New Campaigns: Eastern

Client: Hasbro Inc., Pawtucket, R.I. Agency: Jordan, McGrath, Case & Taylor, New York Creative Director: Mark Itkowitz Art Directors: Anne Sullivan, Keith Ross Copywriters: Stuart Tom, Andrew Cahill Producer: Wende Sasse Director: Willi Paterson Photographer: Michael Lavine Hasbro breaks its first corporate image campaign this week under the theme, "Get together games." Two TV spots feature actress Jane Leeves of NBC's Frasier. One spot has Leeves reaching toward the camera, pulling away a remote control unit and declaring, "You two have been spending way too much time together." The tagline: "Get in on the fun." The campaign, which is targeted at adults, also promotes jointly the client's various board games, such as Pictionary and Outburst. The games are positioned as a way of bringing people together and as an alternative to watching television. The spots will air on such programs as Seinfeld, ER and Mad About You. Three print ads in the $15 million campaign break next month and will run in People, Cosmopolitan, Mademoiselle and others. Kathryn Ryan, JMC&T senior vice president of client services, said that Hasbro's main competitors are now leisure activities from outside the category: television, rented movies and video games. Mattel Inc. is the top toy company in the U.S., with $3.8 billion in sales in 1996; Hasbro comes in second with $3 billion. JMC&T has been Hasbro's lead agency since 1989. -Rob Lenihan Client: Brown-Forman Beverages, Louisville, Ky. Agency: Hill, Holliday/Altschiller, New York Creative Directors: Roger Bentley, David Altschiller Copywriter: Peter Kain Art Director: Gian Arena Hill, Holliday/Altschiller breaks a new print and outdoor campaign for Southern Comfort this week designed to reinforce the brand's standing with Gen-X consumers at a time when liquor ads crowd that demographic's radar. The first print ad shows a closeup of an engagement ring with the headline, "A '67 Mustang also costs two months' salary." Past ads, tagged "Take it easy," have had a predominantly younger male groove. One ad used the copy, "Work, work, work, work, work, work, work, work, fish." Agency chairman and chief creative officer David Altschiller said, "This ad is a little less philosophical and a little more sardonic" than previous work. Rather than compete in a market where it was being outspent by brands such as Dewar's, Tanqueray and Sauza, the shop, working with a $5 million budget, "had to do something more visually arresting to pull ourselves [out of the pack]," Altschiller said. Six more ads are expected in 1998. According to Adams Liquor Handbook, the brand's shipments rose 4 percent in 1996. The campaign breaks in Rolling Stone, among others. -Teresa Andreoli Client: MediaOne, Boston Agency: Margeotes/ Fertitta + Partners, New York Creative Director: Graham Turner Copywriter: Alison Gragnano Art Director: Gary McKendry Executive Producer: Ed Kleban Director: Blair Hayes Instead of focusing on how quickly MediaOne Express can propel Internet users through the Web, new print, TV and radio work from Margeotes/Fertitta + Partners depicts how slowly the world moves compared to the service. In the TV spot, slow motion images of commuters and a plane crawling across the sky are juxtaposed with a series of quick, color portrayals of MOE in use. "It doesn't just change the way you experience the 'Net, it changes the way you experience the world," a voiceover says. "The challenge was to communicate speed, with a sense of relevance," said Don Apruzzese, director of product marketing management, broadband data services for the 1-year-old MOE. The client, boasting 10,000 subscribers, claims its service is 50 times faster than "dial up" Internet access providers such as America Online. The campaign is backed by $2-3 million and is the second wave of ads from the shop on the $20-30 million account of the division of U S West. The spot carries the MediaOne tag: "This is broadband. This is the way." -T.A.

Brand Marketing

New Campaigns: Eastern

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