PLAYING THROUGH: The PGA Tour thinks its pros are pretty good guys, and doesn't mind spending millions telling you, in the "These Guys Are Good" campaign now airing during PGA Tour broadcasts. The spots illustrate various riffs on being good, from charity work to handling competitive pressure. GSD&M, Austin, Texas, handles. Copywriter: Paul Hick. Art director: Tom Gilmore.
INITIAL REACTION: IBM's logo gets animated in five 15-second spots airing on "Science Odyssey," a PBS show sponsored by IBM Corp. In each spot, the horizontal bands in the logo letters move about to represent subjects-molecules, maze, flight, asteroids, earthquakes-tied to the theme of that week's show. The work is from production house Charlex and Ogilvy & Mather, both New York. Director: Alex Weil. Art director: Ken Barrows. Copywriter: Don Kurn.
IMAGE OF THE WEEK: Cadbury Schweppes turned to London-based artists collective Tomato and Foote, Cone & Belding, Chicago, for an irreverent campaign for Orange Crush soda. The TV spots are now running in South and Central America, with the tagline, "Leave your mark, drink Crush." Copywriter: Susan Balaban. Art director: David Thierry.
Talk show host Dr. Romance tells his callers he knows their names through a "psychic" connection, but he really uses caller ID from Bell Atlantic Corp. This African-American targeted spot from Burrell Communicaitons Group, Chicago, with music from Grammy winner Nile Rodgers, is running in urban markets, including New York, Philadelphia and Washington. Copywriter: Kelley Cole. Art director: Jeff Griffith.
THE BIG PUSH: STARTER'S FUNKY FOLLOW-UP
Starter Corp. gets funky in new TV spots breaking in mid-February that anchor an integrated marketing campaign, using renowned hip-hop DJ Funk Master Flex in sequels to Starter's popular "Right hat, wrong hat" ads of the early '90s. Media buys include NBC and Turner Network Television. The lifestyle positioning seeks to excite trendsetting urban teens. More Flex spots will break later this year. Silverman Group, New Haven, Conn., handles. Art director/copywriter: Sam Goldstein.