New Campaigns

Client: Shindaiwa, Tualatin, Ore.
Agency: Moffatt/Rosenthal Advertising, Portland, Ore.
Creative Director: Rob Rosenthal
Copywriter: Carl VanderZanden
Art Director: Mike Ferrer
Photographer: Mark Epsen
Moffatt/Rosenthal’s new branding campaign for Shindaiwa takes a humorous look at how professional landscapers feel about reliable equipment. The first of two print ads shows a landscaper’s truck with a Shindaiwa trimmer sitting in the passenger seat. A dog sits at the back of the truck, dejectedly staring away from the trimmer that has usurped his position. The headline reads, “Shindaiwa power equipment. Arguably the most faithful thing you’ll ever own.”
The second ad shows a hearse with a funeral procession of landscaper trucks following it through a grassy field. The line of trucks stretches far into the distance, with darkening and gloomy skies overhead. The text reads, “It’s a cold, dark day when a Shindaiwa finally quits.” The new tagline is, “First to start. Last to quit.”
Consumer research showed that reliability is the No. 1 trait that landscapers look for when buying equipment, according to agency executives.
The $300,000 branding campaign broke this month. Ads will run as full- and half-page spreads in landscape equipment trade publications throughout the rest of the year. The photography will also be used in point-of-purchase displays. –Gregory Turner

Client: Electronic Arts, San Mateo, Calif.
Agency: Odiorne Wilde Narraway & Partners, San Francisco
Creative Director/Copywriter: Jeff Odiorne
Art Director: Mike Lewis
Cyber Barry,” Electronic Arts’ animated incarnation of Detroit Lions star Barry Sanders, hits the field in a new 30-second TV spot for EA’s latest video game offering, Madden NFL 99.
The spot shows Cyber Barry, the game’s computer-animated running back, tearing up the turf on a field filled with real players. The grim-faced Sanders successfully avoids tackles and weaves his way to the end zone, all to the groove of the K.C. & The Sunshine Band disco classic “Shake Your Booty.” The voiceover says, “If it’s in the game, it’s in the game.” The tagline is, “EA Sports. It’s in the game.”
The campaign, which is supported by an estimated $5-7 million in media spending, broke Sunday during coverage of the National Football League on network and cable stations. The spot was created by EA’s longtime agency, Odiorne Wilde Narraway & Partners in San Francisco, and will air through the Christmas season. It was launched this month to compete directly with Sony Computer Entertainment America’s campaign for NFL Gameday 99, according to Andy Narraway, agency partner and president.
Sony’s ad efforts, created by TBWA Chiat/Day in Venice, Calif., are backed by an estimated $10-12 million. –Jane Irene Kelly