New Campaigns: Eastern

Client: Lynn Chase Designs, Ridgefield, Conn. Agency: Burkhardt & Hillman, New York Creative Director: Ron Burkhardt Director, Brand Planning: Patrick Hillman Art Director: Rena Wong Copywriters: Ron Burkhardt, Patrick Hillman, Eddie Bamonte Burkhardt & Hillman goes back to nature in its first campaign for porcelain marketer Lynn Chase Designs. Under the tagline "Dine on the wild side," the first ad in a set of three executions features a painted jaguar coming to life and leaping off a plate. "It has a lot of legs-no pun intended-we can go on to do this with other animals," said creative director Ron Burkhardt. Lynn Chase is an artist and wildlife preservationist. Her company specializes in fine porcelain tableware and related objects that reflect the artist's love of nature. A portion of the company's sales goes to the Chase Wildlife Fund, which the artist founded to promote the preservation of wildlife. The campaign breaks next month in upscale magazines such as Architectural Digest and Condƒ Nast Traveler with about $1 million in ad support. Agency principal Patrick Hillman said Chase's main competitors include brands such as Bernardoud, Villeroy Boch and Noritake. -Rob Lenihan ______ Agency: Ogilvy & Mather, New York Client: Eastman Kodak Co., Rochester, N.Y. Creative Director/Copywriter: Chris Wall Art Director: Susan Westre Director: Joe Pytka Ogilvy & Mather is breaking three new TV spots in the second stage of its campaign for Kodak Advantix cameras and film. These ads demonstrate Advantix's features, the previous set introduced the brand. One mock-bittersweet commercial, "Venice," which broke last week, is filmed in black-and-white with splashes of color. It taps into the despair of a young man who tries to capture in photographs the magic of a one-day romance in Venice. He discovers later that he has misloaded the film. "We tried to misdirect the viewer to think it could be a perfume or fragrance ad," said Ogilvy creative head Rick Boyko. The spots tout three separate features. "Venice" promotes drop-in loading; "Baby" focuses on index printing; and "Paris" demonstrates picture-size choices. The ads keep Kodak's existing tag, "Take pictures. Further." Ogilvy won the $100 million global business from J. Walter Thompson, New York, in December. -Teresa Andreoli ______ Client: Staples, Framingham, Mass. Agency: Cliff Freeman and Partners, New York Creative Director: Arthur Bijur Art Director/Copywriters: Dan Kelleher, Mark Schruntec Director: Rent Sidon In time for the back-to-school season, the classroom blues are parodied in a new TV spot by Cliff Freeman and Partners for Staples. The new 30-second ad depicts a trio of glum children on a trip with Mom to stock up on school supplies. As the perky mother tries to cheer up her kids, she inadvertently places the bag of supplies on the roof of the car. Sure enough, as she pulls out of the parking lot, the supplies begin to cascade from the bag all over the road. As Mom keeps talking, the kids break into giggles and finally a wild cheer as the bag topples into the street. Mom, of course, mistakes the laughter for enthusiasm. "Now, that's the attitude I want to hear," she says. The spot broke last week and keeps the tag "Yeah, we've got that." Arthur Bijur, executive creative director of the shop, said the agency "has made a lot of hay out of the various emotions surrounding back-to-school." And the falling bag? "We've all done it," he said. The agency is currently preparing another back-to-school spot. Staples spent $39 million on advertising in 1996, according to Competitive Media Reporting. -Michael McCarthy

Brand Marketing

New Campaigns: Eastern

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