Creative Briefs



Close-up LocationRange Rovers

As far as animal actors go, cattle are perhaps the most cooperative—if not highly skilled—performers, as witnessed at a shoot by Conspiracy, Austin, for the Texas Department of Economic Development.

The 100 longhorns cast for the spot were able to repeat their stroll around downtown San Antonio in exactly the same way for each take. “They’re either very good actors or dumb,” jokes director Jean-Marc Piché. “We finished early,” he adds of the one-day shoot in August.

McCann-Erickson, Dallas, wanted to update the clichéd film scene of cowboys on the range for the 60-second letterboxed spot. An old-timer rides into the historic town after a long absence to find that San Antonio is much livelier than he’d remembered. The three-spot campaign, scheduled to break early next year, will focus on lesser-known attractions in Texas, such as its shopping and beaches.

Hollywood Video Refocuses

NEW YORK—Mock suspense characterizes a Hollywood Video campaign shot by Tony Kaye (American History X) for Cliff Freeman and Partners. The TV, radio and outdoor ads shift the chain’s positioning to emphasize its five-day video-rental policy.

The first of two 30-second commercials broke last week on spot cable and network TV. A man leaps out of his car in a Hollywood Video parking lot and, accompanied by suspenseful music, races to the counter in slow motion, knocking down a display as he rushes to return his movie. A perky saleswoman says, “You know, you could have kept it for five more days. At Hollywood Video, even new releases are five-day rentals.” In slow-motion and with a distorted voice, the man replies, “Woooww!”

“[The return policy is] their selling point over their competition,” says agency art director Reed Collins. Previous commercials focused on the staff’s ability to match a movie to a customer’s mood.

In the second spot, due to break in about a week, a woman asks a clerk how long she can keep her video. He illustrates the five-day policy by breaking into a sequence from a ’60s-style spy-genre film, complete with sultry female dancers and a Shirley Bassey-like song.

Hollywood Video Refocuses Reebok’s ‘Classic’ EvolvesThe Real DealRecovery EffortsEvents

Reebok’s ‘Classic’ Evolves

London-based photographer Nadav Kander (Levi’s, Glenlivet, Nike, Adi das) is shooting the next wave of print ads in Bartle Bogle Hegarty’s “Classic” campaign for Reebok. The New York shop’s work, featuring port raits of people who personify “classic” traits, will evolve into situational shots, sources indicated. Seven new executions are slated to break in early spring.

The Real Deal

Barflies may be the butt of a friendly joke from Zippo when they reach for a lighter only to find that it is a trompe l’oeil coaster. Blattner/Brunner, Pittsburgh, created the coasters. On the front is a photo of the classic metal lighter sitting on a wood surface; on the flip side is the message, “If you picked up this lighter and tried to use it, please call a cab. Thank you.” The campaign also includes give-away postcards showing an American flag made of red, white and blue Zippos (a curiosity on display at the Zippo/ Case Visitors Center in Brad ford, Pa.). Both items are ex pressions of Zip po’s new tag, “For real,” explains executive creative director Rod ney Under wood. “One is a little cheeky and the other patriotic,” he says. Zoom Media, New York, is distributing the coasters and postcards in nightclubs and bars in New York and Los Angeles.

Invest in US, a new nonprofit aiming to reinvigorate the stock market following the Sept. 11 terrorist attacks, broke seven print ads last week. Each combines a prominent image with a persuasive headline. A bull is accompanied by “Bring back the bull.” A likeness of Osama bin Laden is paired with “He wants you to sell.” Danny Gregory, chief creative officer at New York shop Doremus, is leading the pro-bono campaign, which includes T-shirts and stickers. … A print ad from Frederick Doner New Media for The SoHo Partnership shows a map of SoHo made to look like a globe, with flags indicating the origin of stores and their locations. Copy reads, “Until you decide to see the world again, come see the world. … SoHo NYC.” The nonprofit Partner ship, supported in part by SoHo merchants, is trying to attract shoppers back to the downtown New York neighborhood. The campaign broke in Sunday’s New York Times Magazine.

Events

The One Club for Art and Copy in New York has postponed its first-ever show and lecture series in China, citing participants’ concerns about travel safety. The free event, now slated for Nov. 16-18 in Xiamen, will feature 18 speakers, most from the Pacific Rim and China. Four speakers from the U.S. will attend, including Mary Warlick and Kevin Swanepoel from The One Club and Joe Duffy of Fallon. … “Here Is New York,” an exhibition of photographs relating to the Sept. 11 World Trade Center attacks, has been extended until Oct. 29. Housed in a vacant storefront at 116 Prince St. in SoHo, the show was organized by the building’s owner along with photographers and staffers of New York’s School of Visual Arts. Curators accept photographs submitted by professionals and amateurs alike. Pro ceeds from print sales go to children affected by the disaster.

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