Creative Best Spots

September The spot set ground on the shore of this uncharted desert isle, with Gilligaaaan and three guys from Ikea who redecorate Gilligan's hut. In the past, the makeover idea has worked well for the Swedish furniture maker. (Remember the subway-car and bowling-alley redos?) Why the jump to '60s TV? "We wanted to change the strategy a little," says Cheryl Van Ooyen, group creative director at Deutsch in New York, "and we needed places with range and personality. So we decided to do the old sitcoms, upgrading these secondary homes that people are familiar with." Picking the sitcoms wasn't easy. A big living room was required, and the program had to have a nostalgic cachet with Ikea's target demographic. Gilligan and The Brady Bunch made the final cut, beating out Three's Company and The Flintstones, among others. After "fevered negotiations" to obtain rights, the Deutsch creative team hunkered down to watch every episode of both shows. The time was well spent. In "Gilligan's Island," every detail--music, props, gags--was meticulously reproduced. In "The Brady Bunch" (which stars Alice), an Ikea guy takes a football in the face in homage to Marcia's broken nose. Filmed in Los Angeles, the two-spot campaign took 36 days. 525 Productions, Santa Monica, Calif., handled the digital effects. Next up, Star Trek? "I can see another round," Van Ooyen says, "but we'd have to take it to a whole new place--maybe animation." Yabba dabba do. ABC Radio Networks Brainscan Agency: DDB, Dallas CD: Carl Warner AD: Eddie Hale CW: Lou Allison Agency prod.: Jenni Roy Prod. co.: Janimation Visual effects artist/ Editor: Jana Oleksinski Effects supervisor: Steve Graconnier Design director: Pete Herzog A colorfully animated brain scan reveals a person's past. With synthesized music humming in the background, the camera zooms in on each dead cell and explains how it got that way: "Day #3 of that six-day party"; "All of 1964"; "What's-her-name"; "Painting of soup cans"; "Why we invaded Grenada"; "How I got home from the Stones concert"; and "The words to 'Louie, Louie.'" Voiceover: "Classic rock brings your dead brain cells back to life." Maybe. But judging from the number of black spots on this fellow's X-ray, he will need more than a "block party weekend" to make it to the millennium. Adidas/Tampa Bay Buccaneers Basketball Agency: Leagas Delaney, S.F. CDs: Harry Cocciolo, Sean Ehringer AD: Chris Toland CW: Steve Morris Agency prod.: Lisa Gatto Prod. co.: Stiefel & Co. Dir.: Mark Greenfield Editor: Rick Lobo, FilmCore Sound design: Stephen Dewey, Michael Johnson, MachineHead This ad puts a bunch of pickup-game athletes on a basketball court--but without the basketball. Instead, the players use a football, which makes the dribbling difficult, the shooting impossible and the passing surprisingly dead-on. Watching guys clank layups and toss up bricks is amusing, and the football scrum at the end is fairly realistic. The super reads: "This is Buccaneer territory. Hope you like football." The way Bucs quarterback Trent Dilfer has played this season, he may want to try substituting a baseball for a football. At least then he could throw it 40 yards on a fly. Adidas/UCLA pyramid Agency: WongDoody, Los Angeles CD: Tracy Wong AD: Michael Ivan Boychuk CWs: Don McKinney, Tor Myhren Agency prod.: Brian O'Rourke Prod. co.: Hungry Man Dir.: Hank Perlman Editor: William Bullen, Bedlam Music: Chris Winston, Audio Banks The UCLA cheerleaders try to form a pyramid, but they come tumbling down. "We suck," says one. "We need Coach Wooden," says another. The next shot: a 6-inch-high carving of John Wooden "speaking" to the cheerleaders. "Please consult the pyramid of success. You have confused team spirit with competitive greatness," says the wooden Wooden doll. The pyramid of success contains traits like self-control, poise, confidence, initiative, alertness and skill. It seems a heavyset male cheerleader tried to top off the pyramid--a spot usually reserved for a petite female. How much are these kids' parents shelling out for a UCLA education? Apple iBook barry Agency: TBWA/Chiat/Day, Playa del Rey, Calif. CDs: Lee Clow, Ken Segall AD: Craig Tanimoto CW: Mark Reichard Agency prod.: Jay Howard Assist. prod.: Blythe Barger Prod. co.: Coppos Films Dir.: Mark Coppos Editor: Brad Wetmore, Jigsaw Music: Barry White Amid swirling and twirling blueberry and tangerine iBooks, the love master himself, Barry White, sings "You Turn My Whole World Around." "Everybody's talking about how different I am," he croons. "I guess they can notice the change in the way I walk, the way I talk. You turn my whole world around." Of course, simply writing down the lyrics doesn't do justice to the musical power of Barry White. Never much of a fan, Best Spots now digs the man who gives Johnny Mathis a run for the title of "king of sex" (mood music during, that is). Like the iMac campaign before it, this ad is a nice mix of music and visuals. AT&T Wireless The car Agency: Foote, Cone & Belding, S.F. Group CD: Corey Stolberg AD: Brian Locascio CW: Michelle Allison Agency prod.: Rob Thomas Prod. co.: The A+R Group Dir.: David Ramser Editor: Sheila Sweeney, Bob 'n' Sheila's Edit World Music: Michael Boyd, Michael Boyd Music Does every family member need a phone? Yep. Using Alexander Graham Bell's invention, Kyle, the teenage son, manipulates his parents to borrow the car. He asks Dad if he can use it; Dad says ask Mom. Mom says she gave it to Kyle's sister, Jenny. Kyle calls Jenny and says Dad gave him the car. Jenny calls Mom to complain, Mom calls Dad to chastise him and Dad is plain befuddled. Then Billy calls--he needs a ride home from school. Dad tells Kyle to pick up his little brother. Kyle drives by the school--but doesn't stop. This funny ad pushes AT&T's offer of unlimited local calls between family members--up to five wireless phones, plus the home unit. Budweiser log jam/web Agency: Fusion Idea Lab, Chicago CDs: Mike Oberman, Matt Brennock Exec. prod.: Rob Jaeger Prod. co.: Visitor Dir.: Dave Merhar Visual effects: Nathan McGuinness, Asylum Visual Effects Editor: Katz, Cosmo Street Music: Brian Banks, Ear to Ear A Budweiser truck drives along a country road, where a tree falls in its path. When the truck stops, another tree falls behind it. Then trees fall every which way--front, back, on the sides--until the truck is completely encased. As the driver peers through the logs, he sees a phalanx of beavers approaching. After opening the truck bay, the toothy mammals unload all the cases of brew--their little flat tails working like fork lifts. The police arrive, and the truck driver identifies the offending animals out of a mug book. "Naughty little beavers," says the cop. OK, so it's not Louie and Frank (it's not even the ferret), but this ad begs the question: If a tree falls in a beer ad, does anyone hear it? CNET.com boss Agency: Citron Haligman Bedecarre, S.F. CDs: Matt Haligman, Kirk Citron AD: Wes Youngquist CW: David Stolberg Agency prod.: Rob Sondik Prod. co.: Hungry Man Dir.: Bryan Buckley Editor: Rob Watzke, Red Car Music: Ear to Ear "It's my future son-in-law. What's up?" says the crime boss. "Do you think I got a good deal on this digital camera?" asks the kid. The camera goes off. "You like to take pictures, Georgie?" says the don. "Boys, show him a place with a nice view." "Cool," says George. Not cool. The "boys" lock him in a car and send him over a cliff. CNET.com is "a better place to check the best prices for technology products." Coors Light Tied in knots Agency: Foote, Cone & Belding, Chicago CD/CW: Tom Mackechney AD: Ian Prior Agency prod.: Steve Humble Prod. co.: Reactor Films Dir.: Steve Chase Editor: Igor Kovalik, Inside Out Music/Sound design: Elias Special effects: Jerry Steele, Jerry Steele VFX A cry for help bounces off the mountains, and Howie Long runs to the rescue. A woman is tied to the railroad tracks. "Whoa," says the ex-jock, "a constrictor knot with a midshipman's hitch." As the train rounds the bend, Howie pulls out a cold one and pops the top. The echoing noise starts an avalanche--which stops the train. This ad is amusing and suspenseful. DuPont to do list Agency: McCann-Erickson, N.Y. CD: Jonathan Cranin AD: Peter Barba CW: Katie Peabody Agency prod.: Sally Hotchkiss Prod. co.: The Director's Bureau Dir.: Mike Mills Editor: Danny Hulsizer, Rock, Paper, Scissors Music: Staci LeVan, Elias DuPont's to-do list for the planet includes: "Find food that helps prevent breast cancer"; "Turn ocean water into drinking water (did that)"; "Save historical treasures from disintegrating"; and "Develop medicines that fight HIV (did that)." This filmic ad sends a message of hope. E*Trade pizza Agency: Goodby, Silverstein & Partners, S.F. CD: Rich Silverstein Co-ACDs: Gerry Graf, David Gray AD: Andy Azula CW: Jim Haven Agency prod.: Khrisana Mayfield Prod. co.: The A+R Group Dir.: David Ramser Editor: Gordon Carey, FilmCore Music: Elias A fund manager orders a pizza that never arrives. When he calls the restaurant, the pizza guy says it was delivered to his work address, where "an emerging markets manager barely in the top 20 percent" should be. "It's 9:30," says the fund guy. "Not in Sri Lanka," replies cheese boy. Super: "Make your fund manager work harder." E*Trade provides "instant scrutiny of over 4,700 funds." EDS speech Agency: Fallon McElligott, Minneapolis CD: David Lubars AD: Chris Webb CW: Kara Goodrich Agency prod.: Damian Stevens Prod. co.: radical.media Dir.: Frank Todaro Editor: Rob Watzke, Red Car Music: Asche & Spencer A company executive gives a forward-looking speech to his minions. But subtitles translate his real thoughts. When he says, "Electronic business is going to lead us to new heights," he's thinking, "I should learn to turn on my computer." When he says, "Next stop, cyberspace," he's thinking, "I can't feel my legs." EDS can help. ESPN College GameDay cheerleaders Agency: Ground Zero, Marina del Rey, Calif. CD: Court Crandall AD: Mike Proctor CW: Steve McElligott Agency prods.: Patricia Phelan, Jimmy Greenaway Prod. co.: Stiefel & Co.: Dir.: Peter Miller Editor: Erin Nordstrom, Ground Zero During cheerleader practice, ESPN analyst Kirk Herbstreit makes a suggestion: "You're worried way too much about the upper body," he tells a cheerleader. "It's the quads and extend." Herbstreit demonstrates, lifting a cheerleader high in the air. Super: "There's nothing about college football we don't know." Pom-pom girls and boys are the rage these days in advertising--are Cheri Oteri and Will Ferrell getting residuals? Gore-Tex hiker Agency: Richardson, Myers & Donofrio, Baltimore CD: Ken Majka AD: David Curtis CW: Michael Neiderer Agency prod.: Joe Mosca Prod. co.: Manarchy Films Dir.: Dennis Manarchy Editor: Howard Spiro Music/Sound design: Mark Ruff, Chicago Recording Co. Amazing outdoor photography highlights this visually stunning ad. As two hikers walk through primeval forests, across limpid stream beds and up misty mountains--the operative word is wet. VO: "Gore-Tex outerwear and footwear. Only we can make the guaranteed-to-keep-you-dry promise." Heineken the correction Agency: Lowe & Partners, N.Y. Chairman/ Chief creative: Lee Garfinkel Vice chairman/ ECD: Gary Goldsmith Creative group head: C.J. Waldman AD: Simon Bowden CW: Kevin McKeon Agency prod.: Anita Smith Prod. co.: Tate & Partners Dir.: Baker Smith Editor: David Koza, MacKenzie Cutler In this spot, a couple dines at a fine restaurant, gazing lovingly into each other's eyes as Nat King Cole warbles in the background. When the waiter brings over the Heinekens, the guy notices his date's glass has more beer. So he creates a ruse to make her turn around and switches glasses. The "It's all about the beer" campaign rolls on. Ikea Gilligan's island Agency: Deutsch, N.Y. ECD: Kathy Delaney Group CD/CW: Cheryl Van Ooyen ACD/AD: Scott Bassen ACD/CW: David Rosen Exec. prod.: Guy Williams Agency prod.: Bruce Andreini Prod. co.: Bob Industries Dirs.: Dayton, Faris Editor: Travis Aitken, Mad River Post Composers: Martin Lund, Steve Hampton, AdMusic The Ikea men go to Gilligan's Island, where they redecorate the little buddy's hut. This amusing ad perfectly mimics the 1960s TV show, right down to the pedaling-the-stationary-bike-to-make-electricity gag. Even Gilligan is impressed with the upgrade. VO: "If Ikea could update this classic, imagine what they could do for your home." Ingles Supermarket Falcons/they're Still hungry Agency: The Alpha Group, Asheville, N.C. CD/CW: Brad Campbell ACD/AD: Martha Dugger Exec. prod.: Jane Cashin Prod. co.: Haven Multi Media Dirs.: Martha Dugger, Billy DeMarco Editor: Joe Murray, Post Central Music: Mike McGinnis, Fred Story Music Production In this nifty digitally composited ad, grocery items substitute for a football--a running back carries bananas, a kicker boots a turkey, a QB throws a pineapple. There's little cachet in being "the official supermarket" of the 1-4 Atlanta Falcons this year, but this ad's effects are seamless and cool. Kodak Max One-Time-Use Camera Take one and pass it Agency: Saatchi & Saatchi, N.Y. Chief creative: Tod Seisser AD: Dave Wasserman CW: Will Meeks Dir. of broadcast prod.: David Perry Dep. dir. of broadcast prod.: Sheldon Levy Prod. co.: Tate & Partners Dir.: Baker Smith Editor: Lin Polito, Vito DeSario Music: Fatboy Slim Armed with the instructions "Take one and pass it," high-school students get busy with a one-time-use camera. Kids are snapped clowning around, sleeping, playing football; even the principal is caught taking a nap. This ad is loaded with energy, and the Fatboy Slim track plays well. LucasArts cafeteria Agency: Goldberg Moser O'Neill, S.F. CD: Brian O'Neill Group CD: Rob Bagot ACD/CW: Paul Carek AD: Terry Rietta Sr. prod.: Tammy Smith-White Prod. co.: Tool of North America Dir.: Erich Joiner Editors: Bob Spector, Bob 'n' Sheila's Edit World Music/Sound design: Earwax Productions "Give me your brownie, punk," says the bully to his victim in the school cafeteria. "And your lunch money. I own you." But the little guy pulls an Obi-Wan Kenobi: "You do not desire my brownie or my lunch money you were just leaving." The mesmerized bully hits the road. "The force is strong with the new kid," says a nearby student. The Phantom Menace videogame is coming to a computer store near you. McDonald's new math Agency: Burrell Communications Group, Chicago ECD: Alma Hopkins CD: Brenda Blonski AD/CW: Reggie Jolley Agency prod.: Carol Sohl Prod. co.: Backyard Productions Dir.: Don Rase Editor: Greg Snider, The Looking Glass Co. Sitting at the kitchen table, two cute kids divvy up the French fries. "Ma said to share these, and you can't count," says the girl to her younger brother. "So I'll divide them up, OK?" Thinking he can't tell, she tries to rip him off. But the little bro knows, gives a sad puppy-lost-in-the-rain face and gets her to start over. Miller High Life trash compactor Agency: Wieden & Kennedy, Portland, Ore. Exec. CD: Jim Riswold CW: Jeff Kling AD: Jeff Williams Agency prod.: Tieneke Pavesic Prod. co.: radical.media Dir.: Errol Morris Editor: Angus Wall, Rock, Paper, Scissors Sound design: Mesmer AV "Surely, that can't be the trash bag she wanted taken out. Perhaps she's forgotten a man's foot has been known to flatten garbage to the density of fruit cake." (Our he-man hero compacts the trash with his leg.) "That's right. Looks like someone just engineered a more efficient use of his time. Now that's the High Life." Best Spots just loves this campaign. MTV Total Request Live Jail Agency/Prod. co.: In-house SVP, marketing and on-air: Allan Broce SVP, on-air promotion: Christina Norman AD/CW: David Horowitz Prod.: Shawn Mattaro AD/Dir.: Melissa Bolton Editor: Jeffrey Williams In a decrepit jailhouse, an overweight sheriff munches on fried chicken. Behind bars: a spiky-haired, tattoo-covered, earring-wearing rocker. When it's time for the kid to get his one phone call, the cop opens the cell door and gives him a quarter. The kid saunters over to the rotary wall phone and dials slowly. Who needs a lawyer--he's calling MTV's Total Request Live. Nike 6453 Taxi/impact Agency: Wieden & Kennedy, Portland, Ore. ECD: Jim Riswold CDs: Hal Curtis, Chuck McBride AD: Scott Vitrone CW: Ian Riechenthal Agency prod.: Arrow Kruse Prod. co.: The End U.K. Dir.: Ringan Ledwidge Editorial: Lost Planet Sound design: Duotone Effects: Smoke & Mirrors U.K. On a city street, two guys vie for a taxi--one wears Nike 6453 sneakers, the other doesn't. Before long, both men are sprinting. Then, at the intersection, the light changes and the Nike guy stops on a dime. The other dude blows through the traffic light and gets hit by a bus. Cool. Pacific Bell Wireless receptionist Agency: Goodby, Silverstein & Partners, S.F. CD: Jeff Goodby Co-ACD: Jeff Huggins AD: Valerie Ang-Powell CW: Andy McKeon Agency prod.: Elizabeth O'Toole Prod. co.: HKM Dir.: Noam Murro Editor: Bob Spector, Bob 'n' Sheila's Edit World Music: Asche & Spencer Meet the receptionist from hell: "Oh, is that what that light was?" she says to a caller. "You've been on hold. I just thought it meant the phone was on." Or: "Is that really your name?" Or: "You know what? I'm never going to remember all that." Super: "Maybe it'd be better if you handled your own calls." A digital wireless could save the day. Philips High-Definition TV crying Agency: Messner Vetere Berger McNamee Schmetterer/Euro RSCG, N.Y. Chief creative: Ron Berger Group CDs: Phil Silvestri, Rich Roth AD: Michael Glowacki CW: Sam Higgins Agency prod.: Sid Rothberg Prod. co.: Velocity Afrika Dir.: Keith Rose Editor: Haines Hall, Spot Welders Music: Zen Music Sitting on a couch watching TV, two young women cry their eyes out. Joining them, a young man starts crying, too. Are they viewing a sad French film? It's a cooking show, and the chef is cutting onions. VO: "Philips high-definition TV is as real as it gets." Qualcomm sand Agency: Fallon McElligott, Minneapolis CD: David Lubars AD: Bobby Appleby CW: Scott Vincent Agency prod.: Kris Wong Prod. co.: Imaginary Forces Dir.: Karen Fong Editors: Danny Yon, Jeff Consiglio, Imaginary Forces Music: AIR Nothing but type, this spot offers some twisted logic: "[Your] TV screen is made of glass. Glass is made of sand. That sand could have come from a beach. A couple could have made love on that beach. You could have been conceived on what is now that piece of glass." Qualcomm "looks at things a little differently." "Go brain go" is the tagline. Southwest Airlines tires Agency: GSD&M, Austin, Texas Group CD/CW: Brian Brooker AD: Holland Henton Prod. artist: Kris Newman Agency prod.: Jessica Coats Prod. co.: radical.media Dir.: Frank Todaro Editor: Dick Gordon, Mad River Post Sound designer: Bill Chelsey, Amber Music The setting: a grimy, greasy garage. "Hey, Lou. Do me a favor?" says one mechanic to another. "Give me that half-inch box wrench." Lou comes through with the tool, but he performs a tire drill en route. "Must be football season," reads the super. Another funny ad in Southwest's NFL tie-in campaign. Staples Light bulb Agency: Cliff Freeman and Partners, N.Y. CD: Arthur Bijur ADs/CWs: Mark Schruntek, Dan Kelleher, Rob Carducci Agency prod.: Nick Felder Prod. co.: JGF Dir.: Jeff Gorman Editor: Lisa Cheek, Mad River Post "At Staples.com," says Linda the office manager, "you can order the supplies you want. I approve them, and they're delivered the next day." The workers start chanting, "Linda! Linda! Linda!" and raise her and her chair in the air. Just then the boss saunters past and tells the employees that when they're done, he has a light bulb that needs changing, too. (You see, Linda's hands are near the ceiling, and it looks like she's changing never mind.) TGI Friday's Autograph Agency: Publicis, Dallas ECD: Steve Feldman ADs: Lee Einhorn, Manuel Moreno CWs: Mike Fiddleman, John Kearse Agency prod.: Jaime Roderer Prod. co.: Five Union Square West Dir.: Tom Schiller Editor: Ron Sussman, Red Car Eating chicken wings, ESPN anchor Dan Patrick is approached for an autograph by a little boy. Dan the Man is happy to oblige. He signs the kid's paper and rubs the tyke on the head. Thing is, Dan-o is up to his elbows in sauce, and the little guy gets a greasy-kid-stuff hairdo. Timberland tree Agency: The Martin Agency, Richmond, Va. CDs: David Helm, Mike Hughes AD: Jonathan Mackler CW: David Helm Agency prod.: Steffi Binder Prod. co.: radical.media Dir.: Ralf Schmerberg Editor: Sarah Iben, FilmCore Music: Cat Stevens Cat Stevens' hypnotic song "The Wind" propels this visually arresting ad, which features people from all walks of life wearing Timberland products. From white-water rafters and skydivers to a simple gardener and little kids running in a field, the commercial shows nature in all its glory. Even the super revels in simplicity: "Timberland. Shoes. Clothes. Gear." Toyota Corolla crossing Agency: Saatchi & Saatchi, L.A. CDs: Miles Turpin, Steve Landrum AD: Dino Spadavecchia CW: Andrew Simon Agency prod.: Chris Moore Prod. co.: ILM Dir.: Bob Grigg Editor: David Brooks Music: CHKW As a platoon of animated ants prepares to cross the road, the leader checks for cars. Seeing a Toyota in the distance, he says, "It's OK. It's only a Corolla. Move it out!" When the troop marches to the middle of the road, the car comes zooming past, nearly squishing them. The new Corolla "is more powerful than you think," says the VO.

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