New Campaigns: Midwest Client: Murphy, Gillick, Wicht & Prachthauser, Milwaukee

Agency: Hughes, Ruch & Murphy, Brookfield, Wis.
Creative Director/Copywriter: Dave Murphy
Art Directors: Chris Smith, Doug Schommer
Director: Craig Smith
Television spots for law firms generally feature a static shot of the attorney, sitting stiffly in front of a set of law books, urging viewers to call if they sense they have been wronged. This commercial by Hughes, Ruch & Murphy is very different. Its target audience is the much-studied Generation X, a generally hip audience unlikely to be hooked by a bookish barrister in pinstripes. Heavy guitar music, fast and loud, accompanies shots of a helmeted dude on in-line skates, soaring over city streets, his flannel shirt tied around his waist.
Suddenly, the skater drops from view. The camera pans down to reveal that he has fallen into an open manhole. The law firm’s name and number is shown with superimposed copy, “When accidents happen,” and the Milwaukee law firm’s slogan, “Good lawyers who help people.” -Trevor Jensen

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Client: ConAgra, Omaha, Neb.
Agency: Campbell Mithun Esty, Minneapolis
Creative Director: Rob Wallace
Copywriter: Karen Lokensgard
Art Director: Kate Pickman
Director: Michael McNamara
A mother’s dilemma of sifting through nutritional data to feed her family the right stuff is at the heart of a new TV spot by Campbell Mithun Esty for ConAgra’s Healthy Choice Cold Cuts. The spot is narrated by a sprightly blonde mom, curled up on a couch and talking about food, nutrition and family. Interspersed are shots of the father and son playing Ping-Pong and otherwise enjoying an active lifestyle. “I thought I was buying the right cold cuts for these guys,” she says. “Fat-free equals healthy, right? I was so wrong.” Mom’s approach to the challenge of weighing fat, sodium and cholesterol content when preparing meals is, of course, serving Healthy Choice Cold Cuts. “They taste so good you don’t even think about it,” she says. “We just eat what we like,” she adds, sounding the “Eat what you like” umbrella theme. The commercial, in 30- and 15-second versions, broke on June 21. -Trevor Jensen

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Client: Sanford Corp., Bellwood, Ill.
Agency: Arian, Lowe & Travis, Chicago
Creative Director/Art Director: Mike Fornwald
Copywriter: Meg Kannin
Producer: Lee Lunardi
Director: Patrice Dinhut
Special Effects: Warner Digital, Burbank, Calif.
As this 15-second spot opens, a voiceover announces, “School’s gonna be different this year.” How can the three young people, shown walking into a classroom laboratory, detect that something has changed? Well, the frogs in the tank are doing a synchronized swimming production number, with little pink caps on their heads. If that is not strange enough, this school year also brings a new line of Nickelodeon-licensed writing instruments from Sanford. The line includes Slimewriter pens and eraser toppers showing characters from the network’s Rugrats show. Arian, Lowe & Travis called in Warner Digital, the special-effects division of Warner Brothers Studios, to get the frogs swimming in unison. The commercial airs from July 21 through Aug. 4 exclusively on Nickelodeon. -Scott Hume