New Campaigns: Midwest

Client: General Motors' Oldsmobile division, Lansing, Mich. Agency: Leo Burnett, Chicago Creative Director: Dan Heagy Art Director: Barbara Gorder Copywriter: Ron Smith Producer: Andy Halleck Production: Windmill Lane, Los Angeles Director: Meiert Avis, Windmill Lane Leo Burnett uses silhouettes of people with different lifestyles to drive home the point that the Oldsmobile Silhouette minivan can be the appropriate vehicle for a variety of situations. It provides "personal freedom, personal space and personal attention," the copy claims. The campaign carries the theme "Because no two Silhouettes are alike." One spot, "Shapes," highlights features of the minivan useful not only for families but also for singles with active lifestyles. Shots alternate between mom and kids situations to people golfing and surfing. A soothing female voiceover asks, "What would make your life easier? Is it the little things? Do you need more solutions and fewer questions? Not everyone can have their own personal assistant. But at least someone can get the door for you once in awhile." -Tanya Gazdik ______ Client: Sanford Corp., Bellwood, Ill. Agency: The Ungar Group, Chicago Creative Director: Tom Ungar Art Director: Mark Ingraham Copywriter: Gary Neul Producer: Tom Cronin Director: David Deahl, Big Deahl Productions, Chicago What do the pyramids of Egypt and Stonehenge in England have in common? They are both shrines created by people seeking to leave a lasting impression, which is why these two landmarks of history are shown at the opening to a 30-second spot for Sanford's Sharpie permanent marking pens. For those whose plans are a little less grandiose-leaving a mark on a lunchbox or a baseball bat, as shown in the spot-that's alright, too. "Mark whatever you want" is the theme of the campaign. "We wanted to dramatize how easy it has become to leave your permanent mark and at the same time to demonstrate the versatility of a Sharpie," said Tom Ungar, creative director at the agency.-Scott Hume ______ Client: Morgan Foods, Austin, Ind. Agency: Northlich Stolley LaWarre, Cincinnati Creative Director: Don Perkins Art Director: Joe Stryker Copywriter: Drew Ross Photography: Gildhaus Photography, Cincinnati How do you create a branding campaign for a company that does not have its own brand? Northlich Stolley LaWarre created this stylish print campaign for Morgan Foods, a cannery that packages private label foods for some major marketers. Because those clients often do not want to let on they are behind the "store brands" that compete with their own higher-price products, NSL's ads for Morgan-the first advertising in its 98-year history-position the family-owned cannery as "the secret ingredient." A recent $30 million facilities upgrade, which included construction of the company's water filtration plant, served as the impetus for the ad campaign and is spotlighted in ad copy. The agency also designed a new corporate logo for Morgan, with letters extending outside a copy box to indicate the company's innovative thinking, according to the agency. The campaign is running in food marketing trade magazines through the end of the year. -Scott Hume

Brand Marketing

New Campaigns: Midwest

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