A 2nd Suit Filed In War Between Saatchi and JFF

Shoe retailer Just For Feet has filed a countersuit in its legal battle with Saatchi & Saatchi Business Communications.
The Rochester, N.Y., agency filed a federal lawsuit two weeks ago seeking to recoup $3.1 million in unpaid bills from JFF. Saatchi had created and bought time for a Super Bowl spot for the client; the latter refused to pay because it claimed the spot ran in the wrong quarter of the game.
Not to be outdone, JFF last week filed a civil suit in accusing Saatchi of breach of contract, “negligence and malpractice.” It claims Saatchi’s ad sullied the image of the Birmingham, Ala., company. The spot showed a black runner drugged by white men, who then put sneakers on his feet. Some deemed it racist. The client did not return calls. Saatchi declined comment. –Andrew McMains