New Campaigns

Client: Kaiser Permanente (Northwest Division), Portland, Ore. Agency: Grady Britton Advertising, Portland, Ore. Creative Director/Director: Lloyd Wolfe Copywriter: Stacy Bolt Art Director: Bob Thompson Producer: Carl Jameson Grady Britton has rolled out a new campaign for Kaiser Permanente celebrating the company's exclusive healthcare sponsorship of the Nike World Masters Games, to be held in Portland, Ore., in August. The Portland agency invited employees and members of Kaiser who are competing in the games, which are open to men and women 30 and older, to tell their stories for the TV portion of the campaign. In "Swimming," the first of three spots, a 63-year-old cancer survivor explains his renewed drive to compete. "The tendency is as you get older to go slower," Dave Radcliff says in a voiceover, as slow-motion blue-hued images of him swimming appear on screen. "My tendency has been each year to go faster." The other spots feature a 46-year-old asthma patient who competes in the track and field events and a 45-year-old nurse who plays volleyball. The spots began airing locally and nationally on ESPN earlier this month and will continue through the end of the games. Print ads, created for a consumer and business-to-business audience, feature statistics related to the games that illustrate how Kaiser takes care of the athletes as well as its members. --Angela Dawson Client: Johnson Pet-Dor, Camarillo, Calif. Agency: The Miller Group, Santa Monica, Calif. Creative Director: Renee Miller Art Director: Julio Alcantar Copywriter: Julie Prendiville Illustrator: Rick Stromoski The Miller Group takes a humorous look at what is otherwise a serious pet problem in its latest campaign for Johnson Pet-Dor. Three print ads, breaking this month in Dog & Kennel, Dog Fancy and other national pet enthusiast magazines, each tastefully allude to the benefits of pet doors. In one black-and-white ad, a perky pooch stands atop his startled owner's bed, leash in mouth. Text below the illustration reads, "The number three reason you need a Johnson Pet-Dor. (If you don't move quickly it could turn into one or two.)" "People want their pets to have the freedom to come and go, as well as protect their furniture and carpeting," said Renee Miller, agency president and creative director. "We wanted to do something fun and amusing, and not be too graphic, [so] we used illustration to illustrate the point." In another half-page execution, a pet owner returns home after a day at work to find a puddle with paw prints leading away from it. Text reads: "The number one reason you need a Johnson Pet-Dor. (You don't want to think about number two.)" A separate box next to the illustration describes the benefits and easy installation of the pet door, along with the company's toll-free number and Web site address. --Teresa Buyikian Client: AAA Washington, Bellevue, Wash. Agency: Bozell Worldwide, Seattle Creative Director: Mary Knight Associate Creative Director: Tom Scherer Copywriter: Steve Utaski Art Director: Mike McGrath Producer: Jen Allen AAA Washington outlines the many services it provides its members, from auto insurance to road maps, in a new ad campaign from Bozell Worldwide's Seattle office (formerly Borders, Perrin & Norrander and CF2GS). In the first of two humorous direct response TV spots, a couple arrives in Hawaii to find their baggage is missing. A voiceover notes that in addition to airline tickets, personal loans and traveler's checks, members can also get lost baggage insurance through AAA. The new tag: "We'll get you there." Another spot, featuring a man driving a convertible to his class reunion, backs AAA's auto insurance, oil change discount, trip planning and rental car discount services. The $1-2 million campaign, the motor club's first major TV effort in the state, includes radio, magazine and newspaper ads. It will run throughout the year in western and central Washington markets. "Our primary objective is to increase awareness," said Ed Davids, the client's managing director of marketing. "Our secondary objective is to get new members." --Angela Dawson

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