New Campaigns: Southwest

Client: LeapFrog, San Francisco Agency: Ackerman McQueen, Irving, Texas Creative Services Director/ Copywriter: David Lipson Art Director: Eddy Lopez With Christmas arriving shortly, children are putting Barbie and Nintendo on their wish lists. But even if she came with a Dream Schoolhouse, Barbie cannot teach a child to read and write. So it is up to parents to add a postscript to Santa to include some educational toys, such as LeapFrog's Phonics Desk interactive product. Aimed at parents of children under four, the advertising campaign taps into the idea that putting educational material in front of toddlers and pre-schoolers will improve their reading and writing ability in later years. With headlines like "How She Does on Her SAT Depends on How Well She Does on Her ABCs," the print campaign will appear in December issues of national childcare and family magazines such as Parent and Family Circle with full-page spreads. An additional direct mail effort is also under way for the holiday season. -Glen Fest Client: American Heart Association, Dallas Agency: Poppywriter, Dallas Copywriter/ Producer: Poppy Sundeen Director: Steve McWilliams Print Design: Megan Reinhardt, Alan Lidji Photographer: Richard Reens Somber music and a slow-motion panorama of people entering a church provide the atmosphere of a survivors' gathering, as a young woman appears to narrate her mother's mistaken belief that heart disease is a man's ailment. In this new PSA from the client, the mood brightens suddenly when we see the young woman in her wedding dress, and her mother beaming proudly from a pew. "Good thing she found out in time so she could do something about it," the woman's voiceover exclaims. The commercial is part of the AHA's first campaign aimed at dispelling the myth that heart disease is a man's ailment. The television and print campaign aims to educate women that heart disease is a No. 1 killer among post-menopausal women and offers advice on seeking help and answers. As one print ad puts it, "Help stamp out women's rites." -G.F. Client: Domecq Importers, Old Greenwich, Conn. Agency: Dieste & Partners, Dallas Creative Director: Aldo Quevedo Copywriter: Javier Guemes Art Director: Rose Gomez In its first campaign since landing the account earlier this year, Dieste & Partners positions the client's Presi-dente brandy as the best choice for club-goers and stay-at-home types alike. The campaign, targeted at Mexican consumers in major U.S. Hispanic markets, introduces the new tagline, "Presidente. Mezcla contigo." ("Presidente. Mixes with you.") Dieste managing partner Warren Harmel said the print, radio and outdoor ads aim to update the brand's look and appeal. One print execution features a visual of a rock concert under the headline "Rockero Mix," with body copy listing the ingredients for a successful show. Other ads peg the brandy as the ideal choice for parties at home. "We believe that this new campaign will be effective in reaching Presidente's core audience and stimulate consumption and sales because it repositions Presidente as being relevant to today's urban Hispanic culture," Harmel said of the campaign. -Steve Krajewski

Brand Marketing

New Campaigns: Southwest

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