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RETAIL/FAST-FOOD ACTIVE CATEGORY GOES FROM SIGHT-GAGS TO SUPERSTARS TO SHOPPING TO SLURPEES TO SPAIN, FOR MORE (NECESSARY) SHOPPING

Published on .

Cotter & Co.-True Value Hardware: "Spoons/Waterfall/Chromosomes" (McConnaughy Stein Schmidt Brown; Cattell Productions and in-house; :30). Tongue-in-cheek, low-budget 10-second sight-gags that air together were named category winner. In "Spoons," circus act features man throwing spoons at woman tied to target. Voiceover: "Need some knives?" (Endframe tells us they're on sale at True Value for $9.99.) "Waterfall" shows couple at a waterfall, which suddenly reverses itself, followed by pitch for wet-dry vacs on sale. "Chromosomes" gives microscopic view, presumably of genes, with an arrow pointing to one. Voiceover: "This gene controls a person's ability to arrange tools. Unfortunately, it's recessive." Endframe shows tool chest on sale.

McDonald's Corp.: "Showdown" ( Leo Burnett USA; Pytka; :60). Michael Jordan and Larry Bird shoot baskets, with the winner getting Jordan's Big Mac sandwich and fries. The game escalates into a "Can you top this?" competition as the shots get progressively tougher: "Off the floor, off the scoreboard, off the backboard ..."

In the final scene, the two stand atop Chicago's 1,100-foot John Hancock Center as Jordan sets the challenge: "Off the expressway, over the river, off the billboard, nothin' but net."

Ikea U.S.: "Getting Married" ( Deutsch/Dworin; Crossroads Films; :30). Couple getting married in three weeks shops for furniture at Ikea. She's practical ("They have tons of styles to choose from"), he's nervous ("I won't be able to leave the toilet seat up anymore"). She closes with "They don't pressure you at Ikea. Ben doesn't respond well to pressure." Endframe: "It's a big country. Somebody's got to furnish it."

Southland Corp.-7-Eleven Stores: "Brainfreeze" (J. Walter Thompson USA; Barking Weasel; :30). Teen-ager slouches on a lawn chair in a back yard sipping a Slurpee through a straw to the accompaniment of rock music and the crackling of an electric insect-zapper. He lets out a prolonged, amplified scream, then turns to the camera, chuckles, and says "Brainfreeze."

Voice-over: "So good, it hurts. Slurpee ... coolest thing on earth."

Galerias Preciados, S.A.: "Naked/Dressed" (Casadevall PedreĀ¤o & PRG; Estudio Solanes; :35). Guaranteed clutter-buster from Ad Age's International Agency of the Year, spot for a Madrid-based department store chain shows two parallel escalators. Naked men and women ride up with their backs to the camera, while fully-garbed people ride down facing us. Voice-over: "Come and get dressed ... come to Galerias."

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