New Campaigns: Western

Client: Pentax Corp., Denver
Agency: Thomas & Perkins, Denver
Associate Creative Director/Copywriter: Kristi Fisher
Art Directors: Suzette McKinnon, Kelly Sonnleitner
Photographer: Gerald Bybee, San Francisco
Pentax Corp. is slated to break a print campaign this fall that positions the company as a camera leader. The campaign’s photographic strategy was to feature each of the camera models in a unique way, while focusing on “real” people. The tagline: “Aren’t your pictures worth a Pentax?” Three ads will be introduced in the October issue of more than 20 national trade and consumer magazines. Another three executions will be released later in the fall, along with a trade ad and a professional product execution. -Angela Dawson


Client: Hang Ten, San Diego
Agency: Bulldog Drummond, San Diego
Creative Directors: Neil Bellefeuille, Simone Sato
Copywriter: Simone Sato
Art Director: Lawrence Bautitus
Hang Ten captures the retro spirit of surfing and surfwear in a new print campaign
created by Bulldog Drummond (formerly O’Shaughnessy-Parr). The ads depict young people having fun with friends in beach settings.
One execution shows a group of couples dancing by the light of a bonfire and tiki torches and wearing Hang Ten clothing. Another ad depicts a group of friends on the beach on a sunny day, tossing a pony-tailed young girl on a blanket into the air. Copy on all the executions reads, “Still groovin’ since 1960.”
The three print ads break this month in global consumer magazines such as GQ, Rolling Stone and Details. -Teresa Buyikian