Richards Creates More of What’s ‘New’

DALLAS The Richards Group continues “The new” campaign for Nokia in a series of national print ads that began appearing this week.

One ad shows a pink-clad woman resting her arms on an object that looks like Hasbro’s Lite-Brite, which is decorated with illuminated stars and other colorful images. In front is the new Nokia 3589i and the words, “The new eye candy.”

Another ad presents a woman sitting next to a guitar. Her shape is consistent with that of the musical instrument. In front of both is a Nokia phone atop a Nokia Music Stand and the words, “The new sound system.” The stand can be used with various Nokia radio models and includes stereo speakers, a microphone and an input for external audio sources.

The seven new ads are running in magazines like Esquire, Teen People and Forbes.

Nokia, whose regional headquarters are in Irving, Texas, spent about $35 million on domestic ads last year, per TNS Media Intelligence/CMR.

Though Dallas-based Richards remains Nokia’s lead agency, sources said last month the client tapped DDB’s Dallas and Chicago offices to create an image campaign on a project basis.