New Campaigns: Western

Client: Unocal 76 Agency: TBWA Chiat/Day, Venice, Calif. Creative Director: Jerry Gentile Art Director: Deb Hagen Copywriter: Mickey Taylor Director: Peter Darley MillerTBWA Chiat/Day continues its 'We Get It' campaign with three new TV spots for Unocal 76. Created by the agency's Venice, Calif., office, the ads highlight the things that everyone wants from a service station: paper towels, clean rest rooms and the option to use an automatic teller machine card. In one spot, unsuspecting convenience store patrons open cans of soda, only to have the liquid spill all over. The shot cuts to a dancing stockroom worker, who has a habit of shaking the cans before he puts them away. The voiceover says, 'Keep in mind, you'll always find plenty of paper towels and squeegees in clean soapy water at every Unocal 76 station.' Another spot shows a Unocal 76 customer painstakingly counting change at the register, while another quickly pays with his ATM card. The third commercial depicts a man using a spotless Unocal rest room who has dropped the toilet paper beyond his reach. A Unocal employee arrives to clean the rest room and answers the man's plea for 'A little help?' The campaign will run in California markets. Radio spots will support the work.--Teresa Buyikian------------Client: Public Service Company of Colorado Agency: Thomas & Perkins Advertising, Denver Creative Director: Herb Allison Art Director: Herb Allison Copywriter: Erik Kiker Director: Peter Darrell Producer: Carol WilliamsThe Public Service Company of Colorado has launched a new campaign to assure customers that its proposed merger with a Texas utility company will benefit them. Thomas & Perkins created the TV and print campaign. In one 30-second TV ad, a Public Service worker is shown climbing a utility pole. A voiceover explains the pending merger, while the utility worker appears to climb above the clouds. At the end of the spot, he seems to be on a pole near the path of a passing satellite. The voiceover says, 'We'll not only meet your expectations; we'll aim even higher.'--Angela Dawson------------Client: PowerBar, Berkeley, Calif.Agency: Citron Haligman Bedecarre, San Francisco Creative Directors: Kirk Citron, Matt Haligman Producer/Director: Rob Sondik Art Director/Director: Bob Pullum Writer/Director: Jim DiPiazzaProducer: Amanda DossPowerBar breaks a $2 million radio and television campaign next month that boosts the energy bar in a more light-hearted manner than last year's serious ads with Steve Young. On May 1, three 30-second TV ads will break on national cable TV and in a handful of spot markets; they will run through the summer. The commercials, Citron Haligman Bedecarre's first for the client, feature athletes in humorous slice-of-life scenes. In one spot, an athlete eats a PowerBar while another does not. The contrast in their performance is then highlighted in a grainy, sped-up film narrative, reminiscent of a home movie. Another ad shows a mountain biker gliding effortlessly over a stream while his companion has to dismount and tiptoe over the hazard with his bike. Radio advertisements begin airing in mid-May in 16 markets nationally. --Sean MeheganCopyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED West

Brand Marketing

New Campaigns: Western

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