, there's apparently little chance of offending consumers on a national scale. --Glen Fest