New Campaigns

Client: Danner Boots, Portland, Ore. Agency: Sasquatch Advertising, Portland Creative Directors: Greg Eiden, Tim Parker Copywriter: Greg Eiden Art Director: Tim Parker
Danner Boots spoofs anatomy charts to highlight the comfort and durability of its hiking, hunting and uniform models in its latest print campaign from Sasquatch Advertising.
One ad features an illustration of the human heart. Copy reads: “Every year, dozens of hunters suffer heart attacks when they spot a buck,” followed by the kicker: “At least their feet will be warm, dry and comfortable.” Further text describes the boots’ features and provides a toll-free number and Web site address.
A second ad centers on a rendering of the entire human muscular system. Copy for the back reads, “Pain from carrying a backpack.” For the leg: “Pain from hiking 16 miles.” And, finally, for the rear end: “Pain from knowing you bought the wrong boots.”
Both ads are tagged, “Because your feet are only human.” They are running in national outdoor magazines. –Teresa Buyikian
Client: K.T.’s Kitchens, Carson, Calif. Agency: Horlick Levin Advertising, Los Angeles Creative Director/Art Director: Kathye Hicks Copywriter: Jackie Horlick Producer: Tim Patterson Director/Live Action: Tim Patterson Animation: Playhouse Productions, Hollywood, Calif.
An animated TV spot starring a dog rapper named KT and his hip friends, Shaggy, Gonzo and Spike, launches a new frozen pizza product marketed exclusively for kids.
The 30-second spot from Horlick Levin supports KT’s Power Dogz Pizza, now available in Southern California supermarkets. Backed by an energetic rap beat, KT barks: “My name is KT. Leader of the pack. Here’s Power Dogz. Right on track.” He then introduces his friends, who represent the various Power Dogz pizzas, scampering about the Power Dogz factory.
The spot is airing for 13 weeks on seven stations in the Los Angeles and San Diego markets and on Fox Kids Network, Nickelodeon, Fox Family Channel and the Cartoon Network. Radio ads broke last week. The agency won the estimated $1 million launch assignment from K.T.’s Kitchens earlier this year. –Angela Dawson
Client: Weight Watchers Frozen Foods, Pittsburgh Agency: DDB Needham, San Francisco Creative Director: Ken Dudwick Art Director: Dennis McVey Copywriter: Christy Anderson Producer: Vince Genovese A beautiful, lithe woman in a short stoplight-red dress stars in DDB Needham’s first TV work for Weight Watchers’ Smart Ones frozen entrƒes. The 30-second spot, which broke on national TV earlier this month, shows the woman twirling, smiling, tossing her hair and admiring her figure in front of a full-length mirror, all set to the Chris DeBurgh song “Lady in Red.”
The spot also includes shots of the three new Smart Ones entrƒes: Lemon Herb Chicken Piccata; Angel Hair Pasta; and Creamy Rigatoni with Broccoli & Chicken. The campaign’s red theme, which extends to the tagline, “Make red your color,” trumpets Smart Ones’ newly revamped packaging, including the red box.
The TV campaign is part of this year’s $10 million commitment by Weight Watchers’ parent company, H.J. Heinz Co., to reposition the brand and support the line’s makeover with advertising and marketing that will continue at least until the end of the year. –Jane Irene Kelly