New Campaigns

Client: People Magazine, New York
Agency: Young & Rubicam, New York
Copywriter: Claudia Schwartz
Art Director: Marisa Acocella
Account Managing Director: Shelley Diamond
Young & Rubicam targets youngsters with funky colors and a familiar name in a print and outdoor campaign for People’s youth-oriented offspring, tagged “Really cool People.” Three ads for Teen People magazine feature faux headlines, such as “People with purple nail polish” and “Rock Star signs 30 million dollar deal, still lives with parents.” Said copywriter Claudia Schwartz: “We want to tell kids, ‘This is not your mom’s People.'” An estimated 5 million of People’s current 38 million readers are teens, a client representative said. The $5 million campaign breaks this week in Women’s Wear Daily and then extends to The New York Times, Entertainment Weekly and others. TP’s competitors will include Seventeen, YM and ‘Teen. –R.L.

Client: Equinox Fitness Clubs, New York
Agency: Anton & Partners, New York
Creative Directors: David Anton, Scott Cimock
Copywriter: David Rosen
Art Director: Scott Bassen
Producer: Marty Friedman
Director: Rob Michael Cohn
Equinox Fitness Clubs’ first TV advertising is a response to the quirky “No judgments” campaign for Crunch Fitness (which features a “loser” in a bunny suit) by DDB Needham in New York, Anton & Partners executives said. In “UFO,” one of three Anton TV spots, two alien women try to kidnap a portly businessman. He proves too heavy for their tractor beam, so they take a trim jogger instead. In “2nd Wife,” an older woman, whose husband left her for a teenager, flashes her hospitalized ex with her newly fit body, giving him a heart attack. “Rat” shows a scrawny bachelor trying to catch a rodent by getting in shape at Equinox. The ad fades away to his demonic laughter after he catches the pest. The campaign’s tagline: “Get results.” Print and outdoor ads will follow in early 1998. The campaign, backed by $1-2 million, targets “matter-of-fact, get-it-done” New Yorkers, said agency principal David Anton. Anton won the account in March. –Sloane Lucas

Client: Kraft Foods, Rye Brook, N.Y.
Agency: Grey Advertising, New York
Creative Director: Scott Kulok
Copywriter: Mary-Helen Bohen
Art Director: Marilyn Manno
Producer: Emily Evans
Director: Tim Bieber
New work for Post Cereal’s Shredded Wheat touts the versatility of the breakfast cereal as a healthy party snack. Grey’s national 30-second TV spot, “Party Mix,” which breaks today, features 20-year Post employee Roger Sawdey trumpeting the guilt-free fun of Shredded Wheat. Quick edits show him frolicking with a hula hoop and doing the limbo. The spot has no tag. “Shredded Wheat has always been associated with older people We wanted people to rethink [its] use,” said Grey creative director Scott Kulok. The brand’s sales have dipped 19.6 percent in the 52 weeks that ended Oct. 12, according to Information Resources. Kraft spent about $12 million advertising Shredded Wheat last year. –Hank Kim