New Campaigns

Client: Paddington Corp., Fort Lee, N.J. Agency: Mullen, Wenham, Mass. Creative Director: Andrew Lewis Art Director: Mary Rich Copywriter: Dave Swartz Photographers: Matthew Rolston and Craig Cutler Body Painter: Joanne Gair A woman painted red with strategically placed orange peels covering her body parts is at the heart of Mullen's latest effort for Campari. The $4 million billboard campaign broke last week in New York, Chicago, San Francisco and Miami. Targeting the young, sophisticated urban crowd, the ads position the crimson-colored aperitif as "distinct, stylish and mixable," according to agency officials. One execution shows a bright-red woman wrapped in an orange peel. Another ad features a red woman with her back to the camera, peering coyly over her shoulder and using a slice of orange as both a cover-up and a fan. "I don't know if anyone will believe me, but we truly weren't trying to shock anyone," said creative director Andrew Lewis. "We're trying to contemporize the brand in an interesting way and make it relevant to the people we think would drink Campari. The brand's unmistakable and alluring qualities are literally embodied in the images." Since the late 19th century, Campari has created colorful posters with straightforward, visually arresting images, which the agency tried to continue in this campaign, according to Lewis. "We can't ignore the name and its history, and pretend that it came from a Budweiser point of view." Mullen commissioned fashion photographer Matthew Rolston, known for his work for the recent Gap TV spot titled "Khakis Swing," and body painter Joanne Gair, who painted a nude Demi Moore for the cover of Vanity Fair. The Wenham, Mass., agency also handles advertising for other brands distributed by UDV North America, including Romana Sambuca, Appleton Rum and Coruba Rum. --Sarah Jones Client: Saint Francis Care, Hartford, Conn. Agency: O'Neal & Prelle, Hartford, Conn. Creative Director/Copywriter: Richard Gamer Art Director: Robin Hall Producer: Mark Benjamin Director: Mako Hirano The human touch reigns supreme in a new campaign for Saint Francis Care hospitals. Created by O'Neal & Prelle, a trio of 30-second spots use real-life cases to focus on three different age groups: a baby born prematurely, a young bride with cancer and baby boomers grappling with open-heart surgery. The tagline: "Caring hearts. Healing hands." One spot shows a woman in a wheelchair. This, the voiceover explains, is Mary Duffy, a cancer patient who was treated with a "leading-edge technique . . . [that] reduced her discomfort and recovery time." But Mary was still anxious to get on with her life because of her impending nuptials, so the staff arranged a wedding ceremony in the hospital. "Many people perceive [staying in a hospital] as a frightening experience," said art director Robin Hall. "We wanted to turn it into something a little more reassuring, friendly and confidence-inspiring." Saint Francis competes with Hartford Hospital, which had created a campaign that used scare tactics such as a jogger having a heart attack and a woman having premature labor pains to demonstrate the importance of choosing a hospital before an emergency. "That," said Hall, "is not where we wanted to be." The commercials, which are being supported by print ads running in Connecticut Magazine and The Hartford Courant, are running in Greater Hartford through November. Media spending was not disclosed. --Sarah Jones

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