Remember "I'd walk a mile for a Camel?" Here's a twist: 'I'd walk 6,000 miles on a camel-for Brigham's ice cream." OK, so it's not such a catchy slogan. Then again, it's a neat idea for an ad campaign that those crazy kids at New York's Dweck & Campbell recently came up with for the Boston-based Brigham's.
They placed a tiny classified ad in the International Herald Tribune back in April asking people to tell them "how far they would travel and the extremes you'd go through" to get some Brigham's, which is available only in Beantown.
They got back 10 responses, including one from a Mr. Abdallilah Abul Jabri of Morocco, who apparently had spent some time in the Boston area as a youth. Next thing you know Abu, as he's affectionately known in the casbah, is signed up to star in a goofy, seat-of-your-pants TV campaign shot on location in Morocco and Egypt. For a month TV spots "documenting" Abu's progress across the dunes ran on late night reruns of "Seinfeld" in Boston. To make sure no one missed his trek, the spots were promoted with transit ads and flyers, says Dweck & Campbell's Lori Campbell, who worked on the campaign with Michael Dweck and Steve Pearson from the agency.
The spots follow Abu as he buys a camel, says a tearful goodbye to his father and make his way across the dunes to the coast, where he's last seen with his steed boarding a trawler for Massachusetts. One problem, though: when it came time to fly to Boston to shoot Abu and his camel on Beacon Street, he got cold feet and balked. "I think he was a little intimidated by all the attention," says Campbell. We think it's because he knew he couldn't get good couscous there.
Additional credits to producer Meg Bowles and editor Dave Koza of Ian MacKenzie Editorial in New York.
This somber billboard campaign, recently launched for the U.S. Forest Service by Cole Henderson Drake, Atlanta, addresses the subject of woods arson with blunt force. Each of the three posters has a b&w shot of a child and a one-liner reminding the fire-happy of the serious implications involved in playing with matches. The campaign's aimed mainly at rural folks, who "don't take fire very seriously," explains CD Denzel Strickland. Additional credits to AD Kimberly Wright, writer Chase Claussen and photographer Mark Thomas.
SUICIDE PREVENTION LINE
"Nobody likes to get in line for anything," professes CD Ron Hawkins of Cole & Weber/Seattle. For a mere $24 telephone service charge, however, PC users in distress can queue up on a short one and put their frazzled minds to rest with real human assistance, promises this sardonic print and TV campaign for PC Helpline.
Bryan Buckley and Frank Todaro directed the :30 and :60 TV spots in an "NYPD Blue"-esque fashion: A horde of cops investigating a crime scene fail to associate an "unhinged" PC client's suicide with the service line that's apparently had him on hold for eons. Details like a mouse-shattered wall clock ("Take this puppy down to forensics," says one gumshoe) make the scene funny and the frustration it depicts horrifyingly familiar. Additional credits to AD Chuck