New Campaigns

Client: Ameritas Life Insurance Corp., Lincoln, Neb. Agency: Hadeler Sullivan & Law, Dallas Creative Director/Copywriter: Stuart Feigley Art Director: Richard LeBlanc Photographer: Michael Haskins Carrying a three-tiered message of expertise, service excellence and plan flexibility, a new campaign for Ameritas' dental health coverage has been launched across the country in the insurance company's markets. Targeted at independent insurance agents and human resource officials, the ads are themed "The Dental Health Experts." Three print executions are being placed in trade publications, utilizing inventive toothbrush artwork and copy to stress the client's message of knowledge and quality. "We jumped on the opportunity to say what no other dental insurance provider is saying," said account team director Tracy Gray. "Ameritas has been focusing on dental coverage for more than 30 years, and its success was the driving force behind the creative's new positioning." In an ad focusing on the company's customer service commitment, for example, five toothbrushes are molded into five stars. The campaign for Ameritas, a six-year client of HS&L, will continue throughout 1998. --Glen Fest Client: Internet America, Dallas Agency: Joiner Rowland Serio, Dallas Creative Director: Robert Joiner Art Director/Copywriter: Peter Wood Director: Norry Niven Despite gloomy industry outlooks for independent Net service providers, Internet America is not ready to surrender the World Wide Web access market entirely to America Online and the telecommunications giants just yet. The firm bowed a new campaign in its primary market of Dallas/Fort Worth, with a future scheduled breakout in the Houston area. Headlining the campaign is a 60-second TV spot serving a dual imaging/direct purpose: selling the client's high-speed, reliable access and technical assistance. "All across America, people are setting out on the information highway," a voiceover says. "But just like any journey, you want to take the fastest route." The ad showcases a family taking a freeway journey in their car, taking in the sights of America while images of Internet pages flash in the background. Numerous times they pass a highway sign in the roadway, carrying the "Internet America" logo. The tagline is: "It's the fastest way to the future, and anywhere else you might want to go." Joiner was awarded the account last October, after a review of agencies with direct response TV experience. The effort represents a departure for the client, which previously utilized late-night, 30-minute infomercials to help build up its base of 39,000 D/FW subscribers. --G.F. Client: ComWell Health Systems, Dallas Agency: Coffee Black Advertising, Dallas Creative Director/Art Director: Troy Scillian Creative Director/Copywriter: Jim Sykora While most workers in downtown Dallas would not mind taking three or four hours off from work to see the doctor near their suburban homes, many cannot spare that kind of time. The solution? How about a local clinic, perhaps even one downstairs from the office? Busy, high-end clientele are who Coffee Black Advertising are targeting in a new print campaign for the ComWell Health Systems clinic located in the Plaza of the America's building. Print ads touting the facility have appeared in various local publications, including The Dallas Business Journal. Fliers and posters are also part of the mix, according to the agency. "Our efforts for ComWell revolve around reminding people who work in the area that the clinic can help them perform better at their jobs, from preventing the flu, relieving pains, [and] checking out weekend injuries, all without sacrificing a lot of time," said agency principal Jim Sykora. The client's faster service through automated patient record re-trieval and billing are touted, as are an online appointment and patient history page debuting soon. The latter allows new patients to fill out forms from their offices via the World Wide Web. ComWell has only one location, but plans to expand the concept in the near future. --G.F.

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New Campaigns

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