LETTERS


Emmy’s Favorite Ad
I couldn’t agree more with Barbara Lippert about Apple’s TV spot winning an Emmy [Critique, Sept. 7]. TBWA/Chiat/Day has obviously done some great work over the years and is doing some of the best stuff out there right now. But if slapping the Apple logo over pictures of the world’s most famous geniuses means the work is great, then I’m going to put a picture of Leonardo da Vinci on my rƒsumƒ and send it right over. Wish me luck.
Jack McGoldrick
Copywriter
Grey Advertising,
New York

A hearty welcome back from one of the many Adweek readers who missed Barbara Lippert and her (usually) dead-on critiques. Her latest Apple review [Sept. 7] is a tour de force, which echoes my question for Lee Clow at last year’s Adweek seminar, “Where’s the big idea?” Unfortunately, a flu sidelined his appearance, so I’ve been waiting for someone to raise the question in a forum where we might actually get a response.
While I admire much of the work created under Clow’s tutelage, I struggle with the Apple campaign. It looks like advertising for the Image Bank and the idea is too thin for a student portfolio. I don’t even like the outdoor, and I lived in the Soviet Union when Lenin’s face was plastered everywhere.
Keep on thinking different ly.
Andy Dumaine
Creative director
The Campbell Group,
Baltimore
Car Trouble
I couldn’t help but laugh at the high anxiety and the territorial defense exhibited by Deutsch, Arnold Communications and Fallon McElligott regarding their great identical car advertising ideas [Adweek, Aug. 24].
The truth is, many car commercials look the same and seldom make us rush to the showrooms; after all, we are bombarded with hundreds of them every day. If I had to list the similar car spots I’ve watched in the last
10 years in the U.S. and overseas, it would fill up this magazine. These ads show that no matter what, there will always be creatives who are imitators, borrowers or just plain lazy.
Creativity alone will not sell a product, and it doesn’t matter who came up with the idea first. The real creative challenge of pitching products and services is through relationship marketing, information-based marketing and e-commerce.
Ilan Geva
Vice president, creative director
Gage Marketing Group,
Minneapolis

For the Record
In Best Spots [Sept. 21], the art director of the Trojan Shared Sensation ad is Chris Harden of Bates USA in New York. For the Valvoline spot, the chief creative officer is Lee Garfinkel of Lowe & Partners/SMS in New York.

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