LANDMARKS: THE WEEK OF OCTOBER 6, 1997

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attitudes:

PROMOTING PURITY: Oliviero Toscani applies the eye that has gained such notoriety in Benetton ads to the world of olive oil, in an ad for Filippo Berio. Mr. Toscani photographed a huge tire dump and contrasted that with the purity of the olive oil. SALOV North America Corp. markets Filippo Berio in the U.S.

HAND-MADE CHARACTER: Los Angeles agency Mendelsohn/Zien, which has made such a hit with its juicy-hamburger ads (AA, Sept. 29), applies its fast-food skills to Taco Bueno with a new ad character-Senor Bueno. In one spot, the spokes-hand takes advantage of free refills. Copywriter: Kim Genkinger. Art directors: Jeff Nee, Pam Cunningham.

IMAGE OF THE WEEK: Capital Publishing's Civilization broke its first ad effort last week, via Hanft Byrne Raboy Abrams, New York. The print (above) and outdoor push is themed "Civilization: Speak the culture." Copywriter: Heni Abrams. Art director: Bruce Goldstein.

found art: The U.S. Postal Service has found a new way to lick some of the most monstrous characters in film history. Its new Classic Movie Monsters series of stamps was officially issued last week, coinciding with October being National Stamp Collecting Month. The monster series was dedicated at Universal Studios Hollywood, which spawned the featured creatures in its films.

the big push: Coors Brewing Co. is featuring former Playboy model and aspiring sitcom actress Jenny McCarthy in its annual "Queen of Hollywood" promotion. The promo, which includes a sweepstakes in which the winners get a night on the town with Ms. McCarthy, is supported by radio and point-of-purchase ads created by the Integer Group, Lakewood, Colo. Coors' fall promo slot was occupied for a decade by Elvira, until she started marketing her own beer last year. A Coors spokesman said Ms. McCarthy may be involved in future ads for the brewer.

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