New Campaigns: Western

Client: Adidas America, Portland, Ore. Agency: Leagas Delaney, San Francisco Creative Director: Harry Cocciolo Copywriter: Scott Wild Art Director: Peter Nicholson Director: Jonathan David Agency Producer: Ben Latimer Production Co.: Shelter Films, New York Five shirtless guys with letters painted on their chests are the stars of a new regional ad campaign by Leagas Delaney for Adidas America. The agency's San Francisco office created a series of humorous TV, radio and outdoor executions to promote Adidas' new sponsorship of the New York Yankees. The ads recently broke in New York. "The idea is to pay homage to the passionate Yankee fans in a funny way that shows Adidas understands them," said agency creative director Harry Cocciolo. New York City and the Yankees have a unique history and heritage, said Cocciolo, but serious fan appreciation ads have been done so much that the New York audience would see right through them. "So we decided to focus on the crazier side of the fans," he said. The irreverent TV spots show the heavy-set men with "Yanks" painted on their chests riding around in a taxi, looking for fans of rival teams at the airport and shopping for blue makeup at a cosmetics shop. The only mention of Adidas is a logo at the end of each spot. The tagline: "Only in New York." -Joan Voight ______ Client: Shamrock Farms, Phoenix Agency: Cramer-Krasselt, Phoenix Creative Directors: Eric Labas, Chris Poisson Art Directors: Jamie Hernandez, Nancy Carp Copywriter: Jon Shore Producer: Linda Hart Director: D.J. Webster Production Co.: Landau Films, Santa Monica, Calif. Cramer-Krasselt has created a humorous new TV branding campaign for Shamrock Farms, Arizona's largest producer of dairy products. The three 30-second spots position Shamrock as the purveyor of fresh, quality milk products. They suggest that the only way to get fresher dairy items is to own your own cow. The commercials show a family welcoming its new pet Spot, a cow. The family members try to teach their new pet to fetch, roll over and retrieve the newspaper, among other things. The ads break this week on spot network TV in Arizona during all dayparts. In addition to the TV commercials, Cramer-Krasselt is providing public relations support for its dairy client. -Angela Dawson _______ Client: San Francisco Opera Agency: Euro RSCG Dahlin Smith White, San Francisco Creative Directors: Jeff Bagley, Eric Bute Art Director: Eric Bute Copywriter: Jeff Bagley Accessibility and luridness are two of the themes used in a branding campaign created by Euro RSCG Dahlin Smith White for the San Francisco Opera, which is celebrating its 75th season this year. The client will use the local print and broadcast effort to help combat two age-old problems for opera around the world: attracting young people and shaking its boring, senior-citizen image. "We're going after two age groups with the campaign," said Alan Reighard, senior vice president and managing director of the agency's San Francisco office. "We want to reach people between the ages of 25 and 35, and 35 and 55." The campaign plays up the more violent elements of a typical opera, such as murder and betrayal. One ad appearing in the San Francisco Examiner reads, "People die. Husbands cheat. Women cry. And yet, they all find a way to sing." Print ads broke last week. Radio spots will promote specific performances. -Jane Irene Kelly

Brand Marketing

New Campaigns: Western

Adweek Staff

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