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HI, TIDE: Tide hit the road last week with a new in-your-face outdoor effort. Procter & Gamble Co.'s ads humorously describe potentially messy situations and prominently display the detergent's well-known bull's-eye logo. The out-of-home campaign created by Saatchi & Saatchi, New York, is being launched in select markets across the U.S. Copywriter: Susan Achey; Art director: Karl Turkel.

TOMBA 'MERICA: So if America loves Tomba, how come you never heard of him? Because you don't own a PlayStation and aren't in the marketing crosshairs of a new TV spot from TBWA Chiat/Day, Venice, Calif., for Sony Computer Entertainment. The ad, backing Sony's latest game Tomba!, owes much to the Ronald Reagan "Morning in America" spot. Except the Americans have Tomba-like coifs. Copywriter: Mike McKay. Art director: Scott MacGregor.

IMAGE OF THE WEEK: A Giorgio Armani outfit shows up on "Glenda," who "came from a galaxy far, far away," in one of a series of whimsical ads from Bergdorf Goodman. The campaign will run in tony magazines, but, to underscore a determination to lighten its image, Bergdorf also will advertise for the first time on Manhattan kiosks. The retailer created the advertising in-house.

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Igloo Products Corp. tells all, supermarket tabloid style, in its 1999 catalog, which the company dubs "The Igloo Inquisitor." Rives Carlberg, Houston, created the catalog, sent to distributors by the marketer of ice chest products. Igloo's officers are pictured inside in a fake ad for collectible plates. Copywriter: Dallas Baker. Art director: Althea Lee.


Be you a guy, a kid or a ventriloquist's dummy, Gingiss International can fit you with a tuxedo. The consumer gets a mirror's-eye view as a variety of fellows react to their Gingiss duds while alone in the dressing room, in the first national campaign in nearly a decade from the formalwear marketer. The commercial, created by the Rosen Group, Chicago, breaks in September. Gingiss originally enlisted the agency last year to handle youth-targeted advertising. Creative directors: George Kusch, Renee Rosen. Art director: Colleen Durack.

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