Nine West Corp.'s eight-page insert is copy-light and art-heavy, shot by fashion photographer Herb Ritts. The only copy appears on the first page: "Nine West Spring 1997 by Herb Ritts." The insert, created in-house, highlights th e core product of women's shoes, as well as extensions like knapsacks and sunglasses. Creative director: Mike Kucharski.
UNEASY CHAIR: It's not just on the national level that Ikea turns heads, with its ads from Deutsch, New York. Ikea Seattle's new campaign, trying for a "West Coast feel," is also different from your typical furniture advertising. In the spots, a "European character" sees furniture as abstract art. Ikea, however, offers "Stuff you can use"-unlike the chair shown. Copywriter: Bobby Pearce. Art director: Karla Childers.
BICOASTAL EFFORT: Geography was no barrier, as San Francisco agency Wolfe/Doyle captured the character of unflappable New Yorkers in spots for the new regional Metro Channel, being offered to New York cable systems. A Fifth Avenue socialite needs to know the weather because, she says, when bad weather ruins her hair, "it really pisses me off." Creative director: Daniel Wolfe. Copywriter: Jason Sperling.
A limited-edition Movado watch marks the 50th anniversary of the U.S. Committee for UNICEF, and sales of the timepiece generated a $40,000 donation. The watch, designed by pop artist Romero Britto, is encased in a sculpture resembl ing the Chinese character Chi, the symbol for human energy.
the big Push:
Young women Dew it as well as guys
Mountain Dew's long-running "Dew Dudes" campaign takes a walk on the female side in a new commercial featuring four Dew-drinking young women. Backed by a tough, contemporary rendition of "Thank Heaven for Little Girls," the teens enjoy the kinds of exhilarating extreme activities practiced by their male peers in earlier spots. At the end, the familiar Dudes appear, with one professing, "I think I'm in love." BBDO Worldwide, New York, created the spot for Pepsi-Cola Co. Copywriter: Bill Bruce. Art director: Doris Cassar.