What's New: Portfolio

Lockwood Vineyard Agency Sena Reider, San Francisco Client Lockwood Vineyard, Gonzales, Calif. Medium Wine-Enthusiast Press Creative Director/Copywriter John Reider Art Director Eric White Photography Tim Bliss A better-than-average wine ad seldom is as good as a poorer-than-average wine. The ones that treat wine as a badge of refinement seem pretentious; the ones that invoke romance seem dopey. This ad instead gives playful expression to the notion of being serious about wine, and that quickly wins us over. Who among us would not enjoy igniting a restaurant's crummy wine list? Beyond grabbing attention, the visual also administers a pleasing dose of flattery to the target audience. Keep in mind that popular stereotype depicts oenophiles as effete babblers of pompous wine-speak. Here, the unseen Lockwood loyalist is plainly a person of action--a decisive (if rather combustible) sort who won't stand for the nonsense that has nothing to do with genuine connoisseurship. Readers may not be ready to face irate sommeliers brandishing fire extinguishers. But they'll get a vicarious sense of adventure out of trying Lockwood's Estate Merlot. Audi Of Norway Agency Bates Reklamebyra, Oslo, Norway Client Audi Of Norway Medium Consumer Print Creative Director/Copywriter Aris Theophilakis Art Director Thorbjorn Naug Photography Glenn Rokeberg When an ad says a new car will rejuvenate you even as it trundles your spouse and 1.8 kids around town, you never quite believe it. This clever campaign turns that idea inside out by making it clear that one must choose between the joys of parenthood and the joys of Audi's TT Coupe. There isn't room in one person's life for both of them. (Another ad places a woman's full-grown weimaraner on the wrong side of the dotted line.) Will some readers be offended by the thought of parents excising their infants in order to go larking around in fast cars? If so, they're missing the point. The ads don't aim at people who are encumbered by small children or large dogs, appealing instead to those who should make the most of their footloose freedom while it lasts. Viewed in that light, buying Audi's sports car almost looks like a prudent life choice. If the man in the photo is wistful for the Audi he can't have, that's a wake-up call to those who aren't yet debarred from such youthful self-indulgence. United Way Of Greater Los Angeles Agency Fraser/Huff, Santa Monica, Calif. Client United Way Of Greater Los Angeles Medium Outdoor Creative Director/Copywriter Cary Sacks Art Director Dino Santilli Producer Tara Roman Hunch of the week: The less we know about the objects of our charity, the more charitable we're apt to be. A glance at a newsstand tells us that people would rather read about the lifestyles of the rich and famous than about the lifestyles of the poor and obscure. Why should this cease to be the case when people are reading a charity's plea for donations? Even the most deserving of society's unfortunates can make for dreary reading, so these billboards are wise to omit them altogether. With their references to Jerry Springer and chicks, the messages make charitable giving seem like a fun part of the giver's fun life. And apart from a few candidates for sainthood, who wouldn't rather hear a pleasant joke about himself then a sob story about somebody else? There's a sound insight behind the ads' lighthearted approach: The impulse to give grows as much from satisfaction with one's own life as it does from sorrow about another person's. Mothers Against Drunk Driving Agency Mccann-Erickson, Dallas Client Mothers Against Drunk Driving, Dallas Medium 30-Second Tv Creative Directors Denise Keller, Glen Bentley Art Director Matt Klug Copywriter Shannan Easter Producer Stephanie Murdoch Editorial And Sound Reel Fx, Dallas Phrases on the screen accompany footage of illicit drugs: "Take a hit. Shoot some smack. Snort a line." Then, needles and joints give way to the bubbles in a drink as one last invitation appears: "Have a drink." A voiceover compares this suggestion to the others: "If you're under 21 and you think there's a difference, you're dead wrong. Alcohol kills more people under 21 than heroin, cocaine and every other illegal drug combined." The problem here is that the spot's comparison cuts both ways. Lots of teenagers have had a beer and lived to tell the tale. Do we really want to assure them there's no greater risk in shooting heroin than in doing what they've already done? I'm sorry, but that's a dreadful idea. No doubt it's true that alcohol-related deaths (mainly from auto accidents) outnumber drug-related deaths among under-21s. But kids also know that most people who try a drink before they're of age do not become alcohol fatalities. So any good this spot may do in making alcohol sound more lethal is offset by the harm it does in making illegal drugs sound less lethal. What's New submissions should be in the form of proofs, slides or (for TV spots) videotape. Please list creative director, art director, copywriter, agency producer, production company (and its location), director and illustrator or photographer. Describe the media schedule, including break date for the ad. Preference will be given to the newest work. Materials cannot be returned. Send submissions to: What's New Portfolio, Adweek, 1515 Broadway, New York, N.Y. 10036.

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What's New: Portfolio

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