NEW CAMPAIGNS: SOUTHWEST Client: General Motors, Detroit

Agency: Moroch & Associates, Dallas Creative Director/Copywriter: Dave Longfield Art Director: Mark Ely Moroch & Associates appears to be steering its creative work in new-and uncharacteristically subtle-directions under chief creative officer Dave Longfield, hired away from DDB Needham Dallas last September. An outdoor board recently completed for General Motors shows the shop's ability to play with the formulaic approach that often weighs down billboard messages in the automotive category. A board put up in right field at Chicago's Comiskey Park features a beauty shot of an Oldsmobile Cutlass set against a blue sky with white clouds. What at first appears to be a standard product shot really is something entirely different. Closer inspection shows the front passenger side window has been cracked and a baseball sits inconspicuously under the right front tire. The shop is also working on new regional advertising for the Olds 88. -Steve Krajewski ______ Client: The Steel Alliance, Pittsburgh Agency: GSD&M, Austin, Texas Associate Creative Director/Copywriter: Oscar Cesares Senior Art Director: Marty McDonald Freelance Producer: Liz Graves In its first series of ads for a five-year, $100 million effort to promote the steel industry, GSD&M goes about educating consumers on why the metal is an important element in everything from the homes we live in to the cars we drive. The approach in three print ads is direct. One shows the stark frame of an automobile that appears to be levitating above the headline, "Everything else is optional." The copy explains, "If you're in a car crash, there's only one thing you're going to want protecting your family. And it's not the 10-CD player or the seat warmer. It's the steel." Another print execution features a shot of a hurricane and the headline, "He huffed and he puffed but he could not blow down the steel-frame house." The tagline is: "Feel the strength." Five television ads also exploit the added safety of cars and homes built with steel and reinforce the fact that the metal is recycled more than aluminum, glass, paper and plastic combined. -S.K. ______ Client: Churchs Chicken, Atlanta Agency: Levenson & Hill, Dallas Creative Director: Louis Tridico Art Director: Regan Holly Producer: Don Seay While the long-running "Gotta love it" tagline still winds its way in, "The Crave" is the newest theme in Churchs Chicken's latest broadcast push in its 40 regional markets. The idea behind three 30-second television spots produced by Levenson & Hill of Dallas is the use of quirky comedian Pablo Francisco as the physical manifestation of the subjects' craving for Churchs Chicken. A rehearsal for gospel artists Kirk Franklin and The Family is interrupted by Francisco, who reminds them of their longing for Churchs. In another television spot, a truck driver cannot escape a pursuing Francisco any more than he can resist the temptation to get some chicken. He is momentarily stopped by a highway patrolman, who himself joins in on the Churchs quest. A third TV commercial features a baseball pitcher similarly tormented by the comedian and his hunger. All of the spots include a product tie-in to the fast-food chain's 10-piece meal or its chicken sandwich offering. -Glen Fest

Brand Marketing

NEW CAMPAIGNS: SOUTHWEST Client: General Motors, Detroit

Adweek Staff

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