New Campaigns

Client: San Antonio Economic Development Foundation Agency: Anderson Advertising, San Antonio Creative Director: Stan McElrath Art Directors: Margaret Mitchell, Amelia Cruz Copywriter: Dirk Ronk SBC Communications likes San Antonio's "access to growing markets from Texas to California and [the] close connections to Mexico." Pratt & Whitney, a jet engine manufacturer, was attracted to the city's "extensive aviation facilities and highly skilled workforce." Both companies call the Alamo City home and are just a few of the firms inked by the city's economic development foundation for a new advertising campaign encouraging corporate relocations. The ads profile each company's reasons for choosing to locate in San Antonio. Six print ads will be placed in economic development trade publications targeting corporate real estate executives and site selectors, according to the foundation. "The ad messages are concise and to the point. They showcase San Antonio success stories and highlight the competitive advantages our city offers," said foundation chairman Louis Brill. Each ad includes a headline that links a pair of otherwise unrelated companies. "Chips & Salsa," for instance, features Sony's semiconductor division and Pace Foods. "Safe & Sound" brings together Takata Seat Belts and SBC. - Glen Fest Client: Cornerstone Home & Hardware, Austin, Texas Agency: Makos, Austin Creative Director/Art Director: Sean McKenna Graphic Designer: Shane Weaver Copywriter: Todd Alley Producer: Mary Ellen Farrar The megastore concept is all the rage in the home improvement sector, but there are still those who prefer the small neighborhood place where they can find a more selective inventory of products and ideas. Cornerstone hopes to carve out a niche in that category through its first radio, print and direct mail campaign from Makos. According to the agency, the ads target "cultural creative" consumers who want a hardware store and access to unique home furnishings under one roof. With the tagline, "Hardware doesn't have to be hard," Cornerstone is after a range of customers, from those who are probably more knowledgeable than sales clerks in large home improvement marts to people who simply get lost in those cavernous aisles. The client is also after an audience that may be looking for more specialized items like martini glasses and galvanized flower buckets, along with a hammer and nails. The print campaign runs this month in the Austin American-Statesman and other Austin-area publications. A 60-second radio commercial airing locally features, in the words of the agency, "the hardware-is-nirvana rantings of a hard-core hardware shopper." The direct mail portion of the campaign began last week, according to the shop. In addition to developing advertising and direct mail, Makos handles media planning and buying for the client, which hired the agency in April after a brief review process. - G.F. Client: Palmer Drug Abuse Program, San Antonio Agency: The Thompson Agency, San Antonio Art Director: James Howe Copywriter/Director: Dirk Mitchell Producer: Mary Ellen Farrar Family album-style photographs paired with a simple version of "Amazing Grace" may not seem like elements of a television spot destined to reach today's information-overloaded teens. But two pro bono commercials for the Palmer Drug Abuse Program (PDAP) aim to do just that. Airing in San Antonio, the 30-second ads tell the stories of Patricia Frye and Jennifer Daxon - teenagers who became drug addicts at 14 and 13, respectively, before getting help from Palmer. The spots intersperse photos of each with their stories told via on-screen text: "Jennifer Daxon . . . 2nd baseman, age 10 . . . drill team member, age 12 . . . drug abuser, age 13 . . . Palmer Drug Abuse Program, age 17 . . . aspiring dancer, age 18." The second spot tells Frye's story - beginning with violin lessons when she was 7 - and culminating with her becoming a PDAP counselor at 35. The commercial ends on the straightforward observation, "We know what you're going through, because we went through it." The agency plans to extend the advertising campaign to newspaper, radio and billboard in the near future. PDAP, founded in 1972, relies heavily on corporate and individual donors to reach its $300,000 annual operations budget. - Steve Krajewski

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