New Campaigns

Client: Nintendo of America, Redmond, Wash.
Agency: Leo Burnett, Chicago
Creative Director: Ned Crowley
Art Director: Victor LaPorte
Copywriter: Scott English
Producer: Angie Lau Music: Asche & Spencer, Minneapolis
Director: Kevin Donovan, Bedford Falls, Los Angeles
It’s difficult to convey the 3-D graphics of Nintendo 64 games through a television screen, so four new 60-second spots from Leo Burnett try to capture the playing experience through an exhilarating, fast-paced ride. The spots, airing from Oct. 27 through Dec. 7, are tagged, “Getor get out.” “There’s no question that Nintendo’s brand has always been cool and the one to own,” said Scott English, Burnett associate creative director and copywriter for the spots. “Our creative approach behind the campaign reflects that must-have quality combined with an edgier feel.” One spot offers quick glimpses into the worlds of the GoldenEye 007 and Turok: Dinosaur Hunter games. For younger players, there’s a spot touting Star Fox 64 and Mario Kart 64. The two others target armchair quarterbacks with samples of Madden 64 and other sports titles. –Scott Hume

Client: Adidas, Herzogenaurach, Germany
Agency: Leagas Delaney, London
Creative Director/Copywriter: Tim Delaney
Art Director: Warren Eakins
Director: Floria Sigismondi
Leagas Delaney features 18-year-old NBA phenomenon Kobe Bryant in a new global campaign that pits the young basketball player against menacing, surreal characters meant to represent the pressures of superstardom. In a 60-second TV spot, Bryant is alone on a darkened court shooting baskets as he is confronted by unkind whispers of doubt, such as “So, you think you got it made?” and “This kid’s playing in the NBA?” A confident Bryant quiets the naysayers as he makes the shot and then delivers his message: “Just believe in yourself.” His philosophy is also echoed in a print campaign. The magazine ads use the same strategy as the TV work, but the formidable doubts are illustrated through haunting, translucent layers of type that hover around Bryant. Adidas considers the young star–who skipped college to play as a pro–as its hottest marketing commodity. While Bryant has appeared once before in an Adidas campaign, this is the most elaborate advertising created specifically around him. –Noreen O’Leary

Client: Spalding Sports Worldwide, Chicopee, Mass.
Agency: Hill, Holliday, Connors, Cosmopulos, Boston
Creative Directors: Mike Sheehan, Dave Gardiner
Art Directors: Bill Murphy, Tim Foley
Copywriters: Fred Bertino, Marty Donahue
Producers: Greg Roman, Deb Martin
Golf enthusiasts will get the most out of Hill, Holliday, Connors, Cosmopulos’ new ads for Spalding’s Top-Flite division. Three TV spots, which broke earlier this month, tout the latest Spalding products: the Fairway Woods golf club, the Intimidator 400 driver and the Aero ball. Golf legend Lee Trevino appears as the spokesman and designer of the two new clubs. In two spots, Trevino strolls along the fairway hitting balls as he describes one club’s assets. “The average golfer finds [hitting on grass] an incredibly difficult shot,” said art director Bill Murphy. “The main asset of this new club is that it will get the height off the ball.” A third spot features high-tech graphics tracing the Aero’s path, revealing how the new teardrop-shaped dimples create a ball with “soft feel and spectacular distance.” The spot ends with the voiceover: “Followed by a slow, steady upturn of the brow and lip area,” as the golfer smiles. “We wanted to show you exactly what happens from the time you make contact to when it rolls up onto the green,” said copywriter Marty Donahue. –Sarah Jones