New Campaigns: NEW ENGLAND

Client: Hewlett-Packard Medical Products Group, Andover, Mass. Agency: Lehman Millet, Boston Creative Director: Gerry Millet Copywriter: Deborah Lotterman Art Director: Rob Merk Photographer: Bill Miles Print ads in Lehman Millet's first global image campaign for Hewlett-Packard's Medical Products Group feature people's hands performing simple tasks. The headline of one execution reads, "Six hours ago, these hands intubated a teenager in . . . shock." The copy continues, "The drama is over, but the images stay with you." The company's monitors, defibrillators and blood-testing units are portrayed as silent partners in everyday medical miracles. This partnership is underscored by the tagline, "Helping you make a difference." The goal of the effort is to "make the average consumer and professional consumer aware that Hewlett-Packard has a large and very important medical market," said agency principal Gerry Millet. "We wanted to show our commitment to our medical customers and prospects as well as remind the general business community" about the products, said Shirley Horn, worldwide manager for the Andover, Mass.-based client. Three print executions are appearing this month in domestic and international issues of Business Week and Fortune as well as Modern Healthcare. The ads are supported by a capabilities brochure and other collateral materials. -Sarah Jones Client: Prince Matchabelli, Darien, Conn. Agency: World's Smallest Ad Agency, Westport, Conn. Creative Director/Copywriter: Renƒe Mandis Art Directors: Bridgett Csapo, Chris Eng, Amy Gross Director: Dewey Nix Music: Jon Huck Garage-band rock, scores of hunky men and a Gen X debutante on a road trip in a bright-orange utility vehicle create the youthful mood of a TV commercial for Unruly Perfume, Prince Matchabelli's latest fragrance for young women. The tagline: "Life without limits." The 30-second spot and similarly themed print executions attempt to communicate the idea that "women are freer than ever . . . and do what they want," said Renƒe Mandis, president and creative director of the self-proclaimed World's Smallest Ad Agency, which created the campaign. The commercial, slated to run through December, is airing on programs such as Melrose Place and Party of Five. Print ads are appearing in magazines such as Marie Claire. -David Gianatasio Client: Cellular One of Rhode Island Agency: Hill, Holliday, Connors, Cosmopulos, Boston Creative Directors: Michael Sheehan and Dave Gardiner Art Director: Simon McQuoid Copywriter: Richard Overall Director: Naom Murro Agency Executive Producer: Deb Martin Self-deprecating humor permeates a series of six TV commercials now airing for Cellular One of Rhode Island. The spots seek to earn consumers' trust while reminding viewers that the client has been doing business in the Ocean State since 1995. The spots play off the question: "What have we done since 1995?" and feature actor David Healy showing off the company's many accomplishments. The tagline: "You talk. We listen." Cellular One was "happy to have a bit of fun and poke fun at themselves. [Viewers] appreciate that. They're not into chest beating, and [the client] allowed us to run riot a little bit," said copywriter Richard Overall. He and art director Simon McQuoid, who developed the campaign, joined Hill, Holliday, Connors, Cosmopulos in March from Minneapolis-based Clarity Coverdale Fury, where they were hired after coming stateside from Australia two years ago. "The whole schtick centers around what you are like when you move to a new place. You like to show people around . . . Face it. People hate ads. The client wants people to trust them. You can't say trust us. You have to build trust and we think people will like this company because it does poke fun at itself," Overall said. -Judy Warner

Brand Marketing

New Campaigns: NEW ENGLAND

Adweek Staff

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