New Campaigns: EASTERN Client: Pella Corp., Pella, Iowa

Agency: Young & Rubicam, New York Creative Directors: Tom Coleman, Bob Wyatt Art Director: Bob Wyatt Copywriter: Tom Coleman Producer: Lori Talish Director: Mark Pellington Young & Rubicam reminds redecorators that seemingly simple panes of glass are no less significant than the walls that hold the house up in a new campaign for window maker Pella Corp. The print ads, part of a $10 million push that also includes a TV spot, feature copy such as, "So, if the Italian marble was 'crucial' and the English wallpaper 'a must,' shouldn't Pella windows be expected?" Ads broke in June and July magazines such as Condƒ Nast House and Garden, Elle Decor and Southern Living-another ad has yet to break. The TV spot, which broke this month, has a contemporary Romeo and Juliet stuck on opposite sides of a Pella window. A shade built between panes of glass for protection from dirt and "unwanted elements" allows Juliet's father to keep Romeo at bay. The tagline: "Viewed to be the best." -Matt Surman ______ Client: Russ Berrie and Co., Oakland, Calif. Agency: Lotas Minard Patton McIver, New York Creative Director: Kristin Moore Art Director: Jahnus Vizon Copywriter: Karen McIver Photographer: John Dolan Plush toys from Russ Berrie and Co. make good buddies in a new series of print ads breaking in August magazines such as People and Ladies' Home Journal. The work, which poses children and adults in snapshot formats, carries the tagline "Russ is good." Each of the three ads is headed by a different title, such as "Good Friend" or "Good Listeners." Russ is devoting its biggest budget ever to the campaign, estimated at about $5 million, according to Steve Young, group account director at LMPM. "What we wanted to do is create an emotional link between people who purchase gifts and Russ. We're capturing true-to-life situations," he said. In keeping with the real life theme, the child subjects of the campaign are not professional models: The photographer's daughter, Olivia, is shown in one ad with her new stuffed playthings at a tea party. The son of agency receptionist Stephanie Cook appears in another. -M.S. ______ Client: Glen Ord Single Malt Scotch, United Distillers USA, Stamford, Conn. Agency: Emmerling Post, New York Creative Director/Copywriter: Steve Crain Art Director: Paul Shields Digital Artist: Danny Bizzaro, Wace, New York A new campaign by Emmerling Post for Glen Ord tries to dispel the notion that single-malt scotch has a harsh taste by reminding drinkers of the brand's "I shine, not burn" motto. One ad in the series of three shows a picture of the Loch Ness monster swimming in the famed Scottish lake under the headline, "A single malt scotch that tastes great. Now that's worth searching for." Emmerling's mission was to make the brand approachable, said senior art director Paul Shields. "Most people think single malts are an acquired taste, but that's not the case with Glen Ord." The $1 million U.S. campaign will be the client's first since it gained distribution last summer, said Mike Pommer, vice president, marketing for United Distillers. The Loch Ness ad will break in September in specialty consumer publications such as Cigar Aficionado. -Teresa Andreoli

Brand Marketing

New Campaigns: EASTERN Client: Pella Corp., Pella, Iowa

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