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Goat or Gloat

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Company: Kyocera Mita America, Fairfield, N.J. Agency: Seiter & Miller, New York Market: CIOs Quick chase: Speed is only one part of the pitch for Kyocera's printer. This ad talks about reliability and security. But overall, the ad lacks the creative edge of the Samsung execution. It's too mundane. The headline: "Introducing the first MFP to guarantee 80 smiles per minute" seems more concerned with supporting the tagline "A whole new reason to smile" than with supporting a genuine benefit. We wonder how realistic it is to associate smiling with printing. We have always found the experience ordinary. Chasers choice: Goat

Company: Samsung Electronics America, Ridgefield Park, N.J. Agency: Cheil Communications America, Ridgefield Park, N.J. Market: CIOs Quick chase: Samsung adroitly conveys a sense of speed and the brilliance of color in this ad that features a collage of images centered on the woman with the red scoop-necked shirt. The art direction is excellent, since we have an almost videolike sense of product demonstration as the woman moves between the meeting and the copier armed with the color slides. The copy block is relatively brief, but it serves up a wealth of useful information about the printer. Chaser's choice: Gloat

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