New Campaigns

Client: Pepsi-Cola, New York Agency: Goodby, Silverstein & Partners, San Francisco Creative Directors: Jeff Goodby, Rich Silverstein Art Director: Rich Silverstein Copywriter: Jeff Goodby Post: Western Images, San Francisco Passion often rears its head at the least convenient and most unexpected times. Goodby, Silverstein & Partners suggests that an ice-cold bottle of noncola is just what the world needs to keep those primal urges between man and woman in check in a new TV campaign for 7Up International breaking in several countries this week. The campaign--three 60-second spots--follows the adventures of a substitute teacher at a Japanese girls' school, a window-washing couple and a young man in a college library, whose midterm cram session is distracted by the sight of young coeds in various states of undress in a nearby dormitory. The man tries to concentrate on his work but cannot ignore the sight of one woman unabashedly dressing in her window, slipping a white frock over her matching lingerie. Again, the man tries to study but is shaken when the same woman turns up in the library, sits across the table from him and smiles. The man stares helplessly at the camera, which cuts to a bright-green bottle of 7Up surrounded by ice and cold water. A voiceover delivers the tagline: "Air conditioning for a passionate world. So refreshing. 7Up." The work is Goodby's first for 7Up International, which is marketed by Pepsi-Cola. (Cadbury Schweppes owns 7Up in the U.S., where Young & Rubicam, New York, handles advertising.) Goodby won the business last fall, along with overseas creative duties for Mirinda, an orange-flavored drink, and domestic duties for Slice orange soda. --Jane Irene Kelly Client: Master Lock, Milwaukee Agency: Cramer-Krasselt, Milwaukee Creative Director: Neil Casey Art Director: Dave Hofmann Copywriter: Pat Pritchard Director: Hobby Morrison Master Lock's last significant TV advertising, a 1996 Super Bowl commercial, was dark, brooding and ominous, filled with dimly lit back alleys and dangerous-looking men. A far lighter tone carries the company's first major TV buy since the game, two 30-second spots (also airing in 15-second versions). Starting with the idea of a talking, wiseacre lock, the Cramer-Krasselt creative team of Dave Hofmann and Pat Pritchard settled on comic loudmouth Gilbert Gottfried as the lock's voice. "What, you couldn't read the sign?" he asks the thug about to swing a club at a new EX series lock that secures a fence's gate. "Nice swing, Alice," the lock scoffs. "That tickles" is the response to a pair of bolt cutters. The thief then pulls out a rifle and shoots the lock, which holds. "Nice try, ya weenie," Gottfried taunts. The second ad shows the new Corrozex no-rust lock enduring various natural assaults--rain, snow, lightning--and surviving to keep a toolbox secured in the back of a pickup truck. "We wanted to stay with the toughness [theme] but present it in a way the audience could be more passive and let it wash over them," said creative director Neil Casey. "We wanted to be amusing instead of hitting people in the nose with it." Spending for the network and cable campaign, which will use ESPN as its main outlet, is expected to exceed Master Lock's traditional expenditure of a shade more than $1 million, possibly with money built up in 1997, when no spending was recorded by Competitive Media Reporting. --Trevor Jensen

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