New Campaigns: Eastern

Client: ITT Corp., New York
Agency: Ogilvy & Mather, New York
Creative Director: Ross Sutherland
Art Directors: Keith Evans, Ross Sutherland
Copywriters: Jack Low, Ross Sutherland
Photographer: Stephen Wilkes
Ogilvy & Mather attempts to redefine how people view Sheraton Hotels & Resorts, owned by ITT Corp. in New York, in the first ads from the agency since it won the estimated $20 million account last year. The message: Business travelers can create their own experience at the hotels-which are fancier than they may think. A two-page spread shows a man lounging under a huge tree. “A peaceful place to sit and think, plus all the business equipment that you need to do battle from your hotel room,” notes the ad. The print campaign eschews “cookie-cutter hotel ads which usually show a closeup of a plate of prawns or some waiter bringing a colored drink,” said creative director Ross Sutherland. The global campaign will run in magazines such as Forbes. -Michael McCarthy


Client: Guerlain, New York
Agencies: Weiss, Whitten, Stagliano, New York, and Australie, Paris
Co-creative Directors: Bruno Suter and Marty Weiss
Copywriter: Laura Stamn
Art Director: Bruno Suter
Photographer: Helmut Newton
Guerlain is relaunching its best-selling fragrance, Shalimar, to target a younger audience. In a new print campaign co-created by Weiss, Whitten, Stagliano and Australie, model Annie Morton is pictured on satin sheets under the headline, “The silence of a look can reveal more than words.” The new line replaces the former tag, “The gardens of Shalimar have inspired thousands of lovers and one perfume.” The new image is meant to be more “shocking” and “seductive,” than the romance of past ads, said Guerlain chief executive Patrick Waterfield. A sales drop of 4 percent in the second half of last year prompted the relaunch.
Shalimar’s main competitors are Chanel No. 5, Opium and Obsession. The new ad, which broke Sept. 20, follows an 18-month hiatus in advertising for the brand. The client spent almost $60 million on global advertising last year, Waterfield said. -Teresa Andreoli


Client: Sharp Electronics, Mahwah, N.J.
Agency: Griffin Bacal, New York
Executive Group Creative Director, Art: Burt Blum Group
Creative Director, Copy: Dan Lombardi
Photographers: Manny Akis, Michel Tcherevkoff
As office equipment evolves from stand-alone analog machines to digital technology, Griffin Bacal breaks a print campaign for Sharp with the theme, “Sharp: translating the new language of business.” The line will be featured in all ads. Two new ads show laser fax machines and digital copiers/printers, respectively, on a computer monitor. The copy shows off the specifications with an emphasis on networking and connectivity. “From Sharp minds come Sharp products” is the tagline. “We’re maintaining the problem-solving positioning of the previous campaign, but now we’re talking to the [technical] experts in corporations instead of the purchasing people,” said Ed Keating, managing partner at Griffin Bacal. The campaign, with $10 million in ad support, is running in national newspapers as well as weekly news and business magazines. Sharp, the No. 1 supplier of fax machines, competes mainly against Xerox and Canon in the category. The client is also planning new TV ads for 1998. -Hank Kim





Client: Tower Air, New York
Agency: The Romann Group, New York
Creative Director/Copywriter: Gad Romann
Art Directors: Carol Holsinger and Erez Bahar
The Romann Group hopes to reposition Tower Air as a low-cost alternative between expensive and cut-rate airlines with a humorous new print, television and outdoor ad campaign. Four 30-second TV spots tell viewers that if they could not afford decent hotels, rental cars, food or entertainment when they last traveled, they should have flown with Tower Air. The spots feature voiceovers from travelers complaining about dismal vacation conditions. “Instead of spending your money going there, you could spend it being there,” said Gad Romann, creative director of the shop, which recently changed its name from Romann & Tannenholz. $5-10 million will be spent on the campaign, Romann said. The spots broke nationally Sept. 15. The existing tagline, “The perfect-sized airline,” has been retained. The agency wanted “to move Tower away from the cluster of low-cost airlines,” Romann said” The client claims it is the 12th-largest U.S. air carrier. -Rob Lenihan


Client: Prestone Automotive Products, Danbury, Conn.
Agency: Grey Advertising, New York
Executive Creative Director: Jim Morrissey
Creative Director/Copywriter: Bob Zaslow
Creative Director/Art Director: Rich Redmond
Producer: Joe Togneri
Production Company: Pavlov Productions, Culver City, Calif.
Director: Barnaby Jackson
Grey’s new 30-second TV spot for Prestone automotive antifreeze, “Invisible Car,” shows people zipping down the highway in transparent vehicles with only an aluminum sheet to shield them from harm. “Prestone is the only thing that stands between the driver, with his thin aluminum radiator, and a breakdown,” said Grey creative director Rich Redmond. The spot broke on network and cable TV last week. The tagline remains: “Protect your car in the Prestone zone.” Prestone is the top brand in the category with about 35 percent of the market. Last year, the client spent around $8 million on ads, according to Competitive Media Reporting. -H.K.


Client: Optical Coating Laboratories, Santa Rosa, Calif.
Agency: Ryan Drossman & Partners, New York
Creative Director: Neil Drossman
Art Director: Garry McKinley
Copywriter: Neil Drossman
Photographer: Moishe Catvan
If promises come true, TeleView owners may very well have a better fall TV season than the rest of us. New print ads from Ryan Drossman & Partners in New York claim that “sitcoms, soaps, movies and sports never looked better” than with the TeleView TV screen filter, developed by Optical Coating Laboratories to reduce glare and reflection while enhancing contrast, balance, color and clarity. The ads carry the tagline, “The best thing on television.” According to agency chairman and creative director Neil Drossman, the ads are positioned to “establish the brand as the leader in the TV filter category.” That should not be too hard. According to the agency, TeleView is the only TV filter on the market designed to enhance TV output and is the only contender in this new category. Ryan Drossman was responsible for the product’s name, slogan and packaging. Billings were undisclosed. The ads broke in TV Guide on Sept. 13 and will run through October. -Sloane Lucas