New Campaigns

Client: Rite Aid Corp., Camp Hill, Pa.
Agency: Marc Advertising, Pittsburgh Chief
Creative Officer: Ed Fine
Creative Directors: Tony Jaffe Sr., Holly Humphrey, John Swisher
Director: Marcus Stevens for Bedford Falls, Santa Monica, Calif.
Continuing its “Solutions” campaign for Rite Aid, Marc Advertising has launched a 30-second TV spot heralding the expanded selection of greeting cards at the drugstore chain. The spot shows a young woman who is reunited with her estranged sister after sending her an American Greetings card she finds at Rite Aid. “Rite Aid has cards for things I didn’t even know they made cards for–like getting your sister back,” the woman says in a voiceover. Beth Kaplan, Rite Aid’s executive vice president for marketing, said the spot was a response to research showing women are finding it increasingly difficult to nurture relationships in their busy lives. –Scott Hume

Client: Interstate Bakeries Corp., Kansas City, Mo.
Agency: Campbell Mithun Esty, Minneapolis Executive
Creative Director: Jim Bosha Associate
Creative Director/Copywriter: Neill Rogers
Art Director: Hank Champion
Executive Producer: Renee Calder
Director: Adam Massey
Interstate Bakeries’ first campaign for Dolly Madison snacks in several years targets youngsters. In the new 30-second spot, a mountain climber struggles against a howling wind as he navigates a steep cliff. But a sneaker-clad Gen Xer surprises the climber, literally walking up the rock face, proclaiming, “Whoa, nice view.” The slacker tosses a Dolly Madison Gem donut into his mouth, and continues to the top. The spot closes with the two climbers meeting at the top of the mountain, and the slacker saying through a mouthful of doughnuts, “Hey, I know you.” The campaign is tagged, “Dolly Madison is good to go.” –Aaron Baar