Creative: Best Spots Of July

Best Spots of JulyThe product of a March 2000 merger between two new-economy companies, Whittman-Hart and USWeb/CKS, marchFIRST, an Internet professional services company, needs to get its name out there. The first step? A four-spot branding campaign that chronicles great "firsts" in history: first lunar landing, first man to the South Pole (Norwegian Roald Amundsen), first woman to wear a miniskirt and first Cubist exhibition. Each ad is "a statement of empowerment," says David Baldwin, executive creative director at McKinney & Silver in Raleigh, N.C. "The power lies in the viewer's reaction to the event." In each spot, that reaction-a look of amazement, shock, confusion-is captured by the camera. For instance: In "Upside Down Head," children point, woman stare and men argue about Cubist paintings, which profoundly changed the art world in the early 20th century. A graphic reads: "Here's to being first." Then, a cryptic tagline: "marchFIRST. A new world. A new way." "This campaign is designed to generate talk about a first-of-its-kind company," says Baldwin. "We want people to go to marchFIRST.com and learn more." Shot in Paris to cope with the actors' strike, the $1.5 million campaign targets both new-business clients and potential employees. "I'm glad we avoided the outrageous, pull-your-pants-down mentality of most dot-com advertising," says Baldwin. "Now we have to tell more of the story and start new conversations."Bounty Paper TowelsA toddler wants a drink of orange juice. He opens the refrigerator, takes out the juice and, since he's too small to place the carton on the counter, he puts it on the kitchen floor. The kid walks over to the counter, grabs a plastic cup and places it next to the carton. The big moment has arrived. The little guy starts to overturn the carton (which is almost half his size) and whoosh-the O.J. cascades out, flooding the kitchen floor. Of course, the kid drains every last drop. VO: "Life is messy. We'll help you clean it up." Tagline: "Bounty: The quilted, quicker picker upper."Title: O.J. Agency: Jordan, McGrath, Case & Partners/Euro RSCG, N.Y. CD/CW: Ilon Sprecht AD: Barbara DiLorenzo Agency prod.: Trish Walker Editor: Claudia Walker, Moon Dog Editorial Music: Jean Marie SalonCountry HearthIn a bucolic setting, a father and daughter sit by the side of a lake. "Daddy, can we feed the duck?" the little one asks. "Sure," says Dad, ripping a piece of bread from his sandwich and tossing it at the fowl. The duck catches the morsel, then sinks like a stone to the bottom of the pond, his beak raised like the bow of the Titanic before going under. VO: "Some whole-grain breads are just too heavy. Try Country Hearth bread. Whole-grain taste that's hearty, not heavy." Oh yeah, the duck. No, it doesn't drown. Spitting out the bread, the critter rises from the depths like Godzilla heading to Tokyo.Title: Duck Agency: Clarity Coverdale Fury, Minneapolis CD/AD: Jac Coverdale CW: Troy Longie Agency prod.: Jenee Schmidt Prod. co.: Tool of North America Dir.: Erich Joiner Editor: Jim Stanger, Channel Z Music: Wow & FlutterESPN SportsCenterGoofing on the pro athlete's penchant for tattoos, ESPN anchors load up on the skin art. "All of us have mentors, somebody we look up to," says Dan Patrick. "A tattoo is a way of paying tribute to that person." Stuart Scott has a picture of Curt Gowdy on his left bicep. David Lloyd has Chris Berman etched onto his chest. Linda Cohn sports a full-length painting of Harry Caray on her back. And Trey Wingo pays homage to Dick Schaap. "It's our little way of saying, 'Thanks,' " Patrick explains. Just think: If the tattoo trend lasts, the next generation of sportcasters will all burn the bearded countenance of Dennis Miller into their flesh.Title: Tattoo Agency: Wieden + Kennedy, N.Y. CD: Stacy Wall AD: Matt Stein CW: Kevin Proudfoot Agency prod.: Gary Krieg Prod. co.: Hungry Man Dir.: David Levin Editor: Dave Koza, MacKenzie CutlerEveready Energizer e2On a playground, five children make a beeline for the merry-go-round-a whirling ride that reminds viewers of a certain age of swing sets and monkey bars. Pushing hard, the squealing kids get the merry-go-round up to ramming speed. Super: "Power this alive ... now available in a battery." VO: "e2 from Eveready ... a whole new battery with a heart of titanium that lets you take power to the next level." Title: Merry-Go-Round Agency: DDB, Chicago Chief creative: Bob Scarpelli GCD: Paul Brourman CD: Chris Hunter CD/AD: Mike Willeford ACD/CW: Debbie Klonk CW: Mary Beth Adduci Sr. prod.: Karim Bartoletti Prod. co.: Satellite Films Dir.: Josh Taft Editor: Stacy Levan, The Lookinglass Co. Sound design: Stephen Dewey, Machine Head Graphics designer: Amy Beresford, Industrial Light & MagicGFN.comAt the bank, a receptionist buzzes her boss, a loan officer, on the intercom. "Mr. Robinson," she says, "there are two men here to see you." Then she whispers, "I think they're gay." Mr. R. goes into action: He dumps his flowers in the trash; displays his family photo; puts two X-rated videos, including "Nurses in Bondage," on his desk; and turns on a neon sign that reads, "100% Heterosexual." The Gay Financial Network is "a more welcoming financial world." Didn't this ad air during the Republican convention as part of the GOP's celebration of diversity and compassionate conservatism? Perhaps not.Title: 100% Heterosexual Agency: Mad Dogs & Englishmen, N.Y. CD/ AD: Nick Cohen ADs: James Dawson Hollis, Vivienne Wan, Prisca Ekkens CWs: Jaimie Palmiotti, James Robinson, Emily Reed Agency prod.: Sandi Bachom Asst. prod.: Letitia Jacobs Prod. co.: Villains Dir.: Jeffrey Fleisig Editor: Jerry Fried, Red Car Music: Hugh McCrackenImodiumJuxtaposing the familiar laments of those affected by diarrhea with visuals of people on the run (so to speak), this ad asks and answers the question: "Can Imodium really change your life?" VO: "You might still find yourself ... in the bathroom (visual of a woman leisurely taking a bath), pulling into a rest stop (car stops at a scenic overlook), stuck on the sidelines (father playing baseball with his kid), having one of those days when you just can't leave the house (couple swinging in a hammock). Isn't it time to feel like you again?" Tagline: "Restore your self." Title: Stuck In The Bathroom Agency: Lowe Lintas & Partners, N.Y. Chief creatives: Lee Garfinkel, Gary Goldsmith Creative group head: Glenn Kaplan AD: Francoise Olivas CW: Alison Zucker Agency prod: Geoff Kelly Prod. co.: Edge Films Dir.: Ken Nahoum Editor: Beth Cramer, Red Car Music: Russo GranthamJack in the BoxHit the road, Jack. Which is exactly what our hero does in this hilarious ad, a comedy classic. "It's the food that makes an Italian vacation so special," says Jack, adding, "I've learned so many things here. I learned that in Italy, the food isn't called Italian food. It's just called food." Motorbiking around Rome, he visits the sights and meets the locals. And if the actors' strike continues, this could be the first stop on Jack's world tour.Title: Italy Agency: Kowloon Wholesale Seafood Co., Santa Monica, Calif. CD/CW/Dir.: Dick Sittig ADs: Barney Goldberg, David Grassman CW: Robert Goldenberg Agency prod.: Fiona Forsyth Prod. co.: @radical.media Editor: Brendan O'Carroll, Oasis Music: Wojahn BrothersLinens 'n ThingsMeet the mom from hell. In a store, she embarrasses her son by telling anyone within shouting distance that he's a pimple-faced loser. VO: "Get everything you need for college, so you can leave home as soon as possible."Title: Mom Agency: DeVito/Verdi, N.Y. CD/Dir.: Rob Slosberg ADs/CDs: Chris Turner, Scott Kaplan Agency prod.: Barbara Michelson Prod. co.: Udirect Editor: Charlie Cusumano, Mad River PostmarchFIRSTIn early 20th-century France, a new painting incites controversy. Women and children stare at it, men violently argue about it and one guy even covers it with his coat. Even the cleaning lady gets into the act. Super: "The first Cubist exhibition." An Internet professional services dot-com, marchFIRST offers "a new world" and "a new way."Title: Upside Down Head Agency: McKinney & Silver, Raleigh, N.C. ECD: David Baldwin AD: Philip Marchington CW: Lisa Shimotakahara Agency prod: Cathy Jenkins Prod. co.: Satellite Films Dir.: Jhoan Camitz Editor: Frank Snider, Ohio Edit Composer: Gordon Cyrus, Lax EntertainmentMarshModels dress up in wild outfits, which mimic fruits and vegetables (pineapple, broccoli, carrot, grapes, strawberry and pear). Super: "Introducing the season's freshest looks." It's a funny ad for this supermarket chain.Title: Fashion Fresh Agency: Ron Foth Advertising, Columbus, Ohio CDs/CWs: Ron Foth Jr., David Henthorne ADs: Ken Waldron, Gene Roy, David Shultz, Emily Lloyd Agency prod: Ted Gordon Prod. co.: Platinum Productions Dir.: Ron Foth Jr. Editor: Martin Nowak, Platinum Music: JSM Music People SupportWith a Muzak version of Cream's "White Room" playing in the background, a man lives in an all-white apartment. Everything-the walls, rugs, cabinets, countertops, even the goldfish-is white. The doorbell rings and a package is delivered-a red white-noise machine. VO: "Next time, get all your questions answered before you buy online." PeopleSupport.com can help.Title: White on White Agency: BBDO West, S.F. CD: Ken Mandelbaum AD: Michael Kadin CW: Jim Lesser Agency prod.: Tammy Smith-White Prod. co.: Stiefel & Co. Dir.: Noam Murro Editor: Doug Walker, FilmCore Music: Elias pHisodermVO: "Gotta blemish? Try the pHisoderm blemish patch. Stick it on and all night while you sleep, the patch fights those nasty blemishes." Visual: the clash of the titans. A guy in a white suit (good patch) beats up a guy in a red suit (evil blemish). The spot promises visible results by morning. Tagline: "Sleep it off."Title: Patch vs. Blemish Agency: North Castle Partners, Stamford, Conn. CD: Jon Iafeliece AD: Kit Campbell CW: Steve Tredennick Prod. co.: Crossroads Dir.: Steve EshelmanPurina ONEIf dogs could talk to their owners, this is what they'd say: "I will never ask what you plan to do with your life ... I will never tell about the things you haven't accomplished ... I'll never worry about where we're going." VO: "No relationship is like the one with your dog (ain't it the truth?). Tagline: "Purina ONE: How great relationships are fed."Title: No Worries Agency: Lowe Lintas & Partners, N.Y. Chief creatives: Lee Garfinkel, Gary Goldsmith Sr. AD: Pat Epstein Sr. CW: Jonathan Pepoon Sr. prod.: Diane Jeremias Agency prod.: Susan Dulepski Prod. co.: Bravo Zulu Dir.: John Mastromonaco Editor: Eric Pomert, MacKenzie Cutler Music: Ad Music SertaAt 10:38 p.m., it's the counting-sheep show at Ted's house. But Ted and the missus recently purchased a Serta mattress. "It's so comfortable," he says to the mutton, "we don't need you anymore." But the insomniac neighbor does. So the sheep saunter over to the next house.Title: neighbor Agency: Doner, Southfield, Mich. ECD: John DeCerchio ECD/CW: John Parlato AD: Kenny Sink Agency prod.: Dan Barbieri Prod. cos.: RSA, Aardman Animation Dirs.: Thom Higgins (RSA), Michael Wright (Aardman) Editor: Lee Cowan, Hyena EditorialTaco BellDead dog walking. Make that riding-in a van with five guys. Passing a hitchhiker, the Chihuahua says to pull over. The hitcher wears a hockey mask and a slaughterhouse apron, but he's carrying a bag of chalupas. "He looks OK to me," says the mutt. Final shot: the Chihuahua and Jason alone in the van, riding off into the sunset. Adios, amigo.Title: creepy-now Agency: TBWA\Chiat\Day, Playa del Rey, Calif. CDs: John Shirley, Rich Siegel AD: John Payne CW: Gary Pascoe Agency prods.: Michelle Burke, Sam Baerwald Asst. prods.: Blythe Barger, Debbie Airey Prod. co.: MJZ Dir.: Jonathan David Editor: Frank Effron, Venice Beach Editorial Music: EliasTexacoVO: "When the weekend comes, many of the men and women of Texaco trade in their hardhats for coaches caps." With thrilling photography of young people participating in baseball, soccer, swimming and fencing, this ad is a nice tie-in to the Summer Olympics.Title: playing Field Agency: BBDO, N.Y. Chief creative: Ted Sann Sr. ECD: Michael Patti Sr. CD/AD: Ted Shaine CD/CW: Tom Darbyshire Agency prod.: Gene LoFaro Music prod.: Melissa Chester Prod. co.: Headquarters Dir.: David Cornell Editor: Sherri Margulies, Crew Cuts Music: David HorowitzTivoVisual: A long camera take of corporate types in an office building. VO: "Look at these guys: network TV programmers. They decide what we watch and when we watch it. Who needs 'em?" Visual: TV exec gets thrown out a window by two black-shirted thugs. Tagline: "Tivo, TV your way." It's a good, edgy commercial.Title: network executive Agency: Goodby, Silverstein & Partners, S.F. CDs: Rich Silverstein, Jeff Goodby AD: Peter Nicholson CW: Harold Einstein Agency prod.: Cindy Fluitt Prod. co.: RSA/Independent Dir.: Chris Smith Editor: Adam Pertofsky, Rock Paper Scissors Music: FluidVisaUsing Visa, a fellow purchases an antique lamp on eBay to match the one his wife already has. He goes home to tell her, but she has a surprise of her own. She sold her lamp to some schmuck on eBay for $500. It seems Visa is eBay's preferred way to pay.Title: buy (ebay) Agency: BBDO, N.Y. Chief creative: Ted Sann Sr. ECD: Charlie Miesmer ECD: Jimmy Siegel AD: Phil Jungmann CW: Mike Aimette Agency prods.: David Frankel, Sarah Spitz Prod. co.: Tool of North America Dir.: Erich Joiner Editor: Karen Kourtessis, Crew Cuts

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Creative: Best Spots Of July

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