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New Campaigns

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Client: San Francisco Bay Guardian, San Francisco
Agency: BigMouth Advertising, San Francisco
Creative Director/Art Director: Todd Spina
Creative Director/Copywriter: Mike Yoffie
Art Director: Elaine Kwong
Photographer: Bill McLeod
BigMouth Advertising is bringing San Francisco Bay Guardian founder and publisher Bruce B. Brugmann face-to-face with San Franciscans in a group of new outdoor and print ads. The campaign, which broke this month, features the tagline, "Read my paper. Dammit."
The centerpiece for each effort is the gruff-looking Brugmann, who is, in most cases, scowling at the viewer. One outdoor board shows the "publisher and crusader" standing in front of San Francisco's city hall. It reads, "City Hall is full of crooks. I want them exposed!" (This tongue-in-cheek approach did not go down well with mayor Willie Brown's office, according to BigMouth partner Mike Yoffie.) "San Francisco needs icons to represent the rich history of this funky, progressive town," Yoffie said. "As the self-appointed protector of the public interest ... Bruce certainly qualifies." Brugmann founded the Bay Guardian 31 years ago. The family-owned and -operated, free newsweekly covers the city's political and cultural scene. -Jane Irene Kelly

Client: Bike Control, Beaverton, Ore.
Agency: Borders Perrin and Norrander, Portland, Ore.
Creative Director: Terry Schneider
Copywriter: Michael Javier Caballero
Art Director: Joel Nendel
Photographer: Mark Ebsen
Borders Perrin and Norrander has launched a print campaign for Shockster, a new bicycle component from Bike Control. The national effort is comprised of three black-and-white, grainy ads, darkly condemning those who would throw away old bikes. Art director Joel Nendel characterized the ads as "1960s photojournalistic," with the look of photos that have long been hidden. One shows a biker at night, light and shovel in hand, pulling a bike out of a hollowed grave. The headline reads, "Resurrect Your Hardtail."
The agency was looking to get away from the action shots that traditionally dominate ads in the category, Nendel said. The "anti-action" approach works well in bike magazines, where the still, colorless photo grabs attention, he said.
Shockster, an after-market product intended to eliminate the cost of replacement, adds rear suspension to any mountain bike. The campaign is geared toward males who want to spend money to improve their bikes, Nendel said. -Sarah Andreotti

Client: Physio-Control, Redmond, Wash.
Agency: Hammerquist & Saffel, Seattle
Creative Directors: Fred Hammerquist, Hugh Saffel
Art Director: Mike Proctor
Copywriter: Ian Cohen
Photographer: Hunter Freeman
Ads designed for medical trade publications tend to be static and serious. But Hammerquist & Saffel, a Seattle-based creative shop best known for its sports and recreation work, wanted its new campaign for Physio-Control, which makes heart difibrillators and monitors, to stand out. The agency decided to take a humorous approach in informing Physio's target customers-emergency medical technicians, paramedics, nurses, physicians and other healthcare providers-about the company's new Lifepak 12, a portable and upgradeable device.
One ad shows an elderly man being held by a voluptuous woman. The copy reads, "He's 96. She's 26. There's only one way to make this marriage last."
The monitor is shown in the bottom right corner of the ad. Another ad shows physicians bent over an alien on a gurney, with the copy, "It's fully upgradeable, because in twenty years who knows what you'll need it to do."
The client was initially concerned about such a drastic change to its brand image, agency executives said, but the company eventually agreed that the "comic relief" would appeal to the professionals it targeted. The campaign broke last month in publications including JEMS, Emergency Medical Services and Critical Care Nurse. -Angela Dawson