John Stein, 42, and Jean Robaire, 36, didn’t set out to define creative style for the 1990s, but that’s what many say they’ve done with such work as Ikea’s ‘TV Man,’ who lectures viewers about their home furnishings with his nose pressed up to the television screen; and the Museum of Contemporary Art’s ‘T.V. Dinner,’ where a soggy, tin-trayed meal serves up the message that art helps beat the monotony of life. The Stein Robaire Helm/L.A. co-principals and co-creative directors say their intent is to create advertising that plays up a single, big idea, executed impeccably for all it’s worth. And that desire, coupled with some budget-minded clients, has resulted in a range of work well suited to the emerging no-pretense value system of the decade. ‘Most people don’t like advertising messages,’ says Kirk Citron, president of Citron Haligman & Bedecarre/S.F. ‘Their work speaks to people in a way that’s a little more conversational and natural.’
Copyright Adweek L.P. (1993)