WAY BACK 'WHEN' MEMORY TEST

Fleet Financial Group in Boston this week breaks an image campaign and its tagline has a familiar ring.





The television, print and radio ads were created by Boston’s Arnold Communications and are scheduled to run into early summer in various Northeast markets. However, a source close to both the client and agency said there is concern that the slow-paced, softly focused spots ‘won’t play’ in New York, and some observers who have seen components of the campaign snickered at the line, ‘Ready When You Are.’





For 16 years beginning in 1968, Atlanta-based Delta Air Lines’ advertising turned on the ‘Delta Is Ready When You Are’ slogan created by BDA/BBDO in Atlanta (now BBDO South).





Even so, Ron Lawner, chief creative officer at Arnold, defended the use of the line.