New Campaigns: Eastern

Client: DuPont, Wilmington, Del.
Agency: Young & Rubicam, New York
Creative Directors: Howard Benson, Peter Murphy
Art Director: Robert DuFour
Copywriter: Jennifer Lauren
Photographer: David Seidner
Young & Rubicam’s new print campaign for DuPont’s Lycra material, breaking in October, features black-and-white shots of nude women enhanced with color outlines that suggest clothing containing Lycra. “We’ve sort of given women a bit more control,” explained Robert DuFour, art director and associate creative director. “We don’t want to dictate to her. We let her fill in the blanks.” The photos run with statements such as “Dives right in” for a swimsuit and “Works hard” for a wool pantsuit. Senior copywriter Jennifer Lauren said the campaign is the progression of a previous campaign that featured women actually wearing clothes. The tagline reads, “If you are what you wear, wear what you are,” followed by the theme: “Lycra. Define yourself,” in larger type. The campaign breaks in October in magazines such as Harper’s Bazaar, Vanity Fair and Self. DuPont spent $2 million advertising Lycra last year, according to Competitive Media Reporting. Sources said spending may double this year. -Rob Lenihan

Client: Dassault Falcon Jet, Teterboro, N.J.
Agency: Emmerling Post, New York
Creative Director/Writer: John Emmerling
Art Director: Marijana Sarich
Copywriter: Don Arters Assistant
Art Director: Kevin Stone
Emmerling Post’s first corporate image campaign for Dassault Falcon Jet will flaunt the client’s military affiliation as its “useful point of distinction,” according to John H. House, director of communications for the corporate jet maker. The print campaign, tagged “Engineered with a passion,” uses headlines such as “Every Falcon has a little brother in the military” and “It helps to come from a powerful gene pool.” “We are an engineering-driven company,” House said, explaining that the company’s fighter plane manufacturing experience helps it create what the ad describes as the “best designed, best built, best flying” corporate jets. The New York shop has handled creative and media chores on the estimated $3 million account for more than two years. The campaign breaks later this month in Business Week, Forbes, Fortune, The Wall Street Journal and Chief Executive. The French-owned parent of Dassault does not release sales for the division, but the client said it will ship a record 53 planes this year. The least expensive Falcon starts at $13 million. In the category, Falcon competes with aircraft makers Gulfstream and Canadair. -Teresa Andreoli