What’s New: Portfolio





PANASONIC
AGENCY – TBWA Chiat/Day, Toronto
CLIENT – Panasonic, Mississauga, Ontario
MEDIUM – consumer print
CREATIVE DIRECTOR – Duncan Bruce
ART DIRECTORS – Gary Holme, Nathan Monteith
COPYWRITERS – Brett Channer, Joe Musicco
PHOTOGRAPHY/COMPUTER COMPOSITION – Don Dixon, Avner Levona
The broader an ad’s claim, the more likely it is to come across as mere white noise. This smart Panasonic ad focuses on a single, finite issue that’s pertinent to people in the market for a car CD player. Even the dullest reader will get the point that Panasonic’s Rebel Gear doesn’t skip in anything short of cyclonic conditions. Of course, people won’t invest in a fancy stereo unless they think owning it will be fun, and the absence of an annoying problem doesn’t constitute fun. So, with its fanciful mixture of images, the ad gives positive flair to what is essentially a negative message. There’s nothing like a little roadkill humor to evoke the joy of the open road.


SMIRNOFF VODKA
AGENCY – Lowe & Partners/SMS, New York
CLIENT – Heublein, Hartford, Conn.
MEDIUM – consumer print
CREATIVE DIRECTOR – Lee Garfinkel
ART DIRECTOR/ILLUSTRATOR – Earl Cavanah
COPYWRITER – Seth Fried
He: “I drink very expensive vodka.” She: “I’m still not sleeping with you.” The slogan: “All vodka. No pretense.” This campaign latches onto a useful insight: It’s not enough to say that people who flaunt a high-priced brand are pretentious. After all, each of us knows pretentious people who are thriving. The ad must say that such behavior is pretentious and that it won’t help you get women, jobs, whatever. The cartoon also takes pains to make this guy a head shorter than the woman, as if to say that people who buy the trendy stuff must be compensating for some shortcoming. Is that fair to short vodka-drinkers? Of course not. But attack ads call for a killer instinct, and that’s what this one displays. For its part, Smirnoff exhibits the swagger of a brand we instantly recognize, even without seeing all the letters of its name.