New Campaigns: New England

Client: Timex Corp., Middlebury, Conn.

Agency: The Hughes Agency, Norwalk, Conn.

Creative Director: David Grigg

Copywriter: Jeannie Credidio

Art Director: David Grigg

The newest ads for Timex’s Ironman Triathlon line of sport watches do not target couch potatoes or Olympic hopefuls, but instead are directed at ‘weekend warriors.’ Aiming for a mainstream audience, the print advertisements make a connection between the athletic accomplishments of average Joes who wear the watches and the feats of legendary athletes. One execution shows a well-worn baseball glove accompanied by the caption ‘Glove worn by first baseman Lou Gehrig during his record-breaking streak of 2,130 consecutive games.’ The Timex Triathlete watch is depicted below. The copy continues, ‘Watch worn by Tommy Credidio the day he swam 6 consecutive laps in his neighbor’s pool without coming up for air once.’ The tagline: ‘It takes a licking and keeps on ticking.’ The print executions are scheduled to break at the end of this month in Sports Illustrated, The Sporting News, Time,

Rolling Stone and Men’s Journal.–Sarah Jones


Client: WellsPark Group, Newton, Mass.

Agency: North Castle Partners, Stamford, Conn.

Creative Director: Jon Iafeliece

Senior Copywriter: Fred Linker

Copywriter: Kirk Etherton

Art Director: Karl Thompson

North Castle Partners’ first broadcast work for WellsPark Group hit the airwaves last week in the form of a 30-second spot for Worcester Common Fashion Outlets. It features a 19-year Navy veteran outfitted in dress whites spelling out the names of the retailers at the mall in semaphore, or flag language, while shots of some items available in those shops flash on a screen in front of him. Contractual obligations prevent the mall developer from identifying the stores by name in promotions. North Castle Partners neatly sidesteps that issue and strives to make it work to the client’s advantage. ‘As we all know, the best way to get people excited about a topic is to tell them that you can’t tell them about it,’ explained chief creative officer Jon Iafeliece. The TV spot closes by encouraging viewers to call 1 (888) GET-IN-ON-IT to find out exactly who the retailers are. The commercial broke on television stations serving the Boston, Providence, R.I., and Hartford, Conn., markets.–Sarah Jones


Client: Partners HealthCare System, Boston

Agency: Hill, Holliday, Connors, Cosmopulos, Boston

Creative Directors: Jamie Mambo, Ernie Schenck

Art Director: Michele Mangiacotti

Copywriter: Gail Schoenbrunn

Photographer: Howard Schatz

Photos of newborn babies and text detailing the special moment of childbirth are incorporated into a new print campaign for Partners HealthCare. ‘We wanted to say these are not baby factories,’ said Hill, Holliday copywriter Gail Schoenbrunn. ‘This is about how important that moment of birth is to women.’ The monochrome ads tout obstetrical and gynecological services at Brigham & Women’s Hospital, Massachusetts General Hospital, the North Shore Medical Center and other Partners facilities. The campaign began appearing a few weeks ago in The Boston Globe, the Boston Herald and other area newspapers. The ads have also been adapted for direct mail pieces inviting families to visit Partners hospitals on informational tours. The campaign is set to run for the rest of the year–David Gianatasio

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

New England