CREATIVE: Best Spots – July


AMERICA WEST GOLF VACATIONS
“I love a golf vacation,” says a guy, “but I hate waiting for a tee time.” His solution: to dress up as a tree, then furtively hit the links. “My branches get in the way of my follow-through, and it’s tough to get in the zone,” he says, pulling a golf cart behind his trunk. “But you play through it.” And he may be the first deciduous plant to pursue a hobby since the trees in the Haunted Forest threw apples at Dorothy and Toto.
Title: Sycamore Man
Agency: Team One, El Segundo, Calif.
Creative director: Tom Cordner
Associate creative directors: Robert Prins, Matt Bogen
Art director: James Hendry
Copywriter: Greg Collins
Senior producer: Beth Hagen
Production co.: Food Chain Films
Director: Marc Greenfield
Editor: Lee Cowan, Lost Planet

BETTER HOMES AND GARDENS REAL ESTATE
A wholesome-looking teenage couple discuss the tragic news of his moving. She’s upset, but he calms her. “They have to sell the house first. We’ll have the whole summer together.” Enter a real-estate agent who plants the BH&G for-sale sign in the front yard. As the music turns to Jaws meets Friday the 13th, she screams, “Good-bye, I’ll miss you.”
Title: Puppy Love
Agency: Valentine Radford, Kansas City, Mo.
Creative director: Bob Simon
Art director: David Boensch
Copywriter: John Godsey
Agency producer: John Pace
Production co.: The Lieberman Co./Johnson Burnett
Director: Robert Lieberman

CHEER
A peewee football team called the Purple People Eaters has a problem: After multiple washings, their tough-guy purple jersies have turned to, well, lilac. Off the bench comes Cheer, which claims, after mucho washings, to keep the color purple intact. The final scene shows a young warrior catching a kickoff, hard-charging opponents bearing down. Now, booms the John Facenda-like voiceover, “they could show their true color: yellow.” Said warrior hightails it out of there, exiting stage left.
Title: Lilacs
Agency: Leo Burnett, Chicago
Group CD: Ron Condon
Art director: Tony Katalinic
Copywriter: Michael Hush
Executive producer: David Moore
Agency producer: Rod Wilson
Production co.: Moxie Pictures
Director: Dan Levinson
Editor: Bob Carr, NuWorld
Music: Steve Ford

CLINIC OF UROLOGY
A doorbell rings, and the door opens. A stork (wearing a red delivery hat) has brought a bundle of joy. The scene is repeated five more times, then a question appears on the screen: “Need a vasectomy?” It’s a simple, clever idea that cuts to the chase (sorry). Tougher sells there are not.
Title: Stork
Agency: BVK/McDonald, Milwaukee
Creative director/copywriter: Gary Mueller
Creative director/art director Scott Krahn
Agency producer: Mary Pat Cupertino
Production co.: Wyoming Films
Director: Bill Everett

CRAYOLA
Happy, happy; joy, joy. This spot offers kids at school and at home drawing with Crayola fingerpaints, chalk and crayons. Whitney Houston-esque vocals feature such lyrics as “Side by side, color by color, fathers, mothers, brothers, sisters take the time to see how important Crayola can be.” The denouement: Mom gets a homemade card smothered in red hearts. And yes, even the most jaded will have childhood flashbacks when, in the final scene, a kid outlines his hand in red crayon.
Title: There’s Only One Crayola
Agency: Avrett Free & Ginsberg, New York
Co-chairman/CEO/creative director: Frank Ginsberg
Executive group CD/art director: Manny DeMagistris
Senior associate CD/copywriter: Martha Everds
Executive group director/broadcast producer: Lynne Kluger
Production co.: Ebel Productions
Director: Bob Ebel
Editor: Tony Siggia, First Edition

HANES
“Boxers or briefs?” is the question asked by two babes sitting on a park bench (Aqualung, where are you?). The camera catches the various faces and moods of the women as they watch each off-camera guy pass by. And then along comes Jordan. The omniscient Michael is on to their tricks. “They’re Hanes,” says MJ, “and let’s just leave it at that.” Rumor has it that women actually do this boxers-or-briefs thing. Sort of makes a guy want to go alfresco.
Title: Boxers or Briefs
Agency: Long Haymes Carr, Winston-Salem, N.C.
Chief creative officer: Jim White
Art director: Phil Milano
Copywriters: Jennifer Jones, Chris Cannon
Agency producer: Sara March Barber
Production co.: Lopes Picture Co.
Director Rob Lopes

KIA SPORTAGE
In a TV interview, Sasquatch is asked to compare the Kia Sportage to Toyota’s Rav4. “I’ve had near misses with both. I’m a big fan of anti-lock brakes,” he says before choosing Kia. Let’s just hope Sportage sales aren’t as ephemeral as Sasquatch sightings.
Title: Sasquatch
Agency: Goldberg Moser O’Neill, San Francisco
Creative directors: Jim Noble, Brian O’Neill, Mike Moser
Art director: Matt Mowat
Copywriter: Chuck Meehan
Senior producer: Paul Golubovich
Assistant producer: Karena Dacker
Production co.: Shelter Films
Director: Jonathan David
Editor: Bob Spector

MAJOR LEAGUE SOCCER
A dude dressed in full karate garb attempts to break a stone slab with his head; he fails. A shirtless fellow takes his turn; nada. Next: Alexi Lalas, the towheaded (and dangerously close to being overexposed) member of the New England Revolution. He places a soccer ball on the stone, then heads it, breaking the slab. With goofy sound effects and fast-motion footage, this ad, aimed at soccer-playing kids in Boston’s suburbs, is funny.
Title: Lalas
Agency: McCann-Erickson, New York
Group creative directors: Jeroen Bours, Joyce King Thomas
Art director: Jay Gnospelius
Copywriter: Dan Cohen
Agency producer: Dean Shoukas
Production co. Highway 61
Director: Michael Oblowitz

NATIONAL FOOTBALL LEAGUE
In this spot, youngsters imitate their hero, Barry Sanders of the Detroit Lions, and dream of the day they, too, could be playing football on a Sunday afternoon. The NBA has been mining the youth market for years. What took the NFL so long to discover the city kid?
Title: Take the Field
Agency: NFL Properties, New York
Creative director: Bruce Burke
Stylist: Michelle Bork
Copywriter: Bob Stohrer
Agency producer: Henry Frenzel
Production co. Cyclops
Director: Suzanne Kiley
Sound design: Elias Associates

PAGENET
Remember those pink-paper messages? With a memo assembly line behind him, a guy reads garbled, butchered messages that everyone can relate to. “Buy, buy, sell-but wait to talk to me,” reads one. And they get worse. Humor helps pitch what has become an everyday product-the ubiquitous pager.
Title: Messages
Agency: J. Walter Thompson, Chicago
Executive CD: Dennis Ryan
Group CD: Mark Silveira
Creative director/copywriter: Paul Tilley
Art director: Pam Anderson
Agency producer: Celeste Sciortino
Production co. Komnenich Films
Director: John Komnenich
Editor: Bob Carr, NuWorld

PELLA WINDOWS
As Perry Como croons the theme from Romeo & Juliet, a young couple is separated by a large porch window. Their hands “touch” and she puts her lips to the glass. Leery at first, he follows her lead and the kiss commences. Alas, the blinds come down in mid-smooch. When they rise, Dad is watching our hero in action.
Title: Romeo & Juliet
Agency: Young & Rubicam, New York
Creative directors: Tom Coleman, Bob Wyatt
Art director: Ahmer Kalam
Copywriter: Jeff Maerov
Agency producer: Lori Talish
Production co.: Crossroads Films
Director: Mark Pellington

QUOTREK
Wall Street is likened to baseball, the major leagues. If you want to be a player, Quotrek “is the only portable monitor offering real-time data, like quotes, headlines, all the major markets.” In a confused category, Quotrek throws a strike.
Title: Baseball
Agency: Highway One, San Francisco
Creative director Phillip Feemster
Art director: Chris Freire
Copywriters: Matt Morin, Tony Newton
Agency producer: Andrea Sanchez
Production co.: The End
Director: Jaume Collet-Serra

ROSSIGNOL
In a store, a suspicious-looking teenager gets the evil eye from a burly security guard. Obviously hiding something under his jacket, the kid tries to leave. The guard confronts him and the kid pulls out inline blades that attach straight to his sneakers-an idea that just may appeal to teenagers on the go.
Title: Suspicious
Agency: Lambesis, Del Mar, Calif.
CD/art director: Chad Farmer
Copywriter: Daniel Chu
Executive producer: Susanne Preissler
Production co.: Propaganda Films
Director: Greg Motolla

SANFORD/NICKELODEON
This ad promises that school will be different this year and, to prove it, a group of digitally animated frogs do their best June Taylor dancing in the class fishbowl. The difference? Slimewriters (colorful pens, pencils and erasers), which are being sold to kids through .
Title: Classroom
Agency: Arian Lowe Travis, Chicago
CD/art director: Mike Fornwald
Copywriter Meg Kannin
Agency producer: Lee Lunardi
Production co. Warner Digital Studios
Director: Patrice Dinhut

SCI-FI CHANNEL
A woman vacuums her living room. Strange music plays in the background. “Aunt Doris?” reads the copy. A woman vacuums. Strange music plays. “Aunt Daisy?” A woman. Strange music. “Aunt Droid?” “Ever wonder?” asks the Sci-Fi Channel.
Title: Aunt Droid
Agency: Mullen, Wenham, Mass.
Creative directors Paul Silverman, Tom Cook
Art director Dan O’Donnell
Copywriter Jim Elliot
Agency producer: Susan Poor
Production co. Assymetrical Productions
Directors: David Lynch
Editor: Mary Sweeney

SPORTSCHANNEL NEW YORK
As Metsmania sweeps the nation (OK, Queens), meet Sugar, a rabid fan. “Our Sugar croaked 12 years ago,” says the beagle’s grim-faced owner. “We buried him in the yard with his favorite Mets chew toy, a rubber figurine of Casey Stengel.” Just another Mets memory from SportsChannel.
Title: Sugar
Agency: Wolfe Doyle, San Francisco
Creative director: Daniel Wolfe
Art director: David Swope
Copywriter: Jason Sperling
Agency producer: Denis O’Brien
Production co. Starr Farm Films

SQUEEZIT
Avoiding the inaneness of most kids’ fruit-drink advertising, this spot weaves an actual plot around a new marketing concept. Flexing his muscle along the way, a young gumshoe searches for Mystery Squeezit in the new black bottles. The gimmick: In each six-pack, two black bottles hold unknown flavors and “only the back panel holds a clue to their delicious mystery taste.”
Title: Young Detective
Agency: Saatchi & Saatchi, New York
Creative director: Chris McKee
Art director: Trip Park
Copywriter: Glen Levy
Agency producer: Liz Sloane
Production co.: Crossroads Films
Director: Mark Tiederman
Editor: Charlie Cusamano, Mad River Post

TACO BELL
A fat guy, in blue jammies, lounges in a pink room. He lumbers over to a white fridge-it’s empty, which elicits a scream of horror. In a clever twist, that rebel yell is the grumbling stomach of a kid watching TV. Dude, it’s taco time.
Title: Fridge-Pink Room
Agency: TBWA Chiat/Day, Venice, Calif.
CD/art director: Chuck Bennett
CD/copywriter: Clay Williams
Agency producer: Michelle Burke
Assistant producer: Bonnie Teitle
Production co.: House of Usher
Director: Kinka Usher
Editor: Angus Wall

VANS
Want to get into Best Spots? Goof on cheerleaders. In this fast-paced, hilarious spot, the pom-pom girls are chased by a skateboarder, attacked from above by a snowboarder and bowled over by a street luger. It’s a rad ad for Vans, an extreme-sports equipment supplier.
Title: Cheerleaders
Agency: McElroy Communications, Newport Beach, Calif.
Executive creative director: Thom McElroy
CD/copywriter: David Karstad
Art director: Anne Behnke
Agency producer: Steve Garrett
Production co.: Cucoloris
Director: Tenny Fairchild
Editor: John Hopp, JigSaw

Best Spots are selected by Adweek editors from commercials breaking on broadcast and cable television. Call Nancy Sobel at (212) 536-6453 to submit reels or to order this month’s collection. The Best Spots section is compiled by Mark Lang.