STEEL ALLIANCE FIRES UP SLATE OF NEW IMAGE ADS: $15 MILLION WILL SUPPORT LATEST TV EFFORT TO CHANGE ATTITUDES

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Steel polishes up its image this week with a $15 million campaign, the second phase of an effort to change consumers' perception of the $60 billion industry.

This latest work for the Steel Alliance from GSD&M, Austin, Texas, continues the theme "The new steel. Feel the strength," but builds on it with an expanded line, "Another strong argument for the new steel. Feel the strength."

Those "arguments" are specific examples and facts revealed in the advertising.

STEEL VS. WOOD

One spot, for instance, pans back from a denuded patch of forest with the voice-over: "To frame the average home, it takes an acre of full-grown trees -- or the steel from eight scrapped automobiles."

Another explains the principle behind karma, that a lifetime well spent is rewarded by coming back in the next life as a higher form. As the camera zooms in on a sport-utility vehicle in the woods, voice-over says: "This was a very good washing machine."

The five 15-second TV spots feature voice-over by actress Anjelica Huston; stage and screen actor Tony Roberts intones the radio spots.

"The first phase was designed to generate awareness and favorability toward steel. These next ads are designed to create attitudinal changes," said Mark Stephenson, executive director of the Steel Alliance.

"One of the main purposes for forming the alliance [three years ago] was to promote steel and change the image of steel as a heavy, old, dirty material," commented GSD& Senior VP-Creative Director Joan Lyons.

She said the industry has made great advances in cleaning up production,

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