Creative Briefs



DÉJÀ VUDog Day Afternoons

For an online auction company and a local yellow pages publisher, destructive dogs illustrate the same point: We can help you replace lost treasures.

A spot for eBay from Goodby, Silverstein & Partners follows mischievous dogs destroying their owners’ property. One black-and-white pooch makes several trips to the house to bury its loot in the yard.

A similar spot for SNET, created by Publicis, New York, ran in Connecticut and New York three years ago. While Goodby’s ad includes numerous scenarios of doggie mayhem, Publicis’ spot focused on just one dog burying its finds, while graphics break the action with yellow-pages headings such as Toy Stores and Taxidermy.

Hopping Mad for Technology

When you need a live wire for your advertising, who better than Dennis Hopper? The star of Apocalypse Now and Blue Velvet is famed for his high-strung performances, and several years ago earned kudos as Nike’s demented ex-referee Stanley Carver. Now he’s in Hill, Holliday, Connors, Cosmopulos’ new campaign for Broadwing Communications.

“The [Broadwing] guys were so juiced,” says Geoff Mullett, associate creative director the Boston-based agency. Intrigued by the client’s description of its technology as “beautiful,” the creative team brainstormed for a pitchman with the same energy.

“Dennis Hopper came to mind immediately,” Mullett says, and the campaign was eventually written around him. The actor did suggest some lines of his own during the five-day shoot. In one spot, he says the Internet is “one big mess” of protocols because “there’s no love, man.” Then he describes Broadwing’s first all-optical network as the “love child” of “some freaky engineer mojo.”

The four 30-second TV spots and five print ads introduce the tagline, “The world’s first beautiful network.” More ads are on the way, says Mullett.

Hopping Mad for Technology Renaissance Woman Live Long and ProsperLove Is on the RoadPeople

Venus Williams displays talentsother than tennis in Berlin Cameron & Partners’ latest entry in Reebok’s “Defy Convention” campaign. In a montage of scenes, Williams sits by a pool surrounded by men, strums an acoustic guitar and, clad in an evening gown, kicks a soccer ball. The New York agency’s seemingly smitten art director, Jason Peterson, notes, “She’s good at everything … She picked all of her outfits. She takes fashion design classes and she really does play guitar.” The 30-second spot was shot during two days on location in Miami Beach, It will debut Feb. 15 during Survivor on CBS.

If it’s not the fear of dying, it’s the fear of living. “How much future are you planning on?” is the question Wachovia poses with two middle-aged sisters strolling along a pristine beach. “I want to be just like them at 70,” says one. “Grandparents?” asks the other. “Great grandparents?” she continues. And the unthinkable (until now): “Great-great grandparents?” A voiceover interjects, “Maybe it’s time to plan a little more.” The tagline, “Wachovia. Let’s get started,” is a reminder not to outlive your money. According to art director Bill Starkey, the previous campaign’s lengthy tagline, “Where are you? We’re here. Let’s get started” was “made visual with situations people can relate to.” Created by Frank Campion in Winston-Salem, N.C., the spots break Feb. 12 on spot network and cable TV through out the Southeast.

Lusting after a Mitsubishi becomes loving a Mitsubishi in the newest installment of Deutsch/LA’s “Wake up and drive” campaign. The “car envy” theme from last summer has evolved into a narrative campaign “illustrating how the vehicle fits into people’s lives,” says svp, director of account planning Jeffrey Blish. As part of that, the car’s features have become the punchlines. In one spot, two guys sleep in a Montero Sport rather than in a tent at their campsite. The explanation? “Heated front seats” and, as a wolf howls, “power door locks.” “We tend, as creatives, to take the features and slap them at the end,” says vp, associate creative director Vinny Picardi. In this case, he says, they found ways to “tell stories through the features.”

Reflecting its international expansion, Pete Charlton was named worldwide chief creative officer of St. Louis-based Kupper Parker Communications. Charlton has been at the shop for 10 years and its chief creative for four. … The creative team of copywriter Jon Flannery and art director Eric Nash left Leo Burnett for FCB, Chicago, as creative directors. Their Burnett accounts included the U.S. Army and Philip Morris.