New Campaigns: Southwest


Client: Exxon Corp., Houston

Agency: McCann-Erickson, Houston

Creative Director: Mark Daspit

Copywriters: Brian Olesky and Glen Bentley ('Parade'), Vicki Carpenter ('Flame')

Art Directors: Bob Sullivan ('Parade'), Cindy Kemble ('Flame')

Director: Ken Arlidge

Producer: Leigh Anne Smith

Maybe we have misunderstood what the eye of the tiger is all about: bloodthirsty master hunter, or plaintive creature unsure of its place in a world with us? In a pair of 30-second television spots to heighten awareness of the Save the Tiger Fund sponsored by Exxon, McCann-Erickson clearly paints the danger of extinction for the tiger. In one called 'Parade,' children run up a hill with a tiger cub as narration warns that future generations may live in a world without the striped felines. The other, 'Flame,' begins with a small fire pictured against a black background--a tiger's pupil. The tigress' entire face is revealed as the camera pulls back, as is a small cub at her side. The commercials premiered earlier this month during a National Geographic special on NBC and will reappear in May. --Glen Fest


Client: Ugly Duckling Corp., Phoenix

Agency: Dieste & Partners, Dallas

Creative Director: Abel Barron

Copywriters: Aldo Quevedo, Angel La Riva

Art Directors: Abel Barron, Christian Sendra

Animation: Reel FX, Dallas

In its first television campaign for this high-volume used car operation, Dieste & Partners uses high-end animation to breathe new life into the duck that acts as the client's mascot. Three 30-second spots, developed in both English and Spanish, drive home different benefits of buying from Ugly Duckling. One commercial opens on a man who stumbles across an Ugly Duckling ad while perusing the newspaper. The duck in the ad pops off the page and pulls the man through the paper and onto the car lot. In another spot, a do-it-yourselfer gets frustrated while performing an oil change and grabs a stray newspaper to wipe his face. He too is transported to the lot for the duck's lecture on warranties. A third effort encourages buyers to apply their income tax refund toward the purchase of a car. Each spot ends with the tagline, 'It took a duck to change the business.' --S.K.


Client: Baker Hughes Inteq, Houston

Agency: The Quest Business Agency, Houston

Creative Director: Richard Laurence Baron

Copywriters: Ron Bitto, Richard Laurence Baron

Art Director: Paul Leigh

Illustrators: Craig Stewart, Chris Lockwood, Jeff Sanson

In a new print initiative for Inteq, the oil drilling systems unit of Baker Hughes, Quest zeroes in on purchase decision makers by addressing what it identified as three of their key concerns: reliability, innovation and performance. Those buzz- words serve as headlines on three ads running in periodicals like World Oil, Oil & Gas Journal and Offshore. Lengthy body copy (written with the help of client director of marketing communications Ron Bitto) speaks to the various concerns. 'Reliability' explains how Inteq works to prevent equipment failure. 'Performance' plugs the firm's Navi-Drill Ultra motors. 'Innovation' focuses on the 'MPR system,' which helps evaluate underground formations during drilling. Each ad also features a visual that combines photographs of the company's products and people with computer-generated illustrations. The client's Web address is also included. --Steve Krajewski

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