She could be, but she's not. And neither are you if you're sitting around reading the ad for this Web site. But maybe you're the sort of person who would buy an airfare-plus-hotel package at the last minute and end up in the fleecy arms of towel-boy Tom. If so, this brash headline will grab your attention. On the downside, the copy's bold-faced introductory line sounds as if it's addressing a wallflower rather than a spontaneous fun-lover: "The world's a fun place, you should get out more." No doubt that's true, but such advice seems superfluous for the free spirits most likely to take spur-of-the-moment jaunts. Will it motivate the stick-in-the-muds to change their ways? If so, Site59 will prosper; the stick-in-the-mud market is vast and relatively untapped. Readers of that ilk are so used to being ignored that they may be inspirited by Site59's attention. On the other hand, they could draw a different moral from the photo of this pretty woman: If she's marooned at her office (sans towel boys), I needn't feel so bad about languishing at mine.Agency
Dweck, New York
Site59, New York
Jeff Riedell Agency
Russell & Herder, Brainerd, Minn
Paul Johnson Agency
Merkley Newman Harty, New York
Oxford Health Plans, Darien, Conn.
Jake Chessum Agency
Young & Rubicam,
Santa Clara, Calif.
Tool of North America, Los Angeles