New Campaigns: NEW ENGLAND

Client: Risk Capital Reinsurance Co., Greenwich, Conn. Agency: Keiler & Co., Farmington, Conn. Creative Directors: Mike Scricco and Mel Maffei Art Director: James Pettus Copywriter: Doretta Wildes Photographer: Jim Coon In its newest work for Risk Capital Reinsurance Co., Keiler & Co. uses unexpected images to convey the client's unconventional approach to the staid insurance business. "[Risk Capital] is like the new kid on the block with an attitude," said Keiler creative director Mel Maffei. "They approach reinsurance in a different way, and we wanted the advertising to be different. It's a little irreverent." One execution features a terrier as the subject of a Pavlovian experiment. "In a dog-eat-dog world, why is it that most reinsurers are so darn predictable?" asks the headline. The body copy reads, "Ask most reinsurers what solutions they offer, and you'll get the same conditioned response. 'Reinsurance.'" Risk Capital's services and approach to business make it different, offering capital investment and contingent financing products. "Not exactly what you'd expect," reads the copy. The ad ends by inviting the reader to call for a "radically different response. No drooling." The campaign is aimed at high-level business executives seeking insurance for their companies. Ads broke in The Wall Street Journal and Business Insurance and are scheduled to run through October in publications such as Best's Review, Reactions and the Financial Times. Media spending was not disclosed. Keiler has handled the account for nearly two years. -Sarah Jones ______ Client: MediaOne, Boston Agency: Lane Advertising, Marblehead, Mass. Creative Director: Keith Lane Copywriter: Geoff Currier Art Directors: Keith Lane and Joe Higgins No longer is it a thrill just to get on the Internet. It takes time to log on, connect to sites and download graphics and information. Enter Broadband, a new cable network that allows users to link to the Internet up to 50 times faster than a standard phone line connection. Lane Advertising's print work for MediaOne Express, which broke earlier this summer throughout New England, taps into users' desire for speed. "You could be on the Internet, planning a vacation, researching your stock portfolio, or analyzing the latest draft picks," one headline reads. "But no, you're just sitting at some bar." The body copy provides a list of what users could be doing, "instead of watching a bar creep across the screen." "Speed is MediaOne's greatest attribute," said Lane Advertising's senior vice president Penny Schuler. The client has an in-house media buying service, she said. Billings were not disclosed. Ads are running in The Boston Globe, Manchester Union-Leader and other local newspapers where the service is offered. -Sarah Jones ______ Client: Connecticut Department of Transportation, Newington, Conn. Agency: Cronin & Co., Glastonbury, Conn. Creative Director: Steve Wolfberg Copywriter: Bob Dennis Art Directors: Alex Jesudowich and Johnine Byrne Director: Michael Crabtree Producer: Lester Ayala Given the choice of listening to the nagging voice of "Buck L. Seatbelt," a.k.a. comedian Gilbert Gottfried, or obeying Connecticut's seat belt law, it's a likely bet that drivers in the Nutmeg State will buckle up. An animated 30-second public service announcement created by Cronin & Co. for the Connecticut Department of Transportation uses the voice of Gottfried to encourage more automobile passengers to fasten their seat belt. The spot opens with the seat belt warning symbol on a car's dashboard coming to life and cajoling drivers to obey the law. "Gottfried's humorous yet intrusive voice makes it difficult to ignore the life-saving seat belt icon," explained Cronin copywriter Bob Dennis. Gov. John Rowland even makes an appearance in the ad, asking motorists to keep their families safe. The spot broke this month on television stations throughout Connecticut. It will air through September and be supported by a radio spot and bus cards. -Sarah Jones

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New Campaigns: NEW ENGLAND

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