Creative Briefs

Then & NowThe Boys Are Back

Their faces have been synonymous with Pep Boys since the 1920s. This year, The Richards Group in Dallas aims to reveal a little more of founders Manny, Moe and Jack—their personalities.

The shop centered its first campaign for the $40 million account on talking versions of the Philly mechanics, whose original $800 investment is now a $2.4 billion company.

Richards’ creatives gathered biographical details on Emanuel “Manny” Rosenfeld, Maurice “Moe” Strauss and Graham “Jack” Jackson, and interviewed longtime company executives. The agency first created broad personality types, then basic facial expressions and dialogue for the familiar sketched faces. In the spots, which broke last week on cable and radio, the guys pop up and observe people in everyday situations, such as changing a flat tire or napping on a couch.

Manny is curious, says creative director and copywriter Chuck Schil ler. Moe is funny, and Jack is ever-practical, plugging Pep Boys’ benefits. “It’s accurate, but not factual,” Schiller says. “We’re not trying to be The History Channel.”

If it were real history, the Pep Boys would be known as Manny, Moe and Izzy. When Moe’s brother Isaac “Izzy” Strauss joined Pep Boys, the company replaced Jack’s face with Izzy’s but kept the name Jack.

Effies Names Winners

NEW YORK—Leo Burnett will take home the most Effie awards at the American Marketing Association’s annual gala honoring effectiveness in advertising.

Leo Burnett earned 11 Effies for campaigns for Altoids (which gets two awards), Disney Cruise Line, Nutri-Grain, Morningstar Farms, Nintendo Con ker’s BFD, Tampax Compak, Pola roid i-Zone, Heinz ketchup, Handspring Visor and the U.S. Army.

Young & Rubicam gets nine awards, for campaigns from its New York office for Pella, Sony Xplod and Wega, 7UP, V8 Splash, Campbell’s Chunky Soup (which wins two), Pepperidge Farms and NASCAR.

The Grand Effie winner for the past three years, TBWA\Chiat\Day, wins seven Effies: two for Apple (the 2000 Grand winner) and one each for Levi’s, Earthlink, the Museum of Contemporary Art in Los Angeles, New York City Public Schools and Nissan, which got the Grandy last year.

Arnold, Boston, also gets seven awards: three for Volks wagen and one each for Royal Carib bean, Citizens Bank, Monster and Titleist. McCann-Erickson earned one each for Vaseline Intensive Care, Kohls, Band-Aid, Paxil, Rid-X, Master Card and Sprint.

The winner of the Grand Effie will be revealed at the awards ceremony, in New York on June 5.

Effies Names Winners Kelly Narrows the List If the Suit Fits ‘Miracle’ at the Addys

Carmichael Lynch tops The Kelly Awards’ list of 25 finalists competing for the $100,000 Grand Prize. Both clients and agency executives judge the Magazine Publishers of America-sponsored awards, which honor magazine campaigns. The Minne apolis agency qualified with two entries for Harley-Davidson and one each for American Stan dard, Gibson Guitars and Porsche. Arnold, Boston, has two submissions for Volkswagen, one for Boeri Helmets and two for the American Legacy Foundation, an account it shares with Crispin Porter + Bogusky, Miami. Wie den + Ken nedy, Portland, Ore., qualified with three Nike submissions. Rounding out the list are Bartle Bogle Hegarty, New York; Blattner Brunner, Pittsburgh; DDB, Dallas; DeVito/Verdi, New York; GSD&M, Aus tin, Texas; Leo Burnett, Chicago; Martin/Wil li ams, Minneapolis; Merk ley Newman Harty & Partners, New York; Peter son Milla Hooks, Minne apolis; and TBWA\Chiat\Day, Playa del Rey, Calif. The awards take place May 14 in New York.

Marion Williams, a pastor at the Friendship Baptist Church in Augus ta, Ga., never had any highfalutin ideas about starring in commercials. That is, until he was singled out by a casting crew as he left a K&G clothing store in Atlanta in February. Red Ball Tiger, a boutique agency in San Francisco, hired the crew to interview shoppers about their purchases at the discount clothing chain. Thirty-two shoppers are now appearing in eight K&G commercials, says Bob Ravasio, managing director at Red Ball Tiger. The spots broke last week in the South and Northeast. Williams, who says he initially thought it was all a joke, is on air talking about his four-button suit: “Now, I don’t know how they do their pricing. I’m just glad they price it the way they do. Amen on that!”

BBDO New York topped the District Two Addy Awards, winning 37 Addys—the most in District Two history—including 18 golds. Its “New York Miracle” campaign for the City of New York’s Office of the Mayor took Best of Show in the TV cate gory. Bozell, New York, won Best of Show in the print category for its post-Sept. 11 New York Times campaign that shows subtly updated Norman Rock well illustrations. The American Advertising Federation sponsors the Addys. District Two is Connecticut, Dela ware, Mary land, New Jersey, New York, Pennsylvania and the District of Columbia.