Creative Briefs

Déjà Vu: Eat Your Heart Out

For one ad exec, seeing a family gulping down their food in a spot for Tivo, created by Goodby, Silverstein & Partners, was enough to make him lose his appetite.

In the ad, which broke in May, a family stuffs down a chicken and salad dinner in order not to miss the season finale of a TV show. The scenario was all too familiar to Jim Henderson, creative director at Martin/Williams. The Minneapolis agency created a spot last winter for Polaris snowmobiles in which a family eating dinner notices that it has begun to snow. The meal becomes a free-for-all so that everyone can rush out to play. The ad was a victim of its lag time: It was created a year before it was to air so snow would be on the ground for the shoot. The spot broke in October.

“This summer I saw the Tivo spot and was like, ‘Aw, man!’,” Henderson says. But he knows coincidences abound in the ad world: “There’s nothing you can really do about it, it’s just luck of the draw.” Goodby could not be reached.

‘Great Brands’ Tops CEBA

NEW YORK—The American Advertising Federation’s “Great Brands” campaign from Carmichael Lynch won the Grand CEBA last week at the Creative Excellence in Business Advertising Awards, sponsored by American Business Media.

The Minneapolis agency’s campaign shows highly recognizable logos—including those of Coca-Cola, Sunkist, Energizer, Pentium and Altoids—modified to read “Advertising.” The tag: “The way great brands get to be great brands.”

The ceremony, in downtown Manhattan, also honored four category winners. The Marlin Company, Springfield, Mo., won for a single-page ad for FoodHandler protective gloves and gear. The ad features a clueless-looking restaurant employee who is “pretty sure Hepatitis was an ancient Egyptian ruler.” Sawyer Riley Compton, Atlanta, took honors in the two-page-spread category for a CNN ad that shows a burglar stopped short as he climbs through a bedroom window, enthralled by the news program that his victims-to-be are watching. An insert for UCC Net from Elias/Savion Advertising, Pittsburgh, Pa., and banner ads from Rodgers/Townsend, St. Louis, for SNet’s DSL Internet service were also honored.

Split Personality

The Land Rover brand has a peculiar image problem. As GSD&M’s account director, Tom Steadman, explains, “Land Rover has a fantastically built off-road vehicle, but it also has the cachet of a luxury automobile. They constantly get caught between mud and caviar.” GSD&M’s new campaign attempts to address the discrepancy with images illustrating both sides of the brand. The tagline, delivered in an elegant British accent, is “Land Rover: The most well-traveled vehicles on earth.” The spots were originally scheduled to be shot in far-off locations such as Thailand and South Africa, but the events of Sept. 11 instead forced the crew to build sets that replicated those locales in Los Angeles. A camera unit built by the production crew moved 180 degrees up and around each scene in orbital fashion, so that each first appears upside down. Special effects make the camera seem to disappear into the ground between scenes before emerging into another landscape. The spots, now airing on national cable, were directed by Eric Saarinen of Plum Production, with GSD&M group creative directors Jeremy Postaer and David Crawford, sen ior writer Cam er on Day and sen ior art director Lou Flores.

Arnold on MTV.

A documentary produced by Arnold in collaboration with MTV and the Massachusetts Department of Public Health will air on the cable channel Nov. 14 at 10 p.m. True Life: I Can’t Breathe is a 30-minute film about Pam Laffin, who began smoking at age 10 and died at 31 of advanced emphysema. Before her death, Laffin appeared in regional anti-smoking commercials from Arnold for MDPH’s Tobacco Control Program. The film mixes a pop soundtrack with quick-cut clips, showing Laffin’s commercials, cig arette ads, interviews, graphic images from her lung-transplant surgery and tobacco executives testifying before Congress. Discussing her reaction to learning she has emphysema, Laffin says, “I had to mourn the loss of who I had hoped to be.” Equally difficult was the realization that she would have to give up smoking, leading her “to mourn the loss of my best friend [cigarettes].” The film will be made available to middle schools nationwide through the Centers for Disease Control and Prevention. Arnold creative director Pete Favat, who has shot many MDPH commercials, directed the documentary, leading a production team of Arnold and MTV staffers.

The One Club for Art and Copy’s latest exhibition highlights women creatives from around the world. On Thursday, Sally Hogshead, creative director and managing director of Crispin Porter + Bogusky’s office in Venice, Calif., will speak at the opening of the New York exhibition, which features work by more than 40 women.