New Campaigns

Client: Nokia (U.S. mobile phone division), Dallas
Agency: The Richards Group, Dallas
Creative Director: Gary Gibson
Copywriters: Gregg Steward, Kevin Paetzel, Mike Fisher
Art Directors: Lee Coleman, Mike Gustafson
The Richards Group throws its hat into the cluttered cellular phone category with ads that let the product speak for itself. The agency’s print and outdoor work for Nokia leaves high-tech jargon behind, focusing instead on aesthetics and product design. One version features a beauty shot of a brushed aluminum Nokia handset next to the headline, “Ten years from now, people will still say ‘cool phone.’ ” Brief body copy explains that the client’s phones come with a built-in owner’s manual and easy-to-read displays. Another ad addresses the fears of technophobes whose VCR clocks continually flash 12:00, noting, “If it’s hard to program, most people won’t.” Model Nikki Taylor pops up in a copy-free ad, with a Nokia phone appearing in outline form on her tanned midriff. The tagline on each ad is: “Connecting people.” Print ads are appearing in consumer magazines like Rolling Stone and Glamour. Outdoor boards began going up recently in major markets including Dallas. –Steve Krajewski

Client: Motorola (paging product group), Boynton Beach, Fla.
Agency: KWGC Advertising & Design, Dallas
Creative Director: Kay Williams
Copywriter: Charles Coursey
Art Director: Patrick Sandlin
Photographer: Dennis Murphy
In an ongoing national print campaign for Motorola, KWGC urges consumers in the market for a pager to “Break the leash.” A series of trade print ads and posters features dogs dressed in human clothing and posed in situations that reflect the activities of target audiences for three of the client’s pagers. The ads for the Jazz, Digitz and Express Xtra FLX models feature canines decked out in rollerblading attire, in casual clothes on a coffeehouse couch and in dresses and vests at a jazz club. Headlines such as “We’d lead a dog’s life without it” support the theme. Copy in some executions drives home product features ranging from removable clips and multiple colors to 16-message storage capacity and a memory that can be upgraded. Agency vice president Carolyn Cole said the shop also developed computer screen savers, brochures and statement stuffers to support the print push. The campaign, launched earlier this year, will run through 1998. –S.K.

Client: ARKids First, Little Rock, Ark.
Agency: The Communications Group, Little Rock
Creative Director/Copywriter: Neal Moore
Art Director: Dana Rogers
Photographer: Lloyd Litsey
Video Production: Dempsey Film Group, Little Rock
A creative approach that favors hard facts over a hard sell has the phones ringing at the Arkansas Department of Human Services. The Communications Group employs television, radio and print advertising to educate the public on a new state-sponsored health insurance program for children dubbed ARKids First by Gov. Mike Huckabee. One television commercial features simple quick-cut shots of children as a voiceover explains that more than 100,000 Arkansas youths are currently without health insurance coverage. Subsequent graphics explain that a family of four earning less than $32,100 a year could qualify for the program, which is aimed at workers who may not meet income qualifications for Medicaid but are also unable to afford company insurance premiums. The commercials end with a toll-free number for more information and the tagline, “Insuring our children and our future.” According to the agency, the campaign has generated close to 19,000 calls in the first 90 days, with more than 6,000 children already enrolled in the program. The agency won the account after a review of seven local shops. It developed the advertising campaign in 60 days to meet a Sept. 11 launch. –S.K.