New Campaigns: SOUTHEAST

Client: Piggly Wiggly Carolina Co., Charleston, S.C. Agency: RawleMurdy Associates, Charleston Creative Director/Copywriter: Ann Tracey Account Service: Bruce Murdy Agency Producer: Kelly Martin Post Production: RKI, Washington, D.C. Original Music: Jack Turner, Atlanta

Grocery chain Piggly Wiggly Carolina Co. of Charleston, S.C., celebrates its 50th anniversary this year with an advertising campaign that draws upon the retailer’s family orientation. Rawle Murdy Associates, the client’s hometown agency of record for 12 years, created a 60-second television commercial that alternates slice-of-life vignettes with scenes of Piggly Wiggly customer service. Lyrics from the original music are soft sell: ‘The days are so much sweeter when someone’s on your side . . .’ The TV spot wraps up with a message from the company president, who claims, ‘Pig’s pride will always be on your side.’ The commercial is running in spot markets in South Carolina and Savannah, Ga., through December.

–Katy Eckmann


Client: Easter Seals of North Carolina Agency: Louis London, Raleigh, N.C. Creative Director/Art Director: Scott Melton Copywriter: Rhonda Phillips Photographer: John Tesh, Greensboro, N.C. Production: Technisonic Studios, St. Louis

In a 30-second TV spot called ‘Shawn,’ a photo of a wooded area moves left to right across the screen. On-screen type reads: ‘I am going to camp. I’ll complain aºbout the food . . . I’ll even hike.’ A young man in a wheelchair then comes into view. A second commercial, ‘Agnes,’ describes how a woman received help for her cerebral palsy-stricken daughter. Tagline: ‘It’s what you can do with disabilities.’ –K.E.

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