New Campaigns: Midwest

Client: The Goodyear Tire and Rubber Co., Akron, Ohio Agency: J. Walter Thompson, Detroit Creative Directors: Dan Hughes, Rick Pesta Executive Producer: Carole Gall Art Director: Don Lewis Copywriter: Preston Wertheimer Directors: Jim Edwards, Phil MarcoWhile most creative work for automotive products has been straying from the traditional reliance on footage of vehicles in motion, J. Walter Thompson's new effort for Goodyear tires uses the tried-and-true images quite effectively. The spots have almost a rock video feel to them, employing soaring music and fast-paced action to help bring a more youthful attitude to the brand while still emphasizing its value. 'In order to bridge those dual objectives, we undertook a dramatically new style, moving from a declarative tone to an emotional tone,' said creative director Rick Pesta. One 60-second execution and three 30-second versions introduce a new themeline, 'Serious Freedom,' and a catchy jingle. JWT's creative team went to nine music houses and listened to more than 50 submissions before picking Joe Sicurella & Associates in New York. Jonatha Brooke, who has a large following on public radio, makes her advertising debut performing the song......--Tanya Gazdik------------Client: Village Pantries, Indianapolis Agency: Ron Foth Advertising, Columbus, Ohio Creative Directors: Ron Foth Jr., David Henthorne Art Director: Gene Roy Producer: Marty Nowak Director: Ron Foth Jr.Add 'Village Pantry Man' to the list of crafty secret agent characters we have met in films and advertising. Dressed appropriately in black and wearing shades, he is the focus in this first of a new series of television commercials for the 181-store Village Pantry convenience store chain based in Indianapolis. In a spoof--let's hope--of spy flicks, Village Pantry Man darts through mean streets, clutching his attache case while being chased by a stereotypical cadre of bad guys. Only at the close of this 60-second, black-and-white TV spot does the hero open the case to reveal the coveted treasure: doughnuts (which are shot in color). The tagline is: 'The taste everyone is after.'.....--Scott Hume------------Client: American Lung Association, American Cancer Society, Blue Cross & BlueShield United of Wisconsin Agency: Hughes, Ruch & Murphy, Brookfield, Wis. Creative Director: Dave Murphy Copywriters: Frank Anderson, Dave Murphy Art Director/Illustrator: Frank AndersonAn anti-smoking message airing across Wisconsin features a hand-drawn pack of cigarettes singing to the tune of There's No Business Like Show Business with Ethel Merman-like intensity. Lyrics are changed to 'There's no people like smoking people,' with the message kicking in at the close of the 30-second spot, when the pack transforms into a tombstone in a cemetery. The low-budget, pro bono piece was intended to reach pre-teens, but the Mermanesque tune also can grab older smokers, said HR&M's Dave Murphy. The cartooning also is a jab at Joe Camel, the ad icon that critics accuse of luring young people to the habit. 'It's intended to de-glamorize the whole notion of smoking,' Murphy said. The spot, complemented by radio, is airing with support from the Wisconsin Broadcasters Association......--Trevor JensenCopyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED Midwest

Brand Marketing

New Campaigns: Midwest

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