Creative Briefs

Déjà VuThe More the Merrier

As any good antiques collector knows, any item’s value tends to be lower if there are many like it in the world. Not so, it seems, with spoofs of PBS’ Antiques Roadshow.

First came the “Bad Gifts Road Show” for M&M/Mars from BBDO, New York. Then there was a New York Lottery spot from Grey, New York. Next in line is Publicis & Hal Riney’s Sprint PCS ad. Mike Mazza, group CD at the San Francisco shop, says the concept beautifully illustrates Sprint’s marketing strategy: that those other plans aren’t as valuable as people think they are.

Fox Sports Tops One Show

NEW YORK—Top honors went to Cliff Freeman and Partners at The One Show last week for its Fox Sports campaign showing two white kids with a peculiar hip-hop style who dream of taking on NBA players. The campaign won Best of Show and two gold pencils at a gala here sponsored by The One Club for Art and Copy.

Cliff Freeman also took a bronze for its Fox Regional Sports campaign, which humorously portrays life-threatening athletics from around the globe, and a bronze for its Hollywood Video radio campaign, featuring condensed movie parodies.

Young & Rubicam, Chicago, won two golds and a silver for its H&R Block work. Other gold winners in TV were Saatchi & Saatchi, London, for a spot and Saatchi & Saatchi, Hong Kong, for a UNICEF spot. Silver pencils went to 180 in Amsterdam for Adidas; DDB in Paris for Volkswagen; Fallon, Minneapolis, for its PBS spot “Photo Booth”; FCB, San Francisco, for its holiday ads; and TBWA Hunt Lascaris in Johannesburg, South Africa, for its “CD Walkman” spot for Hi Fi Corp.

Mullen in Wenham, Mass. topped the print category, winning three golds, a silver and two bronzes for its American Heritage Dictionary, and ads. Two golds and a bronze went to Arnold, Boston, for Volkswagen ads in which half-hidden Beetles attract attention amid bizarre distractions such as a model dressed in lettuce.

Golds for radio work went to DDB, Chicago, for Budweiser’s tribute to the “really bad toupee wearer” and to Black Rocket, San Francisco, for its ads.

Fox Sports Tops One Show Radio Days Tough Talk for Toughbook

Radio Days

Who says video killed the radio star? A song created by Bang Music for a Miller Brewing radio spot was so popular with the client that Ogilvy & Mather built a TV spot around it—and now the tune may be headed back to radio, this time for airplay as a single. Bang executive producer Lyle Greenfield wrote the lyrics for the song, “Ain’t Got Time,” teaming with composer Wendell Hanes. The tune blends “hip-hop and soul, embellished with little more than bluesy, rhythmic strumming of an acoustic guitar,” says Hanes, who raps a portion of it. For the TV spot covering all of Miller’s brands, Ogilvy brought in director Paul Hunter, the man behind Wieden + Kennedy’s “Free style” Nike spot, several Lenny Kravitz videos and “Lady Marmalade” from the Moulin Rouge soundtrack. The resulting music video-inspired ad shows a young man riding to a party in a cab driven by Hanes, who raps, “For the posers, the fakers, the promise breakers/ Lemme be clear, I ain’t got time.” The chorus, sung by Mark Grandfield, resumes, “If you’re a friend of mine/ Yeah, I got the time/ And I got the beer.” It ends with the young man sharing a beer with a brunette he’d seen earlier on the street. The song may be released as a single on Bang’s indie label, says Hanes—”if it got a buzz.”

Tough Talk for Toughbook

“Get out and stay out” is not exactly a tagline that elicits warm and fuzzy feelings. But Post & Partners needed strong words to target its first campaign for Panasonic’s rugged Toughbook laptop at professionals in eight niche markets, including police departments, federal government sectors, Fortune 100 companies and health professionals. Previous ads for the Secaucus, N.J., client, created by Renegade Marketing Group, New York, had a straightforward emphasis on ruggedness. But Post & Partners, New York, is going with a more subtle and more specific approach. The agency’s five print ads position the Toughbook as the “computer for the outside world,” whether that world involves a police chase or a day out of the office, says Steve Crane, Post’s president and creative director. The team chose a “rugged” font for the ads and backgrounds of barbed wire and gears. Copy is tailored for each target. “It handles bumps, drops, spills, heat, cold, water, even blood,” reads an ad aimed at health professionals. The campaign will appear in June in industry publications and in-flight magazines.