New Campaigns: Eastern

Client: The New York Times
Agency: Bozell Worldwide, New York
Creative Director: Jimmy Cohen
Art Director: Terry O’ Leary
Copywriter: Jill Danenberg
Producer: Rhoda Malanet
Bozell Worldwide breaks the second phase of its $20 million national campaign for The New York Times with the theme, “Expect the world.” Both TV and print ads tout the paper’s reorganization, which will include five daily sections. The new ads will also trumpet the arrival of color photographs in the newspaper.
“We wanted to speak equally about the change in content, as well as the use of color within the anagram framework of the previous work,” said Jay Schulberg, Bozell’s chief creative officer. In the “Gourmet/More Gut” spot, a shot of several plates of food labeled “Gourmet” morphs into a cartoon image of a pig, which is tagged “More Gut.” -Hank Kim


Client: Bass Ale, Stamford, Conn.
Agency: Weiss, Whitten, Stagliano, New York
Creative Director: Nat Whitten
Copywriter: Howard Lenn
Art Director: Jeff Compton
Photographer: David LaChapelle
In a departure from previous ads which profiled such famous figures as Virginia Woolf, Winston Churchill and Buffalo Bill Cody, Weiss, Whitten, Stagliano’s new print and outdoor campaign for Bass Ale depicts a boot-licking businessman, a group of pretentious cigar smokers and a middle-aged man with a few too many tattoos. Four print ads show a pint of Bass Ale in serene contrast to the craziness around it. The shoe fetish execution carries the line, “In a world of strange tastes, there’s always Bass Ale.” The “there’s always” tagline replaces the one of the last four years, “Bass helps you get to the bottom of it all.” Agency president Adam Stagliano said increased competition in the “taste beer” category and the growing number of ale drinkers led the agency to freshen its approach and “reinforce” its leadership position. Bass will spend $3.5 million on the campaign in the fourth quarter alone. Bass is marketed by Guinness Import Co. -Teresa Andreoli