Wickersham Hunt Schwanter has created direct response TV commercials for Optelec U.S. and the Massachusetts Department of Mental Retardation.
Both efforts use black-and-white photography and offbeat stylistic touches to capture viewer attention and drive their messages home. In a larger sense, they demonstrate the agency's commitment to using diverse creative techniques for direct response clients, said Amy Hunt, creative director of Wickersham Hunt, a unit of Arnold Communications in Boston.
The 60-second Optelec spot touts the Westford, Mass., client's ClearView line of products, which use televisions and monitors to magnify news print and bring words and images into focus for the visually impaired. The tagline: "See for yourself."
The ad consists almost entirely of words typed across a white screen, explaining how ClearView technology can restore peoples' ability to read and write. The conclusion comes as a surprise: "It's easy to use, and it works. How do you know? You've been using it for the past 45 seconds."
That commercial, along with radio executions, is set to break in spot markets nationwide to support the launch of the ClearView line in May.
A 30-second pro bono commercial for the Department of Mental Retardation stars Brian Argabright, who in real life has excelled as a radio dispatcher. The spot showcases his work ethic to convince Bay State companies that retarded people make successful employees.