Snowboarding: Live free or buy. Seattle-based Hammerquist & Saffel's new campaign for Sims snowboards is an effort to "return to the roots of snowboarding," explains agency copywriter Ian Cohen, and to make a stand against the commercialization of the sport -- now that monoliths like Nike have invaded the once-sacred extreme-sports territory. Another clever ad, done up as a newspaper clipping, recreates the famous Tiananmen tank blocker with a snowboarder facing off against giant snow movers. Additional agency credits to creative director Fred Hammerquist, art directors Matt Peterson and Mike Proctor, and writer Grant Holland. Streetsmart 'photojournalism' by Bob Peterson.
But how come no one comes down on a ladder and cleans the windshield? Amsterdam-based PPGH/JWT has produced J. Walter Thompson's first international campaign for Shell, kicking off with a big-production :60 that makes self-service gas stations seem a bigger pain than ever. To emphasize Shell's exclusive relationship with Ferrari in Formula One racing, the no-voiceover, no-titles commercial, shot in the Mojave desert by Allan van Rijn of RSA/USA, depicts a speeding Ferrari being refueled from the air by a plane hovering 20 feet above the car -- backed by appropriately dramatic camera angles, hold-onto-your-seatbelts editing and baroque sound design. Agency credits to creative director Peter Hebbing, art directors/writers Peter Clerox and Victor Silvis and producer Mike Hall. Postproduction at Clear, London; editing at DGW, Amsterdam; music by Jaap Eggermont at Sound Push in Blaricum, Holland.
MINIREVIEW: APPLE "THINK DIFFERENT"
Well, TBWA Chiat/Day's first spot for the reshined Apple isn't exactly "1997." Directed in-house by Jennifer Golub.
Copywriter, Cliff Freeman & Partners, New York
"Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes . . . We make tools for these kinds of people. Because while some people see them as the crazy ones, we see genius." I like this campaign. It inspires me. It makes me feel good for choosing a Macintosh. And a computer ad that makes you feel anything at all is an accomplishment. Unfortunately, when I walk into a computer store, the software I want is often available only for the PC. Then I don't feel like such a genius.
Associate Creative Director,
Goldberg Moser O'Neill, San Francisco
This elegant presentation of the core Apple philosophy (sorry) will probably be more effective at rallying Mac faithfuls than inciting mass defection from Microsoft, but that's OK. A memorable mission statement seems as good a way as any to start buffing a tarnished image. I can't help but feel, though, that "Think different" has been interpreted too broadly here. Linking Apple to artists and entrepreneurs feels appropriate; stamping a logo on images of people who devoted their lives to the furthering of human rights strikes me as crass. Sorry, but Richard Branson -- savvy, system-bucking maverick though he may be -- just doesn't belong on the same level as Martin Luther King and Gandhi. Oh well, at least it isn't Mother Teresa and Famous Amos.
Senior Art Director, Taxi, Toronto
Strategically, I'm there. "Think different" is a sound position -- but a tagline? Somehow you can't help but feel they just skimmed the surface. Sticking your logo and line next to pictures of great innovators doesn't quite do it. Mind you, it's not bad to try to associate yourself with such company, but this association, or borrowed interest, doesn't quite link. After watching the spot, which is very eloquently put together, you're left wondering what exactly Apple's role is in all of this. Sure, Apple sees itself as an innovator, but why not make the ad itself innovative rather than borrowing interest from afar? I can't help but wish they'd ended up somewhere different.
Art Director, The Martin Agency, Richmond
It's not easy to talk about a campaign that I neither like nor dislike. "Think Different" just seems to hang there, relying on the images of the respected and famous people it features. Which is where this campaign becomes questionable. I like the people a lot. Like Muhammed Ali. But I'd rather remember Ali as the greatest fighter in the world -- not a guy who can barely lift his fist to sign