New Campaigns

Client: Scandinavian Airlines, Lyndhurst, N.J. Agency: Mason & Madison, New Haven, Conn. Creative Director/Copywriter: Mary Gatzemeyer Art Director: Jeffrey Wright Producer: Kim Mohan
To introduce Scandinavian Airlines’ new flights from Chicago to various cities in Scandinavia, Mason & Madison uses an object familiar to most denizens of the Windy City: a basketball.
One commercial from the television and print campaign that broke two weeks ago features a basketball player dribbling a ball and launching it into the air. Soaring far past the basket, the ball continues to fly through the air until it turns into a snowball, which is eventually caught by a warmly clad Scandinavian.
The target audience, according to agency representatives, is business travelers and travel agents. The tagline: “No one flies to Scandinavia like Scandinavian Airlines. And now, no one flies more often.”
Four 30-second spots are running on cable stations in Chicago, Los Angeles, San Francisco and Minneapolis, while four print executions are appearing in The Wall Street Journal and the Chicago Tribune. The budget was not disclosed.
–Sarah Jones
Client: Times Union, Albany, N.Y. Agency: Ingalls Advertising, Boston Creative Directors: Steve Bautista, Rob Rich Copywriter: John Simpson Art Director: Wade Devers Producer: Jeannie Priest Production Co.: Reelworks, Minneapolis Director: Bruce McFarlan
What’s in it for you?” That’s the tagline Ingalls Advertising has unveiled in its first multimedia branding campaign for the Times Union, an Albany, N.Y.-area newspaper that tapped the Boston agency for creative chores earlier this year. Ingalls had previously worked on an unusual campaign for The Boston Globe that featured talking newspaper boxes. The agency’s approach in a trio of animated 30-second spots for the Times Union is less radical, but still unconventional for the category. The cartoon commercials chronicle the reading habits of a young, opinionated upstate New York couple who discuss various Times Union stories, including such topics as thong bathing suits, feminism, Cuban defectors and Hillary Clinton.
“We found the newspaper helps ground people’s lives, giving them order on a wide range of topics,” said Ingalls creative director Steve Bautista. The budget was not disclosed, but is believed to be in the low-seven-figure range. Placement is being handled in-house. –David Gianatasio
Client: History Channel (A&E Networks), New York Agency: Smash, Boston Creative Directors: Linda Button, Rick Beyer Art Directors: Kevin Grady, R. Spencer, Bob Hoffmann Copywriters: Rick Beyer, Jon Svetsky
A consumer and trade magazine effort for the History Channel fuses disparate icons from the past and present, such as a pharaoh and an astronaut, into cohesive images that span the ages.
“Everybody’s talking about the millennium. This is what the History Channel is all about every day,” said Rick Beyer, creative director of Smash in Boston, which crafted the campaign. “You see the ads and get the idea right away. There is a relevance [in history] to what’s happening today.” Consumer ads, which have broken in Time magazine and elsewhere, use the theme, “The official network of every millennium.” A large diorama juxtaposing ancient Greek athletes and modern Olympian Jesse Owens has been erected at Madison Square Garden. A 30-second TV spot is set to air nationwide in January.
International trade ads avoid the consumer theme but retain the time-spanning images. They also urge broadcast outlets to “Imagine what we can create together” by airing History Channel programming.
The campaign will likely run through the millennium, Beyer said. Horizon Media in New York handles media buying chores. The budget was not disclosed, but the client has spent more than $9 million total on ads this year, according to Competitive Media Reporting. –David Gianatasio