New Campaigns: Midwest

Client: Midwest Express Airlines, Oak Creek, Wis. Agency: Bender, Browning, Dolby & Sanderson, Chicago Creative Director: Steve Wold Associate Creative Director/Copywriter: Randy Gaynes Animator: Joe Shermon, Spin Productions, Toronto Director: George Morita, Avion Films, Toronto

Midwest Express Airlines is making the jump from regional to national advertiser with this campaign from Bender, Browning, Dolby & Sanderson in Chicago. Now serving 41 cities, the 13-year-old airline is attempting to create a broader brand personality suitable for its size. The campaign’s 30-second TV spot, airing on several cable networks, shows a businessman doodling his visions of the ‘perfect airline.’ The drawings of in-flight meals, roomy seats and helpful attendants come to life. The ‘icing on the cake,” said associate creative director Randy Gaynes, is the final scene, where the businessman is transported aboard a Midwest Express plane. The tagline for the spot is ‘The best care in the air.’ Animation from the TV spots serves as a visual element for print ads targeting travel agents that are running in Travel Weekly.–Scott Hume


Client: Principal Financial Securities, Des Moines, Iowa Agency: Cevette and Co., Minneapolis Creative Director: John Cevette Art Director: Randy Tatum Copywriter: Marg Wegwerth Photographer: Chris Walberg

In two print ads, Principal Financial seeks to position itself as a hard-working, salt-of-the-earth repository for people’s precious savings. The well-worn, work-etched faces of a farmer and a miner are the poster boys for the campaign. Copy for the miner ad repeats, ‘and you search, and you dig. . . . This is investing.’ The tagline for the ads is ‘Nobody invests more hard work.’ Said art director Randy Tatum: ‘The miner and farmer are ‘icons for the way Principal approaches their work.’–Trevor Jensen

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

SCROLL Midwest