Creative Director: Jack Supple
Creative Director/Copywriter: Kerry Casey
Art Directors: Paul Asao, Frank Haggerty
Copywriter: Tom Camp
Photographer: Jerry Stebbins
Carmichael Lynch's b&w series for Normark Rapala, the fishing lure marketer that's the agency's oldest client and a frequent Kelly repeater, features the fake minnow as a Dick Clark (never grows old, never stops working), an Elvis (it's that wiggle) and a guarantee to increase the value of lakefront property. The ads reach a broad target audience with a sure-fire formula: don't turn fishing into too much of a science, and have fun.
"We almost always try to say something about the action of the bait, and that it succeeds in catching fish," says Kerry Casey, creative director. "But serious points don't motivate or engage anyone. We want to make the ads as alluring as the product. If we don't catch attention with the theme, we haven't done it justice."
Normark wants to invite as many people as possible into the sport, he adds, especially since it's already the dominant fishing lure brand. The category was flat this year, but no matter; with this campaign, Rapala gained three share points.