FOR DOZING NOSES: CNS hopes to put people to sleep in a campaign for Breathe Right nasal strips. Positioning the product as a sleep aid, the 30-second spot that broke last week shows a woman unable to sleep until she puts on a Breathe Right. She falls asleep as the bedroom floor turns into a pond and a swan glides by. The theme of the $10 million campaign is "Breathe Right. Sleep tight." It's the first work for the product from Martin/Williams, Minneapolis, since it won the account in April. Copywriter: Christopher Wilson. Art director: Randy Hughes.
BEANS ON THE BRAIN: In his first commercial piece, illustrator Calef Brown, who generally draws for publications such as The New Yorker, depicts java-loving "coffee freaks" in direct mail and print ads for Peet's Coffee & Tea. Citron Haligman Bedecarre, San Francisco, created the campaign, which also includes radio. The 37-shop chain is the place where Starbucks' founders learned their trade. Copywriters: Aaron Stern, Paige Wheeler. Art directors: Bob Pullum, Rob Hollenbeck.
IMAGE OF THE WEEK: Vanity Fair Contributing Artist Robert Risko makes his first major foray into advertising with a four-page ad section in the December issue, supporting the Lexus GS. The Conde Nast Publications monthly and the Toyota
Motor Sales USA luxury car also are linking for a four-city retrospective of Mr. Risko's work. Team One, El Segundo, Calif., handles Lexus.
DC United player Jaime Moreno is one of several Major League Soccer stars featured in a campaign for Adidas. Leagas Delaney, San Francisco, created the campaign, in which collages form the players and strive to create a personality for each. Copywriter: Scott Wild. Art director: Peter Nicholson.
the big push: DRIVEN TO DISTRACTION BY GOULET
Robert Goulet croons "It's Impossible" to a woman motorist as he pops up in various guises-including a biker and a meter maid-in a 30-second spot from Mercedes-Benz of North America. Lowe & Partners/SMS, New York created the commercial to back the $30,000 Mercedes C-Class, whose price, the spot notes, is "not impossible." The push is part of Mercedes' $80 million September-December blitz that included the launch of the all-new M-Class sport-utility vehicle. Copywriter: Amy Borkowsky. Art director: Steve Kashtan.