REVIEW LEE KOVEL EXECUTIVE CREATIVE DIRECTOR LORD, DENTSU & PARTNERS/LOS ANGELES

Published on .

Print

Client: Diet Sprite Agency: Lowe & Partners/SMS

Women in the '90s, unite and burn all advertising like this that claims to understand you and fails so miserably. I'd love to see reactions to this ad in a women's focus group. Douse the bonfire with Diet Sprite, since no women will be drinking it after this approach.

Client: Apple

Agency: BBDO/Los Angeles

This campaign must have been finished when the creatives were on vacation and the research department thought they could handle it. I agree with the idea that to spend thousands of dollars on a Power Book is both a rational and irrational decision. But to highlight the irrational part as heavy-handed as Apple has, reminds me of the BMW fiasco when they created more irrational image-driven ads, too.

Client: Johnson Controls

Agency: Cramer-Krasselt, Chicago

Flipping through the pages of Heating and Air Conditioning Age magazine, this ad is a standout. In fact, it's a standout anywhere, with a relevant message, beautiful art direction and pithy copy that explains all the environmental control work Johnson manufactures. This inventive concept pools out into a wonderful campaign. The creatives deserve to shoot this instead of using stock.

Client: Panasonic Agency: Grey Advertising/New York

Director: Peter Truckel, Corbett & Co., London

Wow. A portable hi-fi spot with no fast cuts or high-tech sexual innuendos. Nice for a change. This spot, featuring sheep using the other guy's product, has a raw and crude production value that charms me into thinking that Panasonic may be better and different from all the others. The wolf in sheep's clothing at the end is a perfect closure. 22

Client: Apple

Agency: BBDO/Los Angeles

This campaign must have been finished when the creatives were on vacation and the research department thought they could handle it. I agree with the idea that to spend thousands of dollars on a Power Book is both a rational and irrational decision. But to highlight the irrational part as heavy-handed as Apple has, reminds me of the BMW fiasco when they created more irrational image-driven ads, too.

Broadcast

Client: MCI Agency: Messner Vetere Berger McNamee Schmetterer

Director: Michael Haussman, A&R Group

MCI's valiant but convoluted effort to reach out and touch someone goes way beyond AT&T's old warm fuzzies. But ... do I really want to catch up with my old pal who's spending his days tattooing his torso? Sure ... as long as I can call him collect.

Client: Van Heusen

Agency: Weiss Whitten Stagliano

Director: Jim Sonzero, Sonzero Pugliese

Associates

What a great demo. A shirt that is wrinkle free so it irons itself. It's beautifully shot in b&w, along with a track that attempts to enhance the stylish tone (but does feel a wee bit self conscious). The shirt looks rich, comfortable and stylish and worth much more than what a Van Heusen shirt probably sells for.

In this article:
Most Popular