Agency: Capener, Matthews & Walcher, San Diego
Creative Team: Mark Albertazzi and Pat Emerick
Director: Danny Weisberg
Producer: Amy Krause
Production Co.: Orbit, Los Angeles
The first television work for Lamkin Corp., a golf club grip manufacturer, parodies a popular TV campaign, Nike's "I Am Tiger Woods" by Wieden & Kennedy in Portland, Ore. However, in Lamkin's 30-second spot by Capener, Matthews & Walcher, some less-than-professional, anonymous golfers are shown hitting balls. After the novices swing, they turn to the camera and say, "I am in the woods." The tagline offers the golfers a solution: "Change your grip. Change your game."
"While we didn't start out to parody the Nike spot, it was a great coincidence that 'woods' is both a popular name and a common golf term," said agency president and chief executive officer Jim Matthews. The commercial, which broke during the British Open golf tournament, is part of the shop's $1.5 million campaign for its client. The effort also includes print executions in golf trade and consumer magazines, as well as collateral sales, consumer pieces and public relations. -Teresa Buyikian
Client: Utah Transit Authority, Salt Lake City
Agency: FJCandN, Salt Lake City
Creative Director: Dave Newbold
Art Director: Randy Stroman
Copywriter: Dave Newbold
Director: T.C. Christensen
Production Co.: Visual Transit
Authority, Salt Lake City
Borrowing a page from The Late Show With David Letterman, the Utah Transit Authority has launched a direct response campaign that features ordinary people with unusual talents. The effort, from FJCandN in Salt Lake City, is designed to convince viewers that the UTA's bus schedule information service is easy to use. In one television commercial, a man swallows a lightbulb and is then able to cough it up whole. Another spot shows a woman who can make her eyes bulge out of their sockets. Both ads use the tagline, "There are a lot of things in life you just can't figure out; riding the bus shouldn't be one of them." The spots end with a smiling bus driver and a phone number to call for information about UTA's service. -Angela Dawson
Client: Home Savings of America, Irwindale, Calif.
Agency: TPG, Venice, Calif.
Creative Director: Tony Stern
Art Director: Nigel Williams
Copywriter: Bernie Hafeli
Director: Anouk Besson
Producer: Deb Groth
Production Co.: The End, Los Angeles
TPG, a division of TBWA Chiat/Day, draws on weighty themes to portray client Home Savings of America as a company that understands the critical stages of life. The agency's first TV ad for the client, "Lifestages," features a montage of events, ranging from weddings to funerals. Powerful messages tell the viewers such facts as how many houses they'll buy and how many funerals they'll attend in a lifetime. The point is that whether someone is buying a new home or saving for retirement, Home Savings can help.
"We want to showcase Home Savings' personality in a way that shows customers we truly understand their needs and that Home Savings is an institution willing
to help them deal with their finances through all stages of life," said Anne-Drue Anderson, executive vice president of marketing at Home Savings. The spot was developed from a video the agency made for the client which emphasizes to bank employees Home Savings' commitment to caring for its customers. -Kathy Tyrer