new campaigns: eastern






Client: KitchenAid, Benton Harbor, Mich.


Agency: N.W. Ayer & Partners, New York


Creative Director: Liz Cooke


Art Director: Suzanne Barst


Copywriters: Angela Moore, Dave Reitman


Photographer: Bruce Wolfe





N.W. Ayer & Partners attempts to bridge the generation gap in a new print ad for KitchenAid Major Appliances. The ad argues that the company’s Superba dishwasher is at least one thing that mother and daughter can both agree upon. The headline reads, ‘Mom was right. It is what’s inside that counts.’ The copy describes the ‘enduring quality that made KitchenAid your mother’s choice 46 years ago.’ And while that may have been true, the younger generation still has a say in the appliance world. The copy notes: ‘(With) a design so thoughtful and innovative, you’ll know this is anything but your mother’s KitchenAid.’ Print work, including another execution which centers on the company’s full line of appliances, breaks in June issues of Martha Stewart Living, Metropolitan Home, This Old House and other magazines. A television spot, called ‘My Home,’ which has already broken, depicts a gathering of four generations of a family made easier by their KitchenAid appliances. The campaign’s tagline: ‘For the way it’s made.’ –Matt Surman





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Client: InterAct Accessories, Baltimore


Agency: DiMassimo, New York


Associate Creative Director: Andy Budd


Art Directors: Steven Block, Dane LaChiusa


Copywriters: Karen Zuckerman, Toby Billowitz, Brian McDermott





DiMassimo is launching a new campaign that extols the joys of mass destruction for InterAct Accessories’ Game Shark product. A small, programmable pod that plugs into any standard video game deck, Game Shark acts as an ‘enhancer’ for popular video games such as Doom. In the basic version, the player is provided with a single weapon to do battle in a dungeon. The Game Shark version equips the player with a massive arsenal from the outset. The first print execution introduces a warped, blond child whose maniacal, shark-toothed grin dominates the ad. ‘Abuse the power’ is the campaign’s tagline. ‘Our research showed that kids are tired of hearing ‘no’ from parents and teachers; this game gives them the power,’ explained DiMassimo senior brand planner Ben Rothfeld. The ad breaks in national video game magazines in June. Spending on the campaign will be around $2 million. –Hank Kim





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Client: Kraft Foods, White Plains, N.Y.


Agency: Ogilvy & Mather, New York


Creative Directors: Cathie Campbell, Mary Ann Zeman


Art Director: Cathie Campbell


Copywriter: Mary Ann Zeman


Director: Michael Rowles





Ogilvy & Mather’s new TV spot for Kraft Foods’ Maxwell House Coffee, called ‘City Life,’ attempts to demonstrate the enduring presence of Maxwell House with quick cuts through a visual pastiche of urban scenes. Shots of a little girl in Chinatown, boys playing stickball and elderly Italian-Americans playing bocce are intercut with black-and-white historical Maxwell House footage. Actor William Devane ends the spot in a voiceover, saying, ‘Maxwell House will always be good to the last drop.’ The ad, which has 45- and 30-second versions, was shot in San Francisco and New York. ‘Our intention was to further dimensionalize the notion that Maxwell House is America’s coffee by emphasizing the importance of cities in America,’ said Cathie Campbell and Mary Ann Zeman, the two creative directors on the account. Kraft spent around $85 million on ads for Maxwell House in 1996, according to Competitive Media Reporting. –HK





Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED





East