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, Chairman/ChiefCreative Officer Saatchi & Saatchi,New York

Client: Minneapolis

Institute of Arts

Agency: Martin/Williams

There's simply nothing better in this business than seeing a piece of work that says all that's needed to be said simply and powerfully (except, of course, if you did the piece yourself). This ad/poster combines one of Henri Matisse's most recognizable images with the Land of Lakes, the state of Minnesota. The communication is direct, the execution beautifully done. You do have to read the copyline to realize the art is only from collections within the state.

Client: Aspen Agency: Cole & Weber/Seattle

At first you feel like a 6 year old in a candy store-not knowing what to look at first. But as you take it all in, you explore every inch of this ad. The typography nuzzles you along through the idea, which you have to work at somewhat, but the client certainly got their money's worth if every reader cares enough to take time to scan it all.

Client: Beck's beer

Agency: Wensauer DDB Needham, Germany

Director: David Lamb, Kruse Film, Munich

I truly am not sure what they were thinking about on this one. I guess they figured now that they've taught us all how to speak German (previous campaign) it was OK to digress to beer advertising where the guy with the big boat gets the girl with the big hair.

Seems like their positioning and execution both fell overboard. God help us if this sells beer.

Client: Norwegian Cruise Lines

Agency: Goodby, Silverstein &

Partners

And you thought you had to have blue hair and know how to play canasta to enjoy yourself on a cruise. This tasty campaign might change the way most of us think not only about a cruise vacation but about vacations in general (the ones without the kids, I meant).

The art direction is elegant without being cold or arrogant, and the writing seeps below the surface and makes you feel it. I just hope they have shuffleboard.

Client: Levi's Agency: FCB/San Francisco

Director: Joe Pytka, Pytka Productions

Like many in the business, I have admired the Levi's work for as long as I have been noticing advertising. But the latest campaign for Levi's shorts comes up, well, a little short.

The previous work for "Loose Fit" seems to marry, in most spots, a strong visual execution with an actual benefit: your jeans not being that tight (assuming you want to fly through the air with the greatest of ease). The "A loose interpretation of the original" theme was also a terrific way to say new, different but still Levi's. The "Shorts" campaign just seems to be too derivative of Levi's other campaigns but without as much substance. It would probably feel fresher had they not done it already.

Client: Skippy peanut butter

Agency: BBDO/New York

Director: Rob Lopes, Lopes Films

The amusing twist of how Bonnie Blair is thought to use Skippy to help her skate faster (her opponents think she must spread it on her skate blades) should make this spot cut through and be memorable. I applaud the agency for the idea, but mostly the client for buying something out of their target audience's box. The old "Tastes good and good for you" strategy comes out strong and clear without

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