Creative Briefs

DéjàThinking Inside the Box Television has long inspired viewers to dream of joining the action onscreen. In the early '50s, an ad in the Saturday Evening Post told readers that Westinghouse TV is "so clear, so real, you'll live the action" and showed a boy and his father riding on horses with a posse. An ad from Young & Rubicam, New York, that broke May 17 for Sony's new Wega TV flips the concept. A boy in a toy store discovers a magical land behind a red curtain where a windmill causes a field of pinwheels to spin and a kite to take flight. The shopkeeper stands in the field next to a TV that shows images from the land, including a closing shot of the boy running with the kite. She's Got the New Look NEW YORK—Jordache's current marketing push, built on a new tagline, "Jeans with horse power," is the project of its marketing director, Michael Riego. The ad veteran (an alumnus of the former Ammirati Puris Lintas) is serving as creative director, copywriter, photographer and director for the campaign, which includes print, poster and TV ads featuring Venezuelan model Erely Zambrano. The TV spots will launch in late August and center on the brand's classic jingle, "The Jordache Look." To make it relevant to today's consumer, says Riego, the tune will be recorded in four new styles: hip-hop, house, gospel and possibly country. Riego has commissioned hip-hop artists 3LW for the first spot, in which the lyrics "Working, playing, day or night" will probably be updated to something like "Workin' it, you're a playah ..." he says. To kick off the effort, Riego is planning a concert in Times Square under the new Jordache billboard. Singing the Jordache jingle will be the Brooklyn-based Marc Reddick & Universal Praise gospel singers. The event was planned for last week but postponed due to rain. Cannes Jury UnveiledBob Isherwood, worldwide creative director of Saatchi & Saatchi, will preside over the film and the press and poster juries at the 48th International Advertising Festival on June 18-23 in Cannes, France. The U.S. film jurors are Michael Lee, man aging partner at Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, and Dennis Ryan, executive creative director at J. Walter Thompson, Chicago. Alex Bogusky, creative director of Crispin Porter + Bogusky, Miami, will represent the U.S. on the press and poster jury. The cyber jury president will be Carla Hendra, president of OgilvyOne in New York. Other U.S. cyber jurors will be Matt Freeman, CEO of Tribal DDB, New York, and G.M. O'Connell, founder of Modem Media, based in Norwalk, Conn. The media jury, overseen by Chris Ingram, chairman of Tempus Group, London, will include John Gaffney, media director of Arnold, Boston, and Page Thompson, worldwide media director of DDB. Like Water for Chocolate Gobs of waterproof paint, a Slip 'N Slide-like grid and tons of special effects went into a new TV spot from Publicis in Mid America for Whirlpool's "Imagine" campaign introducing the Calypso washing machine. The easy part was the Chicago shop's two-day shoot at the Monasterio de Piedra, a monastery near Zaragosa in Spain known for its waterfalls and scrumptious chocolates. But turning model Zorra into a goddess plunging from the water's edge was a challenge. Special effects director Bob Hollow created a makeshift waterfall at London's Onto Asylum Studio, rigging a waterslide with a hydro-jet system that spurted out two tons of water. Zorra spent six hours being slathered with waterproof makeup and secured in a costume improvised from scraps of material collected by worldwide creative director Martyn Marler. She was then pulled down the slide on a plastic sheet into a pool to create the illusion that she is falling. After six takes, some editing and effects, the fantasy was complete. Critter ClassHow do you get a class full of rodents to behave? Tierney & Partners faced just that problem in filming a new ad for Philadelphia's PECO Energy. In the humorous campaign, pseudo-PECO employees investigate ways to solve power problems—such as squirrels getting caught in power lines. In one spot, an exasperated teacher tells a dozen squirrels, "Nuts, good. Power lines, bad." How did they get the critters to sit still? "We used real squirrels, and they're very territorial," says the Philadelphia shop's associate creative director, Sig Gross. "We had to shoot one at a time, and composite it later." The spot is airing through June 10 in greater Philadelphia. The budget was undisclosed; PECO spent $2.5 million in media last year, per Competitive Media Reporting.

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Creative Briefs

Edited By Mallorre Dill

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Edited By Mallorre Dill