New Campaigns

Client: Domino’s Pizza, Ann Arbor, Mich.
Agency: Campbell Mithun Esty, Minneapolis
Executive Creative Director: John Hurst
Creative Director: Rob Wallace
Copywriter: Reid Holmes
Art Director: Clark Tate
Agency Producer: Evan Petty
Director: Jeff Gorman
The problem with delivered pizza is that by the time it arrives, it’s no longer fresh and crispy. Domino’s thinks it has solved the problem with a new, high-tech Heat Wave delivery bag that contains a plastic heating element.
The first of two new TV spots supports the technology by lampooning a fictional pizza chain’s outlandish alternative, the “Oven Car 2000.” The car is equipped with pizza ovens to ensure fresh, hot delivery, but it overheats, eventually delivering the driver and the food burnt and smoking. Domino’s Heat Wave bag is like a portable oven, but a better alternative, according to the voiceover. Another spot, “Kitchen Delivery,” continues the theme. The attempts to keep the pizza fresh see the fictional chain sending an entire crew, plus ovens, to a woman’s kitchen to cook on-site, with disastrous results. Both spots continue the tag, “Delivering a million smiles a day.” –Aaron Baar

Client: Longs Drug Stores, Walnut Creek, Calif.
Agency: W.B. Doner & Co., Southfield, Mich.
Creative Director: Dave Michalak
Copywriter: Jeff Walker
Art Director: Gary Gottschalk
Producer: Connie Calhoun-Bosley
Director: Frank Tammariello
Production Company: Concrete West Inc., Dallas
W.B. Doner & Co. plays up the neighborly 60-year relationship Longs Drug Stores has developed with its customers in a new campaign for the retailer. The three 30-second TV spots and three 15-second derivatives broke late last month in major California, Colorado and Nevada markets.
The campaign centers on the emotional side of the consumer-retailer relationship. In the spots, an “average guy” in his mid-30s is seen asking his neighbors various pharmacy-type questions. He knocks on the window of one neighbor’s house and asks, “Can I drop off my film here?” In another, he interrupts a neighbor working on his car with the query, “Is it wrong for a man to use a woman’s hair care product?”
Finally, he enters his neighborhood Longs drug store. “Do you have a question? Ask a neighbor,” says the voiceover. “Just make sure it is the right neighbor. Longs Drugs. The one you’ve trusted for 60 years.”
–Tanya Gazdik