New Campaigns: SOUTHEAST

Client: Sprint PCS, Boca Raton, Fla. Agency: CreatAbility, Coral Gables, Fla. Creative Director: Carmen Rodr'guez Copywriter: Emmie V‡zquez Art Director: Armando Garc'a Account Service: Hope Bader, John Doscher Director: Jaime Cap— Production Company: Viva Films In its first dedicated U.S. Hispanic marketing effort, Sprint PCS targeted South Florida last week with a Spanish-language TV, radio and print campaign. One TV spot, "He Called" (above), aims at young, upscale Hispanic Americans. As a man tries to contact his girlfriend, bad luck keeps interferring-i.e., his dog chews through the phone cord-and the woman is fast losing hope. He finally reaches her via a Sprint PCS phone. In "Big News," a father and child call mom at the office when baby utters "Mama" for the first time. The tagline in each translates to "The clear alternative to cellular," developed by general market agency Hal Riney & Partners in San Francisco. Both spots are airing on Univision and Telemundo. -Katy Eckmann ______ Client: Siebe Appliance Controls Division, Richmond, Va. Agency: Corporate Communications, Richmond Copywriter: Bruce Goldman Art Director: Carlton Gunn Created through a four-company merger and acquisition deal, the mission behind the first advertising campaign for Richmond, Va.-based Siebe Appliance Controls Division was to establish a distinctive identity for the new organization. Instead of simply emphasizing the benefits, however, Corporate Communications chose to highlight the process that yields a better product. One print advertisement shows a waterfall cascading down a number of rocks in an irregular pattern. The caption states: "How our production used to flow." Another waterfall is shown with no impediments and reads: "How it flows today." A second ad shows a steak with a disproportionate amount of fat surrounding it, captioned: "How we used to work." A much leaner cut of meat is shown next to it with the message: "What we're working toward." The advertising campaign broke this month and is running in trade magazines. -Jim Osterman ______ Client: American Cancer Society, Atlanta Agency: Merge Design, Atlanta Creative Director/Designer: Michael Taylor Copywriter: Bob Morrison Photography: Don Chambers, FPG International Illustration: Bill Mayer Merge Design adopted a lighthearted approach to the frightening topic of skin cancer in a pair of national public service print campaigns this summer. One message (below) is aimed at kids and their parents: "You can get a lot more from the sun than just light," warns the headline. Proving the point is an illustrated sun emitting rays in the form of colorful "fun-scary" monsters, as the shop describes the critters. Then comes a series of simple steps for protecting one's skin. Three offbeat ads directed toward a general audience feature people dressed in ultra-protective, retro space gear. The headline for all three: "Relax. Protecting yourself from skin cancer just isn't this complicated." The tag for both campaigns: "Too much sun and you're toast." The concepts take the form of posters, print ads and magazine inserts, which are being released to regional ACS offices for distribution to local media. -K.E.

Brand Marketing

New Campaigns: SOUTHEAST

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