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REVIEW

Published on .

Mike Tesch

Partner/Co-Creative Director, Harris Drury Cohen, Ft. Lauderdale

Client: Coors Light

Agency: FCB/Chicago

Director: Joe Pytka, Pytka

P ytka does it again. This time he uses John Wayne instead of Bo or Michael or Agassi. John Wayne? Yes .... John Wayne is technically put into a commercial to help sell Coors Light.

Using old film clips of the Duke masterfully inserted into a scene where he is a general on

inspection of his troops makes this commercial amusing, and I think it will sell a lot of beer.

It's emotionally and artistically done. It's probably perfect for the market, although you can't lose with John Wayne in your spot. This technique was done in "Forrest Gump," and Woody Allen did it in "Zelig," but I always seem to enjoy it-even if it's been done, it's worth seeing again.

The nicest part of this spot is that the Coors people are donating a substantial amount of its

proceeds to the Cancer Foundation. I wish other companies would do the same.

Client: Jim Beam

Agency: Fallon McElligott

Jim Beam is over 200 years old. He should be dead by now, but he's not. He's doing some breakthrough and intriguing advertising. He's trying to change his image. He's trying to talk to kids (young adults of legal drinking age) who have not yet made a brand preference for bourbon.

The campaign line, "Get in touch with your masculine side," was written with an attitude that 25 year olds probably find appealing, because it depicts them in a contemporary way. These ads are very engaging. The art direction is well done and the photographs are strong and meaningful.

This old guy (Jim) definitely knows how to talk to this newly found young

market of his.

Client: Naya

Agency: Avrett Free & Ginsberg

Director: Jeffrey Metzner (in-house)

The theme, "Hungry for life, thirsty for Naya" could be said about any water or soda. "Hungry for life, thirsty for Evian." See, it works. That line doesn't set Naya apart from the rest.

I also did not enjoy watching this commercial. It's trying to be trendy, with a

visual moving-type treatment that isn't literally a complete masturbation. Those who did it thought they were being "edgy," and they weren't. The pictures are ordinary, and the consumer won't relate to them at all. Naya is one of the world's greatest waters; I'm sure there was something to say about it in an interesting and smart way. But they didn't do that. It looks like they ran the ripomatic. Sorry, maybe I'm just "thirsty" for a good idea.

Client: Olympus

Agency: Kirshenbaum Bond & Partners

The headline, "Can you spot....?" I've seen a hundred times. Just last year the Partnership did an ad with the headline, "Can you spot the drug addict?"

There's got to be a better way to say professionals use this camera to take snapshots. And even then I'd question the strategy. Are they telling me something new here ..... that not all Olympus owners are professionals-and not all professionals use it professionally. No shit, Sherlock. Camera as a category: great. Olympus as a product: great. This ad as an ad: not very good.

Client: DowElanco Dursban Pro

Agency: Bader Rutter & Associates

This campaign is supposedly selling insecticides, but you'd never know it. I wish there was a '90s word for "borrowed interest." I can't think of any, so I'll stay with "borrowed interest." I know this campaign will look different in trade books, but looking different is not going to convince me this product is different. It's trying very hard to stand out and not saying a word about why I should use it. Oh yes, I'm sorry, it does say it has a DOT-friendly package design and a caution label. This campaign is too cute, too clever, too visually

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