Adages: The Reverend pursues a Madison Ave. initiative

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Peter Arnell, the major marketing domo who brought Tina Turner to Hanes, Will Smith to Ray Ban, Aerosmith to Dodge, Celine Dion to Chrysler and Justin Timberlake to McDonalds, may now try to bring Rev. Al Sharpton to the White House. Adages has learned that Rev. Sharpton is pursuing the Arnell Group to create TV advertising for his run at the Democratic presidential nomination. Although the Arnell Group has no experience pushing a political platform, the shop has done pro bono work for the New York City Fire and Police Departments.

Mr. Arnell also is no stranger to politicos. He has close ties to Republicans Rudy Giuliani and Michael Bloomberg. Last week, the Madison Ave. maestro was spotted at uptown hot-spot Nello on Madison Ave. with Mr. Sharpton at around midnight. Conversation at their table was animated, with Mr. Arnell at one point exclaiming, "This campaign will be about issues!"

Mr. Arnell, of course, is also well known for a very effective campaign for Samsung, in which he famously draped slinky, sexy women around TV sets. Presumably, Mr. Arnell will not take the same route packaging a politician. He did not return phone calls, text messages or e-mail.

Mr. Sharpton, meanwhile, is known for promoting the cause of minority-owned ad agencies through his group, the Madison Ave. Initiative. The Arnell Group is not minority-owned and is not registered with the Minority Purchasing Council of New York.

Mr. Sharpton did not return calls by press time.

Ring around the collar

The premiere of "The Human Stain," a film starring Nicole Kidman and Anthony Hopkins, had a sponsor last week and it wasn't Clorox. It was The Week magazine. Why? Adages was informed by someone in the know at the pub that Miramax Prez Harvey Weinstein wanted Tina Brown and her crowd to show up. Tina's husband, Harold Evans, is consulting editor at The Week. Tina, of course, worked with Harvey on Talk magazine, which is no longer around, and Talk Miramax Books, publisher of books like "Baby Hunger: Why Some Women Who Have It All Don't Have What They Want Most" and "Goats."

Tina never did show up. Next time, Harvey, send the lady a proper invite.

Going out with a bang

Starcom MediaVest Group threw a party for the press at ultra-hot Soho House in Manhattan last week with top executives Jack Klues, Laura Caraccioli-Davis, Wally Hayward, Rishad Tobaccowala and others. Nick Brien, president, presented a film purporting to explain the integrated workings of the mega media agency. The film began with big words like "media" superimposed over a collage of archive shots from Howdy Doody to Tom Cruise in Times Square. The soundtrack then swelled with triumphant music and the screen filled with swirling planets that apparently represented the shop's various units. And then, perhaps in a foreshadowing of events later that evening, a huge meteor collided with the sun and exploded. The dazed and confused audience was then ushered into an adjoining room for drinks. It was almost 9 p.m., the event started at 6 p.m. with drinks. Mr. Brien then made an announcement that was as shattering to a room full of starving trade hacks and print journos as the collapse of the Milky Way: He said Starcom executives should go downstairs, where dinner was waiting in the club's spectacular fourth-floor dining room, and everyone else, "Well, thank you for coming."

`W' promotes `Coupling' in hotel

It gave us 40 pages of Kate Moss up-close and naked in the last issue. Now Fairchild's W is pushing a layout of the girls from "Coupling," the new NBC comedy, in the November issue. Actresses Rena Sofer, Sonya Walgner and Lindsay Price, however, only get six pages. Also, and this may presage what audiences can expect of the show itself, they are fully dressed in gobs of product placement from the likes of Moschino, Diesel, Bruno Magli, Guess? and others. The W layout also features a sweepstakes called "the Ultimate Coupling experience" in which contestants can win a one-night-stand at an hourly, adult motor lodge on lower Crenshaw Blvd. in Los Angeles.

Just kidding. Actually, winners stay at the Avalon Beverly Hills Hotel, tour the "Coupling" set at NBC studios, and of course, they get slathered with oodles of branded spa products.

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