HOW-TO: Popular Mechanics shows off its redesign to the ad community via a shrink-wrapped bus cruising Madison Avenue. The redesign kicks off with the May issue. In the June issue, the Hearst Magazines monthly will explain the technical process for shrink-wrapping the bus. Agency staffers who spot the Popular Mechanics bus are being given gift certificates that can be redeemed at stores and restaurants along the bus route.
IRREVERENT: The Episcopal New Church Center in Walkersville, Md., pursues Gen Xers in a poster campaign that has also brought some complaints. Coming soon from the church and Richards Group, Dallas, is a TV commercial spoofing old, religiously themed Sunday morning cartoons. Copywriter: Ron Henderson. Art directors: Jeff Hopfer, Dennis Walker.
IMAGE OF THE WEEK: Trendy cosmetics marketer Hard Candy introduces a new blush highlight called Baby Doll -- typical of the company's offbeat brand names -- in its spring/summer campaign. The ads break in June magazines and were created in-house. The creative team consisted of Ben Einstein, Jerry Sharell, Cassandra Ando and Hard Candy founder Dineh Mohajer.
A peanut butter cup cuts, like a buzzsaw, through a cookie in a spot for Reese's Reesticks, a new line extension to the Reese's brand (see related story on Page 4). Blue Sky/VIFX, Harrison, N.Y., created the animated commercial, in which the peanut butter cup slices the wafer cookie into two sticks, after which a wave of chocolate and peanut butter flows over the wafers. Ogilvy & Mather, New York, handles for Hershey Chocolate USA. Copywriter: David Ruth. Art director: Joe Johnson.
THE BIG PUSH: CHARMIN STILL SQUEEZABLY SOFT AT AGE 70
The squeeze-phobic Mr. Whipple briefly prowls the toilet paper aisle again in a spot marking the 70th anniversary of Procter & Gamble Co.'s Charmin. The commercial from D'Arcy Masius Benton & Bowles, New York, includes a clip from an old spot featuring Dick Wilson, who played Mr. Whipple in more than 500 ads from 1964 to 1985. The 81-year-old Mr. Wilson was guest of honor at a birthday party this month for the top-selling bath tissue brand. TV advertising tied to the anniversary breaks this week. Copywriter: Katy McIntyre. Art director: Pete Nicotra.