Creative Briefs

Déjà VuSkin Deep

Has 2001 morphed into 1998? What you see at first isn’t what you get in a new ad for Pepsi—much as it wasn’t three years ago in spots for Sony and Campbell’s soup.

BBDO in New York created the Pepsi Twist commercial in which Hallie Eisenberg drinks a Pepsi but then unzips herself to reveal Halle Berry sipping a Pepsi Twist, to the delight of a male onlooker. She in turn unzips, revealing Barry Bostwick with a Diet Pepsi Twist.

In 1998, two ads employed the same trick. First, in February, a spot by the former Lowe & Partners in New York had Claudia Schiffer showing two smitten guys a Sony MiniDisc at a party, then turning into actor Jon Lovitz. And in September, Young & Rubicam in New York broke a spot in which a football player’s macho buddy turned out to be his mom in disguise, just trying to feed him some Campbell’s Chunky Soup. Creatives at Lowe Lintas & Partners and BBDO could not be reached; Young & Rubicam declined comment.

Fill in the Blanks

LOS ANGELES—For Visa’s Olympic sponsorship, BBDO West in San Francisco needed a campaign with a unified look to represent several sports. Its solution was to portray athletes from each sport in a “color-by-numbers” illustration.

“The whole process started with a strategy to salute the athletes,” says BBDO West executive vice president and creative director Jim Lesser. It ended with five print ads in support of skiing, snowboarding, gymnastics, ice hockey and track and field, whose national governing bodies are sponsored by Visa. Each poses the question: “Have you got what it takes?”

The pictures are partially com pleted, with a tongue-in-cheek code indicating what the colors represent. In one with a gymnast, the colors represent “guts,” “dedication” and “really strong wrists.”

Lesser also served as copywriter; the art director was Sakol Mongkolkasetarin, and the shop hired illustrator Mike Blatt.

Fill in the Blanks Remembering Pearl Harbor Tommy’s Boy Finding ‘The Hook’

The feeling of patriotism is strong in two spots for the National Museum of the Pacific War in Fredericksburg, Texas, from Fellers Marketing and Advertising. Now running in Texas, TV spots commemorate the 60th anniversary of the attack on Pearl Harbor. “Flag” opens with swirling smoke and the sounds of explosions and gunfire. “We were attacked. We were surprised. We were frightened,” onscreen copy reads. As the flag is revealed, the text continues, “But on that infamous day, we discovered the strength and true heart of a nation.” In the second spot, battle sounds accompany the image of a curtain and cease when the curtain is opened abruptly by a woman leaving a voting booth. “This privilege was preserved for you by the heroes of Pearl Harbor,” the ad states. The spots, created by the Austin, Texas, shop on a pro-bono basis, are the museum’s first in anticipation of a major gathering of Pearl Harbor veterans there on Dec. 7. Former president George Bush will be the keynote speaker.

Tommy’s Boy

High school students from Palmer, Alaska, created Tommy Hilfiger’s latest TV spot. One of them, Sean Holland, won Hilfiger’s “Earn Your Stripes and Be a Star” contest, which launched in June and challenged people to express what the flag means to them. Holland and classmates Jesse Thompson and James Kaluder sent in a 40-second video, featuring quotes from George Washington and Robert F. Ken nedy and the tag, “The American flag. Your license to dream.” Hilfiger agency Deutsch, New York, then turned it into a 60-second spot. Introduced by a voiceover from Tommy Hilfiger himself, the commercial broke over the weekend on VH1. Holland took home $25,000 for his efforts.

A song by an obscure Boston band provides the soundtrack in a Nike TV spot that broke this month from Wieden + Kennedy featuring Lance Armstrong leading cyclists down a rain-slicked road and onto a muddy trail in the woods. The Lune’s song “The Hook” has what copywriter Simon Mainwaring describes as a “back-country, almost Deliverance, banjo-esque, oom-pah-pah, circus, thigh-slapping feel.” It was rescued from obscurity by Wieden broadcast librarian Eric Johnson. To boot, it includes some yelling, which Mainwaring says happened to fall during the climactic sequence, when Armstrong’s last competitors tumble down an extremely steep slope. “Lance has been portrayed as an amazing cancer survivor,” says Mainwaring. “We’re showing there’s a lighter side to him.”