SPROUTING FROM YARDLEY: Yardley makes its first U.S. ad foray in years with a print ad for its botanical fragrances. The toiletries marketer is seeking to freshen its image. Included in the repositioning is a new body spray and a citrus fragrance in the bath line. The advertising from Gotham, New York, debuts in April and May magazines. It targets the younger end of Yardley of London U.S.' 18-to-49-year-old female market. Copywriter: Monte Mathews. Art director: Ronni Ascagni.
LARA LOVE: Virtual action heroine Lara Croft has helped keep sales brisk for Sony Computer Entertainment's Tomb Raider 2, and she appears in a new spot from TBWA Chiat/Day, Venice, Calif. In the ad for Tomb Raider 2 and other games, a father drags his son to the mall to buy PlayStation products. Dad's motivation: to see lusty Lara at an autograph signing. Copywriter: Bill Paul. Art director: Jerry Gentile.
IMAGE OF THE WEEK: Benetton's spring catalog is titled "Enemies," and each spread pairs an Israeli with a Palestinian in what Luciano Benetton calls a "testimony of peace." Many of the 6 million catalogs will be distributed to U.S. and foreign Newsweek subscribers. Photographer and creative director: Oliviero Toscani. Copywriter: Luisa Morgantini of the Italian Association for Peace.
Barneys New York, known for its window displays, helps TV Guide celebrate its 45th anniversary by showcasing all 2,340 TV Guide covers that have been created since 1953. The display appears in the women's windows of Barneys' Madison Avenue store and was designed by Exec VP-Creative Services Director Simon Doonan.
THE BIG PUSH: OLD NAVY ADVENTURES IN `VALUE PARADISE'
Old Navy does its take on "Gilligan's Island" in spots that break nationally today. Returning to Old Navy's ads are Magic the dog, TV star Morgan Fairchild and former fashion editor Carrie Donovan. Two spots also feature the Four Tops. The campaign touts cargo pants and positions the unit of The Gap as a "value paradise." The spots were produced in-house with media buying from Creative Media, New York. Creative director: Dennis Leggett. Copywriters: Anne Buhl, Robbie Finnegan. Deutsch, New York, is no longer working on projects with Old Navy, the company said.