BOSTON-Months in the making, a 60-second "anthem" spot for PricewaterhouseCoopers was unveiled over the weekend.
Prepared by sister agencies Hill, Holliday, Connors, Cosmopulos and Ammirati Puris Lintas, the black-and-white execution features a quick-cut montage of scenery and people interspersed with words such as "builds" and "thinks." The tagline, "Join us. Together we can change the world," is intended to appeal to potential clients and recruits.
Directed by Bob Richardson-Oscar-winning cinematographer on Oliver Stone's 1991 film JKF-the ad was shot at various locations throughout Europe.
Other ads featuring the "Join us" tag have been been rolling out since March, when the line bowed in newspaper ads and on signage in airport terminals. In April, a 30-second spot, also directed by Richardson, broke on sports and news programs.
The campaign, the first since the completion of Price Waterhouse's buyout of Coopers & Lybrand, is intended to differentiate PWC in the minds of consumers and potential employees from the other Big Five firms.
The effort is the culmination of more than a year's worth of research. According to senior vice president of marketing Lee Pinkard, three concepts emerged from that research: "People, knowledge and worlds. The underlying theme is that the people of PricewaterhouseCoopers use their knowledge and perspectives to make a difference."
Boston-based Hill, Holliday and APL in New York-both owned by the Interpublic Group of Cos. in New York-split the estimated $60 million advertising account.
Hill, Holliday president and chief creative officer Fred Bertino oversees the PWC creative team, which includes art director Larry Bowdish, copywriter Al Lowe, producer Scott Hainlin, all from Hill, Holliday, and APL art director Peter Harold.