New Campaigns

Client: Mecklenburg Council on Adolescent Pregnancy, Charlotte, N.C.
Agency: Wray Ward Laseter, Charlotte
Executive Creative Director/Art Director: Jennifer Appleby
Copywriter: Tom Cocke
Production Manager: Sheila Dulin
Photography: Ron Chapel Studios
The ultimate form of birth control, abstinence, is the message behind a pro bono campaign by Wray Ward Laseter for the Mecklenburg Council on Adolescent Pregnancy. The agency spoke to teenagers “using their language,” said WWL executive creative director Jennifer Appleby. The poster shown here also appears as outdoor boards and bus cards. Another poster features an AIDS brochure and the headline, “You’ll be lucky if all you get is pregnant.” In a third print execution, a pregnant woman’s torso is accompanied by the headline, “He said sex was no big deal.” Radio and television commercials round out the advertising campaign, which begins appearing locally early next year. The ads are up against startlingly grim statistics: everyday in Mecklenburg County, an average of 4.5 teenage girls becomes pregnant, according to the council. –Katy Eckmann

Client: Pepco, Washington, D.C.
Agency: Earle Palmer Brown, Bethesda, Md.
Creative Director: Tom DiJulio
Art Director: Mark Allen
Copywriter: Pete Heid
As its merger with Baltimore Gas & Electric languishes in regulatory red tape, Pepco has launched a print campaign to remind consumers of its partnership with the community. Rather than wait for the merger under the name Constellation to proceed, Pepco is increasing its advertising via Earle Palmer Brown. Print-heavy ads with icons in The Washington Post, The Washington Times and Washington Business Journal position Pepco as a neighborly presence as it anticipates the deregulation of the utility marketplace. Each version tells a story of how consumers lives are interconnected through the services and expertise of the company. “Who works with the Smithsonian Institution to develop an energy management system for the National Museum of Natural History that uses special halogen fixtures to shed a whole new light on a million-year-old piece of rock that inspires a family to check out the Ice Age exhibit that seems even cooler because of the electric chiller located two stories below the world’s largest South American bird-eating spider . . . ?” one ad inquires. Agency general manager Michael Rowland said of the tales in the ads: “It’s a ‘House That Jack Built’ strategy,” referring to the run-on nursery rhyme. –Nora FitzGerald

Client: Russell Athletic, Alexander City, Ala.
Agency: Fitzgerald & Co., Atlanta
Creative Director: Jim Paddock
Art Director: Karla Childers
Copywriter: Susan Willoughby
Director of Broadcast Production: Christine Sigety
Account Management: Lisa Galanti, Evan Levy
Production Company: Tony Kaye
Films Director: Keva Rosenfeld
Being reunited years later with a lost love is the theme of a new television commercial called “Chuck and Emily,” created for the client’s casual sportswear line by Fitzgerald. The object of desire, however, is not as it first appears at the beginning of the spot. As the commercial opens, “Chuck” is seen sitting on a park bench, getting ready to rollerblade, when a beautiful woman, “Emily”–clad in a Russell Athletic sweatshirt–zooms past him on her skates. A glint of recognition flickers across his face, and in spite of the fact that he is not a good skater, he takes off in an awkward but determined pursuit. When he finally catches up to the woman, his apparent lack of skills causes them to tumble together onto the grass. In doing so, they recognize each other from years ago, and he haltingly tells her he has something he has been waiting all that time to ask her. A date? A proposal? A declaration of unrequited love? None of the above. Much to her surprise and disappointment, he requests that she return his Russell Athletic sweatshirt (which she is wearing). –Jim Osterman