NEW CAMPAIGNS: EASTERN

Client: Northeast Chevrolet Area Marketing Group Agency: Gianettino & Meredith, Short Hills, N.J. Creative Director: Ron Gianettino Copywriters: Ron Gianettino, Rich Palatini Art Director: Rich Palatini Director: Bob Canning Gianettino & Meredith, a shop that considers itself a specialist in marketing to women, is breaking four TV spots and a series of print ads which target that demographic for Northeast Chevrolet dealers. The first spot in the $22 million campaign depicts a woman who owns a florist business talking about how her new Malibu "has more trunk space than a Taurus and more room inside than a Camry." In one of two spots that showcase Chevy sport utility vehicles, a pitchman calls the Suburban "the biggest SUV on the planet." This is a response to the crowding of the market by Dodge and others, said Tom Kuhn, G&M vice president, automotive. The client's new theme, "Shop Chevy," speaks to female car buyers, who, more than males, like to compare choices before buying, said Ron Gianettino, principal of the shop. The client did not previously use a theme or tagline. G&M has held the account for eight years. -Teresa Andreoli Client: Tri-State Mercedes-Benz Independent Dealers Advertising Group Agency: Lowe & Partners/SMS, New York Copywriter: Kevin McKeon Art Director: Simon Bowden Producer: Laura Sparacia Editor: Robin Burchill Cars and special offers take a backseat in the first campaign from Lowe & Partners/SMS for Tri-State Mercedes dealers since the agency won the $2-4 million account from Gotham, New York, in August. Instead, Lowe has used old movie and newsreel footage to convey feelings it hopes customers will develop toward their local Mercedes dealers. One ad, "Fun," shows people riding roller coasters and dancing. The copy states: "If cars are so much fun to drive, shouldn't they be more fun to buy?" The campaign does not carry a tagline. By eschewing a deal-of-the-month-style approach, David Schembri, regional vice president of Mercedes-Benz of North America in Parsippany, N.J., said the campaign "sets us apart on many levels" from competitors BMW and Lexus. The five TV spots and five print ads broke last week. The print work will run primarily in The New York Times. Gotham's old campaign used the tagline: "We're with you every mile." -Rob Lenihan Client: DLJdirect, Jersey City, N.J. Agency: The Romann Group, New York Copywriters: Gad Romann, Lang Phipps Creative Directors: Gad Romann, Ann Lemon Art Directors: Ann Lemon, Erez Bahar Photographer: Richard Burbridge The Romann Group takes aim at the serious investor with a $20 million national corporate image print campaign introducing DLJdirect, an online investment firm. Seven ads link the name of the Donaldson, Lufkin & Jenrette subsidiary with the resources of the parent company. One ad shows a closeup of a man's face with the headline: "It takes brains to trade online. But not only yours." The copy argues, "Relying on DLJ is enlightened self-reliance." The tagline is: "Trade up. DLJdirect." DLJdirect changed its name from PC Financial Network last month. "We think [the client] has a big story to tell," said creative director Gad Romann. "There's a great deal of content to distinguish them from other online competitors," such as the already established E-Trade, Charles Schwab online trading and Fidelity, he said. The ads, which broke last week, are running in such publications as The Wall Street Journal, Barron's, Investors Business Daily and Time over the next month. A television campaign will start Nov. 5 and an online effort is also in the works. The New York shop, which had done work on a project basis for DL&J's investment banking division in the past, picked up the account in August after the client had talked to several other agencies, Romann said. -R.L.

Brand Marketing

NEW CAMPAIGNS: EASTERN

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