New Campaigns: Eastern

Client: Southern New England Telecommunications, New Haven, Conn.
Agency: Publicis/Bloom, New York
Creative Director: Tony DeGregorio
Copywriter: Michael Feinberg
Art Director: Jim Basirico
Publicis/Bloom’s first work for SNET touts the telephone company’s recent No. 1 ranking in a poll by J.D. Power & Associates, a conductor of consumer satisfaction studies. The 30-second spot, “Celebration,” depicts SNET employees at a call center. When a voiceover announces that SNET has won the J.D. Power award, the center becomes a nightclub, complete with a mirrored ball and disco music. After four seconds of celebratory dancing, the staffers return to their workstations. The voiceover calls SNET the “hardest-working, highest-ranking” long-distance company. “We go beyond the call” remains the tag. The goal was to show consumers that SNET can take on giants such as Sprint and AT&T, said Bob Kantor, agency chairman. The spot will be supported with print and radio ads. Publicis/Bloom won creative chores on the $20 million consolidated account, previously at five shops, in May. –Teresa Andreoli

Client: Sony Electronics, Park Ridge, N.J.
Agency: DeVito/Verdi, New York
Creative Director: Sal DeVito
Art Directors/Copywriters: Rob Carducci, Vinny Tulley
Touting the ability of Sony’s new Handycam camcorder to record for five hours at a time, DeVito/Verdi breaks a humorous retailer tie-in TV spot in the New York area today. The 30-second ad depicts two obtuse zoo visitors. As the Handycam user turns to his peer to explain that the new technology ensures he will not miss a thing, three previously stoic orangutans suddenly start dancing. When the men return their gaze to the animals, the primates resume their docile positions. Lowe & Partners/SMS, New York, handles ads for the client’s consumer electronics division. “We are pleased with the work from DeVito/Verdi, but this is by no means a debacle for Lowe,” said a client representative. Sony spent about $10 million advertising in the camcorder category in 1996, according to Competitive Media Reporting. Sony leads the category, with 32 percent of the market, and has been stealing share from Thomson Consumer Electronics, Matsushita and JVC Co. of America, according to Appliance Manufacturer. –T.A.

Client: IDV North America, Fort Lee, N.J.
Agency: Cain Associates, New York
Creative Director: Jan Cain
Art Director: Sasha Hall Copywriter: Stacey Strandquest
Photographer: Jim Huibregtse
Cain Associates is attempting to broaden the appeal of DiSaronno Amaretto liqueur as a versatile mixer with a series of visual puns in a $5 million national print campaign breaking in November. Using a two-page spread, each of three ads features the image of a bottle of DiSaronno Amaretto on the left-hand page with an enticing shot of the liqueur being dispensed from an unexpected vessel on the right. Headlines play off specific mixed drinks being poured: In the ad with coffee, the headline, “Heat it up,” appears over a picture of the liqueur being sprayed from a blow torch into a cup of coffee. The copy completes the headline with suggestions such as, “With an exotic Colombian” and “With a rich Swiss.” None of the ads employs a tagline. The other two ads show off the product’s versatility with shots of orange juice and frozen drinks. “The previous campaign focused on Amaretto as a liqueur for special occasions. We want people to think of it as an everyday drink,” said Jan Cain, the agency’s creative director. The work will debut in magazines such as Allure, Bon Appetit, Metropolitan Home and Vanity Fair. It is the first campaign by Cain since picking up the account this past summer. the previous shop, Mullen in Wenham, Mass., used the tag, “DiSaronno starts with a D and ends with an Ohhh!” DiSaronno is the sixth best-selling imported liqueur, according to the Adams Liquor Handbook. Kahlua leads the pack. –Hank Kim

Client: MasterCard International, Purchase, N.Y.
Agency: McCann-Erickson, New York Group Creative
Director/Copywriter: Joyce King Thomas
Senior Creative Director/Art Director: Jeroen Bours
Director: Tony Kaye
A sentimental new campaign for MasterCard, McCann-Erickson’s first work for the company since winning the $85-90 million account last month, repositions the client as providing the credit card of choice for Middle America. The first TV spot, “Baseball,” which broke last week, shows a father and son at a baseball game, with the father using his MasterCard to pay for tickets, hot dogs and soda. A voiceover lists the prices of the items, but reminds us, “Real conversation with 11-year-old-son: priceless.” The spot ends with the new theme: “There are some things money can’t buy for everything else there is MasterCard.” That line replaces “The future of money,” which was created by Ammirati Puris Lintas. The spot targets consumers who use credit cards for everyday purposes, rather than as a status symbol, said Nick Utton, MasterCard’s senior vice president, U.S. marketing. Two or three other spots are due before year’s end; print work is set to break in 1998. MasterCard has been losing market share since 1994, but remains second to Visa and ahead of American Express. –Rob Lenihan

Client: Dow Jones Newswires, New York
Agency: The Chapman Agency, New York
Creative Director: Joe Cupani Senior
Art Director: Laura Mitchell Copywriter/Associate
Creative Director: Gary Bucca
Photographer: Mel Lindstrom
The Chapman Agency is using broad humor and big faces in its first work, a corporate image campaign, for Dow Jones Newswires. Two print ads feature exaggerated closeups of people’s faces with copy that plays off the satisfaction of receiving accurate information. One ad features a ruler-wielding nun, with the line, “You always knew you were in trouble if you didn’t have your facts right.” The tagline is: “It all comes down to the wire.” Two more ads are in the works. An agency representative said he hoped the campaign had avoided the obvious: “You expect to see a bag of money, an armored car–all the cliches.” Ads broke last week in The Wall Street Journal. Chapman picked up the $3-5 million account in May. The client’s previous shop was Dana Communications in Hopewell, N.J., which developed ads using the tag: “News to profit by.” Dow, the largest equity news service in North America, is facing tough competition from Reuters and the upstart Bloomberg. –R.L.

Client: Champion Products, Winston-Salem, N.C.
Agency: TBWA Chiat/Day, New York
Executive Creative Director/Art Director: Eric McClellan
Creative Director/Copywriter: Shalom Auslander
Director: Frank Ockenfels III
TBWA Chiat/Day, which created the “Air Jordan” ads for Nike in the 1980s, takes an anti-Nike position in a new campaign for Champion Products. Rather than have athletes endorse sports apparel, the ads focus on the the guy next door who plays sports for the challenge. The estimated $10 million campaign, which broke last week with two 30-second TV spots, uses black-and-white footage and real-life sound effects to project the sound and fury of a pickup basketball contest and a touch football game. Grainy signs keep popping up with messages such as, “Please report all agents to the parks commissioner” and “Sponsored by no one.” The tag: “Nothing matters but the game.” Executive creative director Eric McClellan, who helped create the “Your mother wears Nikes” campaign for British Knights while at Deutsch, New York, said: “Nike turned athletes into rock stars. We want to appeal to the guy in the garage band.” The agency’s previous Champion campaign was themed, “The attitude of a Champion.” –Michael McCarthy