CAMPAIGN: JANOVIC

By Published on .

Dweck Advertising's ambitious new guerrilla campaign for Janovic paints puts the product in front of New Yorkers in typical Big Apple in-your-face style. The goal of the campaign, according to creative director Michael Dweck, is to make Janovic "the default paint of New York." Actually, Janovic already paints most of the place anyway as the supplier for just about everything in the city, including Gracie Mansion and the bridges.

In addition to the billboards, which feature mock ads for cheesy products that are slowly covered up by Janovic paint splotches, yellow cabs are being painted red, purple bananas are appearing on vendor carts and cellar doors, stand pipes, security gates, scaffolding and even buildings and people are being colorized from a palette of nine paint colors. And for that chic touch, solid-color paintings entitled "Red" and "Blue," by the artist "Janovic" will hang in Foodworks, a Flatiron district cafe.

There were a few legal issues Dweck had to deal with, including the fact that a cab that is not yellow is not legit -- so the red taxi just drives around town, an ad on wheels. The campaign is slated to run for at least two years or, as Dweck says, "until all of Manhattan is covered." What all this will do for Janovic remains to be seen, but, according to Dweck, a manager at a GNC one block from a "Roids" billboard has already received an avalanche of requests for the "Get huge" supplement. Color us surprised.

Client: Janovic Paints Agency: Dweck, New York CD Michael Dweck AD/CWS: Michael Dweck & Stephen Pearson Designer: Paul Eng Photographers: Paul Eng & Greg Federman

Pop art, op art, bull's-eye

Peterson Milla Hooks has created a Target commercial that doubles as a groovy '60s music video. A multitude of red and white Target logos jump, jive and wail around the screen to the tune of Petula Clark's "Sign of the Times." The print campaign is just as hip, with target-dressed models blending into target-busy backgrounds.

Client: Target Agency: Peterson Milla Hooks, Minneapolis CD/AD: Dave Peterson CW: Amie Valentine Producer: Gary Tassone Director: Elaine Cantwell Editor: Brett Astor, Fischer Edit

Foul tips

After sweeping the One Show with the hilarious Fox Sports campaign that mocks just about everything, Cliff & Co. are back with another round of frat-boy-in-your-face humor. The preseason work shows us the face and body behind the voice of Fox Sports. Unfortunately, it ain't too pretty. The four spots tell (and show) us why the announcer just talks about baseball and doesn't actually play. Reasons include an allergic reaction to his own perspiration and "a need to be hugged."

The season campaign features an 89-year-old ball player who comes out of retirement to relieve the glory of the game. Again, not so pretty -- this poor guy is thrown around like, well, a gerbil in an Outpost.com ad.

Client: Fox Sports Agency: Cliff Freeman & Partners, New York CD: Eric Silver AD: Jason Gaboriau (Pre) CW: Steve Doppelt ADS/CWS: Dan Kelleher & Mark Schruntek (Season) Producer: Maresa Wickham Director: Bryan Buckley, Hungry Man Editor: Gavin Cutler, Mackenzie/Cutler

Please don't eat the wild animals

DDB/Seattle has an exceedingly bizarre two-spot campaign for Seattle's Woodland Park Zoo. In "Lioness," a suburban mom gives her baby's face a bath -- with her tongue. "This makes some people uncomfortable," notes CD Marty McDonald. And in "Grizzly," the scene is a lovely candle-lit restaurant. A man is musing over the menu when his date becomes transfixed by the glowing aquarium. She leaves the table and heads over to the tank. She stares into the water intensely, then plunges her head in, wildly shakes it around and comes up with a big ole mackerel between her teeth. The theme: "Find your inner animal."

Client: Woodland Park Zoo Agency: DDB/Seattle CD: Marty McDonald AD: Randy Gerda CW: Jeff Bossin Executive Producer: Deb Narine, Elgin DDB & Dierdre Harrington, Tool of North America Producer: Amy Taft, Tool of North America Director: Scott Burns, Tool of North America Editor: Dan Swietlik, Swietlik, Sound: Hum Post: Mixin Pixls & CO3

Plenty of room to vroom

Continuing a long tradition of outstanding work for Harley Davidson motorcycles, Carmichael Lynch comes up with another zinger of an ad for the prototypical rebel bike. The body copy is nice, giving praise to "the dust and the wind and the big, wide-open country that lures bikers like moths to a flame." But it's almost superfluous, given this headline: "My older brother has a Harley. Mom told me his name is Dave."

Client: Harley Davidson Agency: Carmichael Lynch, Minneapolis

CD/CW: Jim Nelson AD: Paul Asao Photographer: Olaf Veitman

Paging Jeff Goldblum

In what starts out as the typical extreme soda spot, we see a Gen Y kid go flying through the air with a rebel yell. Then he smacks into a giant Sunkist orange soda can with a fried buzzing noise. More people go hurling through the air, ending with the same fate -- crushed up against the giant can, grinning a goofy smile. See, "If flies ruled the world," this is how they'd attract and zap people. The tag is a chanted, "One nation under the sun. Sunkist."

Client: Sunkist Agency: FCB/Chicago CD: Jonathan Harries AD: Geoff Edwards CW: Colin Costello Producer: Mike Leary Director: Kevin Donovan, Bedford Falls Editor: David Brixton, Lookinglass Co. Post/Effects: Helena Packer, Whodoo Music: CHKW

Enter the dragon, briskly

The latest Lipton Brisk stop-motion spot plays like a celebrity death match. It's Bruce Lee vs. the Karate Kid, who points out he's actually 35. Despite his age advantage, Bruce is losing the fight when suddenly a Brisk ice tea appears in his hand. Where did it come from? Says Lee, "Editing mistake . . . in my favor!" Now ready to kick some ass, he says, "Only a fool fight man with Brisk!"

Client: Lipton Agency: J. Walter Thompson/New York CDS: Mickey Paxton & David Smith AD: John Hobbs CW: Brian Connaughton Producer: Paul Roy Director: Ken Lidster, Loose Moose Editor: Tim Fulford, Red Square Editorial Music: Amber Music Sound: Joe O'Connell, Blast

Just kidneying around

Now that everything is on the Web and life and business are ruled by the Internet (until Y2K hurls us back into the Stone Age), service provider Mindspring touts its own dependability. In fact, the company is "So reliable, we make death and taxes look iffy," as another headline reads.

Client: MindSpring Agency: Huey/Paprocki Ltd., Atlanta CD: Ron Huey & Joe Paprocki AD: Joe Paprocki CW: Bob Cianfrone

Design

The new design of Tazo teas, "helps better define the brand's unique quality and reinforces Tazo's positiong as TheReincarnation of Tea." We just think it's purty.

Client: Tazo Agency:Sandstrom Design, Portland, Ore.

Designer: Steve Sandstrom

Don't get a swelled head

To illustrate the difference between Fatbrain.com, an online business bookstore, and those other online peddlers of the printed page, Goldberg Moser O'Neill uses artsy constructions and subtly persuasive headlines to emphasize their technology base. Another ad says, "Presenting the only bookstore on Earth where Donald Knuth outsells John Grisham a billion to one." If you know who Donald Knuth is, you'd better bookmark this site.

Client: Fatbrain.com Agency: Goldberg Moser O'Neill, San Francisco GCD: Jim Noble AD: Kathleen Stevens Moore CW: Wendy Erwin Sigler Artist: Rich Borge

Brewwwwwwskiiiiiis!

Three new spots for Bud and Bud Light are immature, lowbrow, and betray more testosterone than an all-night kegger at Beta Theta Zeta. They're also really funny. The Budweiser "Lost Dog" spot, from Open Minds, features a guy walking a nasty, snarling little white poodle. As he mumbles to himself about how it's not his stupid dog, he sees a sign for a lost Dalmatian and the reward -- a Budweiser. We next see the poodle decorated in spots being quickly handed over to the owner of the missing Dalmatian, as poodle-boy grabs the Bud and dashes off. The next scene shows the Dalmatian owner's front yard crammed with dogs in fake spots and guys hoping for a Bud.

The Bud Light work, from DDB/Chicago, butches up the brand with more dude humor. In "River," an Indiana Jones type runs panting into a bar. "The river . . . I dropped my Bud Light in the river." The patrons gasp and pray as the camera pans past piranhas nailed to the wall. The drama builds when the bravest guy in the room calmly says, "Bud Light in the river, huh? Well, here we go again." He raises a hooked hand. "Who's with me? Raise yer hands!" he challenges. The entire bar raises their hooks in a cheer. Even the dog has a peg leg.

In another Bud Light spot, we see a guy in sandals and trunks heading in to the beach bar. The sign on the door says, "No shirt, no shoes, no service," but there's a Bud Light beckoning on the counter. Our ever-resilient beer drinker looks thoughtful for a moment and enters the bar amid gasps and stares and orders his Bud Light. He's turned his trunks into a shirt. A well-placed Bud keeps the spot from going NC-17.

Client: Budweiser

Agency: Open Minds, Laguna Beach CD/CW: Mark Choate ACD/AD: Powell Michael

AD: Chris D'Amico CW: Chris Cruttenden Executive Producers: Kevin Van Fleet, Open Minds & Sharn Stinson, Atlas Pictures

Director: Adam Massey, Atlas Pictures Editor: Mike Miller, Miller/Wishengrad/Peacock Music Post: Brian Banks,

Ear to Ear Audio Post: Rocco, Margarita Mix Digital Post: Mixin Pixls

Client: Bud Light Agency: DDB/Chicago GCD: John Immesoete CD/CW: Barry Burdiak ACDS/ADS: John Hays & Andy Anema ACD/CWS: Patrick Knoll Bill Cimino Executive Producers: Bryan Sweeney, DDB & Blair Stribley, Backyard Productions Director: Rob Pritts, Backyard Editor: Bob Mori, Cosmo Street (River) & Mike Coletta, The Looking Glass Co. ("No Shirt, No Shoes") Music & Sound: Elias & Associates

Ahnuld Junior

New York Sports Club's new TV campaign is weighted with some very funny images. In one spot, there's a woman who fights with her too-tight jeans and thinks she wins after using a pair of pliers to close the zipper. Too bad she doesn't notice the fly-sized rip in the back of her pants. In another spot, an infant bench-presses a barbell as naturally as if he were shaking a rattle. As the child coos with delight, the VO tells us that New York Sports instructors train to teach people how to use the equipment, "something most gyms think you're born knowing."

Client: New York Sports Clubs Agency: In-House CD/AD/CW/Director: J.C. Manwald Producers: J.C. Manwald, NYSC & Jim Czarnecki, Tank Editor: Eric Pomert, Mackenzie Cutler Music: Bang

Far-out-verghugen

Almost up to Wayne and Garth standards is a new spot from Arnold, featuring a guy alone in his car in the middle of a deserted parking lot, making robotic gestures and mouthing soundless words. Just when you think it's an anti-drug spot, his buddy opens the door to the car, a Volkswagen Golf, and out blasts Styx's '80s hit, "Mr. Roboto." As the two belt out the chorus, the VO says, "An eight-speaker stereo. Just one of over 40 features now standard on the new Golf." Rock on!

Client: Volkswagen Agency: Arnold, Boston CDS Lance Jensen & Alan Pafenbauch AD: Tim Vaccarino CW: Shane Hutton Executive Producers: Paul Shannon, Arnold; Mindy Goldberg & Jerry Solomon, Epoch Films & Deanna Mehling, Jigsaw Editorial

Director: Phil Morrison, Epoch Films Editor/Sound: Jon Hopp, Jigsaw Editorial Post: Tim Masick, Moving Images Effects: Nice Shoes Audio Post: Sound Lounge

Nice sight gag

DeVito/Verdi mocks high-priced eyeglass shops with three funny :15s for Miami-based For Eyes Optical. Based on the visual conceit of a giant price tag -- and aided by good casting -- we see the unfortunate wearers attempting to navigate around their cumbersome glasses. One poor guy starts a fire at the dinner table when his tag knocks over a candle as he's trying to woo his woman. The tagline: "Glasses with a big price tag kinda make you look stupid."

Client: For Eyes Optical

Agency: Devito/Verdi, New York ACD/CW: Rob Slosberg AD: Dawn Preston Slosberg Producers: Barbara Michelson, Devito/Verdi; Jeanette Gonzalez, Czar Films USA Director: Rogier van der Ploeg, Czar Films USA Editors: Joe McKay & David Ligorner, Progressive Image Group

Fun with unreal audio

With comically updated images of vintage TV icons -- like line art of Alfred Hitchcock's profile with a backwards baseball cap -- The Martin Agency has created an entertaining campaign for cable channel TV Land, themed, "Times change. Great TV doesn't." Besides the print, six TV spots feature preposterous deadpan audio renovations (most of the dubs are provided by Martin creatives) over scenes from the shows. Our faves are the Joe Friday Dragnet rap (also showing in theaters) and the girls from Petticoat Junction doing a rousing rendition of the Spice Girls' "Wannabe."

Client TV Land Agency: The Martin Agency, Richmond CDS: Mike Hughes, Cliff Sorah & Joe Alexander AD: Pat Wittich CW: Bob Meagher Producer: Virginia Bertholet Editor: Bob Tyskowski, Three Chopt Editorial Sound: Paul Bruski, In Your Ear

Stormy weather

Closeup of a guy and a girl in the middle of a sexy smooch. The phone rings and naturally Romeo lets the machine get it. "Hi, sweetie, it's Amy. If you're not home I'll just use my key," says a voice that wouldn't sound out of place on 1-900-HOT-BABE. The girl on the other half of the kiss smacks the guy and storms off. Speaking of Storms -- new Pepsi Storm has a smooth lemon-lime flavor even when life isn't smooth. "Sweetie, pick up your feet," coos the sultry phone voice in the next scene. Cut to Amy -- a middle-aged, overweight cleaning lady.

Client: Pepsi Storm Agency: BBDO/New York ECD: Michael Patti CD/AD: Doris Cassar CD/CW: Bill Bruce Producer: Gary Delemeester, BBDO; Nancy Hacohen, House of Usher Director: Kinka Usher, House of Usher Editors: Nelson Leonard, Editing

In this article:
Most Popular