Heater Helps Rev Up Videre Campaign

BOSTON Bill Heater, a New England advertising legend who helmed some of Hill, Holliday’s best-known campaigns in the 1980s and ’90s, returns to the scene for independent Manasian Inc.’s upcoming campaign for Videre Conferencing.

The work launches Feb. 11 and includes radio spots as well as print iterations in The Boston Globe and elsewhere. Spending was not disclosed.

Print uses simple but sleek art direction and asks: “If video conferencing were the same as meeting in person, why wouldn’t you do it? If you really felt like you were there? If you could see every raised eyebrow. Every detail. In real time. In high-def. Why wouldn’t you?”

Ultimately, the ads position Videre as providing, “The high-def business meeting.”

Heater penned the spots as a freelancer and also provides radio voiceovers. Karyn Goba, Manasian’s cd, oversaw the effort.

“Bill and I are great friends going back many years from our two stints together at Hill, Holliday. Once in a while I get him to work on a campaign for us,” said Jean Manasian, president of the independent shop in Waltham, Mass.

Heater’s career stretches from the dawn of personal computing, when spots he crafted with art director Don Easdon at Boston’s Hill, Holliday for Wang Labs helped launch the shop into the national spotlight. The Heater/Easdon team also worked on award-winning campaigns for John Hancock and Nissan’s Infiniti. (Heater voiced a memorable series of Hancock TV spots and even appeared in one ad with his infant daughter.)