New Campaigns: MIDWEST

Client: Citizens Insurance, Howell, Mich. Agency: Perich + Partners, Ann Arbor, Mich. Creative Director: Ernie Perich Art Director: John Pappas Copywriter: Chuck Mahnken Photographer: Craig Van Der Lende Perich + Partners' first campaign for Citizens Insurance is hardly the staid, conservative work one has come to expect in the category. On the contrary, the provocative use of color and graphics is designed to catch consumers off guard and prompt a double take. The two-page print ads are mainly lime green and yellow, with a prominent photograph of a briefcase with flames shooting from it. The headline reads, "Responsive." Copy explains that the company's employees are "half insurance agents, half action heroes." "[Citizens is] trying to highlight the positive attributes of the agents, and make them the heroes of the ad, rather than just focusing on the company," said Kraig Pendleton, Perich director of strategic marketing. The campaign includes print, outdoor and radio in Michigan, Ohio and Indiana. Regional TV spots are being considered for late this year or early 1998. -Tanya Gazdik Client: Malt-O-Meal Co., Minneapolis Agency: Clarity Coverdale Fury, Minneapolis Creative Director/Copywriter: Jerry Fury Art Director: Steve Sage Director: Steve Griak Production: Wilson Griak, Minneapolis Editor: Steve Shepard Malt-O-Meal's self-deprecating spokesman, who in past spots duckwalked down a grocery aisle to show that Malt-O-Meal's bagged cereals are often stocked on bottom shelves, has returned in a new fall spot. But instead of defending the company's strategy of bagging its cereals as a way to keep prices down, he now points out: "Guess what? All cereals come in bags." With a snap of his fingers, competitors' glitzy boxes disappear, revealing, sure enough, that the costlier cereal brands are always packed in bags inside. "We really like the way the spot articulates what everyone already knows but has probably never put into words," said Jerry Fury, agency partner and the spot's creative director and copywriter. The "All Bags" spot breaks this month and is planned to air through the end of 1998. -Scott Hume Client: Azaleia, USA. St. Louis Agency: Brado Cuneo, St. Louis Creative Director: Robert Cuneo Art Director: Caroline Huth Copywriter: McGeath Freeman Azaleia is Brazil's largest maker of shoes, marketed in the U.S. under the Bagels name. In print ads appearing in fall issues of Teen, Vogue, Self and Glamour, Brado Cuneo focuses on the geometry of the female footwear with copy that concentrates on the product's purported comfort. "It is said that when the heel of the foot is caressed, it stimulates the heart. Sure beats waiting for love to come along," reads one ad, in which a sandal with bright orange straps is set against a purple background. The brand's logo plays off the Bagels name, promising the "fashion footwear" is "made fresh daily." Another ad, featuring a black wedge-heeled sandal, suggests beneficial effects for women who shod themselves in Bagels. "When the ball of your foot is touched in just the right place," copy reads, "it stimulates your metabolism. And you thought models just starved themselves." -Trevor Jensen

Brand Marketing

New Campaigns: MIDWEST

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