The Work

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Doin' Shots

Burnett's Polaroid i-Zone campaign aimed straight for the high school set, but this international work for the Joycam is for hipsters out on the town. We think we're supposed to know that these people are hip because they dare to wear odd animal-themed accessories. (What's with the guy wearing a brooch in the shape of a greyhound? It must be a European thing.) Whereas the teens might use a camera for clever pranks, the Joycam seems to be more about getting drunk with friends. The genius who figured out how to gently explain that taking pictures of your trashed friends is fun, via the subtle tagline "Comes out at night," has tapped into a universal truth understood by anyone who's had to burn pictures of freshman-year debauchery.

Client: Polaroid Joycam Agency: Leo Burnett CD: Jonathan Hoffman CD/AD: Amy Haddad CD/CW: Kerry Keenan

Mr. T-V Land

Is there a product that Mr. T hasn't endorsed? In this bizarre TV Land mock music video that offers new lyrics to old TV theme songs, he joins forces with the now ancient Tony Randall to make musical magic; Mr. T is a rapper and Randall pretends to play a keyboard as this new odd couple waxes poetic about the glory of reruns. "TV Land is the only one that makes the remote obsolete," croons Randall. "We're up in the rankin'; E! and Family's getting a spankin'!" spits the former A-Team commando.

Client: TV Land Agency: Stun Creative CD/AD/CW: Mark Feldstein/Brad Roth Director: Mark Feldstein/Brad Roth Production Company: Stun Creative Editor: Jason Painter, Swietlik

Cutlery Cut-Up

A peppy little dog runs to the kitchen to eat his food as his owner sits down at the dinner table, but when the hungry pooch looks at a bowl full of enormous dog food pellets, he veers right and heads for his owner's place setting. We see his two paws reach up and snatch a knife and fork, which he then uses to deftly cut up his unwieldy meal. "It isn't easy being a little dog in a big dog food world," sympathizes the VO as the screen flashes on Purina's bite-sized food.

Client: Ralston Purina Canada Agency: Roche Macaulay CD: Geoffrey Roche CW: Rich Cooper AD: Simon Tuplin Director: Phil Brown Production Company: Radke Films

Absolute Citroen

The creatives at Hill Holliday didn't even have to leave their cubicles to find an artist for this beautiful work; the illustrations are by AD Adam Pierno, whose artistic stylings are entirely self-taught. (When we asked him about his education, he explained that he majored in advertising at Boston University. "It's like the dumbest thing I've ever done," he says only half-jokingly about his studies.) The posters are not for Citroen cars themselves but for a parts importer and Citroen restorer; thus the posters needed to highlight the beauty and romance of the older models. "We were going for that French World's Fair kind of poster so we could show off the unusual shapes of the cars," explains Pierno. Though he created these posters in Adobe Illustrator, they don't lack for old-world charm.

Client: Citroen Concours of America Agency: Hill, Holliday, Connors, Cosmpoulos/Boston AD: Adam Pierno CW: Eivind Ueland Illustrator: Adam Pierno

Heat-seeking Misses

Thermasilk's ongoing surreal female fantasies take an even more luscious turn in the latest installment, from JWT/New York. In the most visually intriguing spot, a young maiden with pale skin and dark, curly hair, stands against a wall while a Dracula-type figure stares her down. He begins to throw knives at her, each knife landing only inches from her body. Townspeople in perfect period costumes look on excitedly. As the villain throws the last dagger, it heads right for her heart, but she catches it, coolly, in her hand. The only thing we find odd about the spot is the tag, "The beauty in heat." Come on, what woman wants to be described as "in heat", even if we do call her a beauty?

Client: Thermasilk Agency: J. Walter Thompson, New York CD: Ed Evangelista/Chris D'Rozario CW: Liz Donnely/Erik Izo AD: Naomi Taubleb Director: Bruno Aveillan Production Company: Lochness Monster Films & Quad Productions Editor: Frederique Olzack, Wizz, Paris Sound: Popcorn Music, Paris

Early Bird Special

Portland must be a tough city if a bar can find customers for a 7-10 a.m. happy hour. Then again, who knows, maybe a wakeup shot is the secret to the Wieden success story. The tagline for the promotion reads "Here's to waking up." With deadpan testimonials from employees like Doug the Dishwasher ("Take the bowl home with you") and Bill the Proprietor ("It'll satisfy your meat tooth"), this Joe's Cellar campaign from heretofore unknown agency The Jeff Triplett Project, a new boutique agency of former MarchFirst creatives, looks like a surefire bet for the local awards show.Client: Joe's Cellar Restaurant & Lounge Agency: The Jeff Triplett Project, Portland, Ore. CD: Tim Sproul AD: Bronco Reams CW: Carl VanderZanden

Entertainment 2Night

Most sports commercials go for the laugh with comically devoted fans, but Ground Zero takes these devotees to task in its new animated ESPN campaign, done in an archly amateurish style that's about as sophisticated as an animatic. Themed "To know is to love," athletes and commentators approach excited fans and deliver improbable, sanctimonious lectures on the virtues of a nuanced understanding of the game rather than a blind root for the win (this to promote ESPN's "2Night" series of in-depth post-game commentaries). In one spot, a hyped-up hockey fan goes to the fish store to buy an octopus in hopes that the evening's game will be a playoff win. Who happens to walk into the fish emporium, dressed in uniform, but Wings players Steve Yzerman and Sergei Federov, who deliver a short lecture on the importance of defense. In keeping with the children's programming feel, the lectures end on a corny joke. In this case, the octopus clambers up onto his new owner's head, prompting Yzerman to exclaim heartily, "Now that's a hat trick I've never seen!"

Client: ESPN Agency: Ground Zero CW: Tyler Hampton AD: Paul Foulkes Animation: Class-Key Chew-Po

Eye of the Beholder

The Seattle International Film Festival takes a page from The Twilight Zone in a cool new TV promo titled "Life in Perspective," shot by the team of Bruce Branit and Jeremy Hunt, who call themselves Strange Engine. In a spooky, crowded warehouse, a man examines a series of videocameras-like boxes. As he peers into the eyepieces, bizarre images flash across the screen, from a fight sequence to a scene of West Wing's Allison Janney being felt up by a man old enough to be her father. When the curious viewer in the spot turns away from the contraptions, he looks up at the warehouse ceiling, where a giant eye is staring down a viewfinder at him.

Client: Seattle International Film Festival Agency: Sedgwick Rd., Seattle CD: Steve Johnston AD: Zach Hitner CW: Forrest Healy Director: Bruce Branit/Jeremy Hunt Production Company: A Band Apart Editor: Strange Engine, Los Angeles Sound: Eric Johnson, Clatter & Din, Seattle

Denver Nuggets

We don't see too many cool campaigns from Colorado, so this eye-catching print work for Sunneshine women's clothing stores, in which women do not very nice things ordinarily associated with men, is all the more enticing. The dry tag, "Couture that's functional and fashionable," makes a piquant contrast with shots of `bad' babes in action.

Client: Sunneshine Clothing Agency: McClain Finlon, Denver CD: Tom Leydon AD: Steve Whittier CW: Anne Macomber Photographer: Brooks Freehill

Home Plate Alone

In Wongdoody's latest effort for the L.A. Dodgers, ball players teach kids some of the more esoteric points of the game. In one spot, a player demonstrates a complicated series of signs, then asks his young protege to create his own. The kid pats his head and rubs his stomach, signifying that "it's time to climb trees." In another spot, a group of kids offer suggestions for the ballpark's next giveaway; one youngster with some sibling rivalry issues comes up with "babies." " `Give Away a Baby Night'?" asks the player. "I'll talk to management."

Client: L.A. Dodgers Agency: WongDoody/Los Angeles CD: Tracy Wong AD: Eric Goldstein CW: Tor Myhren Agency Producer: Brian O'Rourke Director: Tim Abshire Production Company: Shelter Films Editor: Chan Hatcher, Cosmo Street Sound: Vince Werner, Clatter & Din, Seattle

When Doves Fly

Normally, women don't talk too much about their armpits. In fact, except for a brief fetish scene in the Ben Stiller movie Flirting with Disaster, armpits don't inspire very much excitement. Now, the same creative team responsible for the Kotex "Red Dot" campaign has broken through again with these arresting outdoor ads that make an issue of armpit comfort without creating psychological discomfort.

Client: Dove Deodorant Agency: Ogilvy & Mather/Chicago GCD: Maureen Shirreff CD: Donna Charlton-Perrin/Courtney Smith Weinberg

Spitting Image

It's no secret that Americans find Gallic hygiene somewhat less rigorous than the optimum, and this new French work for Visual Opticiens isn't going to help that perception. As a guy waits in traffic, he idly picks at his ear and then flicks whatever he mined in there off his finger. After cleaning out that orifice, he moves on to the throat, which he clears loudly and hocks a loogie out his window - except his window is not open. Maybe he can get prescription auto glass.

Client: Visual Agency: Enjoy Scher Lafarge CD: Gilbert Scher AD: Christophe Caubel Director: Christophe Caubel Production Company: Why Us

The Artless Dodgers

Even for those who know what a jammie dodger is, this U.K. spot may still be perplexing. The scene looks like something from the WWF, but the competitors include a woman (or is it?) in a ballerina outfit and a man in a lobster costume. An announcer makes ridiculous comments ("That claw always gives him the advantage," he says gravely of the lobster) as the fighters jab at one another. The contest ensues until the "Ballistic Ballerina" pulls a rope and the entire ring is submerged in raspberry jam. A little research revealed that the jammie dodger is a kind of sandwich cookie. The BBC Online offers this description: "The centre of the sandwich is filled with a lovely white fondant, but the coup de grace is served by the hole on the top biscuit, which forms a window to the inside of the biscuit and reveals a blob of raspberry jam beneath."

Client: Jammie Dodgers Agency: Saatchi & Saatchi/London AD: Keith Terry CW: Julian Dyer Agency Producer: Jenny O'Connell Director: Joe Schaak Production Company, US: Twist, Minneapolis Production Company, U.K.: Likemind, London Production Company, Czech Republic: Flying Colors, Prague

Fish are Delish

These clever little gems from Ogilvy & Mather/L.A. use cheerful, pro-fish headlines and stylishly retro silkscreened graphics to tout Wahoo's Fish Taco. Along with headlines like "Not everything tastes like chicken," and "It's not cruel to eat fish. After all, fish eat fish," the posters include odd visual hooks. In one, headlined "You never see overweight mermaids, do you?", two small mermen admire themselves in handheld mirrors.

Client: Wahoo's Fish Tacos Agency: Ogilvy &_Mather/Los Angeles ECD: Joe McDonagh CD: Greg Harrison AD: Barry McWilliams CW: Jeff Wong


What better way to humanize sports stars than to invoke that most banal of human experiences: the Department of Motor Vehicles bureaucracy? In this spot trumpeting the calm and patience of Minnesota Twins pitcher Brian Radke, the deep-voiced announcer intones, "Last season he was a league leader with the fewest walks, and one time at the DMV he waited calmly for over two hours to get his license renewed." While flashing a montage of real game footage and vintage-looking stock shots, the VO also relates that Radke enjoys insurance seminars and waiting in traffic.

Client: Minnesota Twins Agency: Hunt Adkins CD: Doug Adkins CW: Rob Franks AD: Steve Mitchell Producer: Rich McCracken Editor: Peter Meyer Postproduction: Hi-wire

Blue Heaven

The Kmart Blue Light Special was once the feel-good ritual of the heartland, the excitement in every Midwestern housewife's day. Now that Chiat/Day got its hands on it, that blue light feels more like a harbinger of extraterrestrial life than a signifier of a sale on tube socks. In one spot, the Statue of Liberty holds a blue torch above her head; in another, a blue firefly escapes its jar in a child's bedroom. Though the spots are simple, and include almost no dialogue, the bluegrass or big band music and the clever sound tag, an intercom voice announcing "Attention Kmart shoppers," make the Blue Light Special seem almost classy.

Client: Kmart Agency: TBWA/Chiat/Day ECD: Dallas Itzen/Patrick O'Neill AD: Andi Bird CW: Gail Barlow Agency Producer: Anthony Garetti Director: Jake Scott Production Company: RSA Editor: Michael Elliot/Lucas Eskin, Mad River Post

Earnings Cap

The new Traktor campaign for Coke's summer promotions have the raw, off-kilter look that we've come to expect from the directing team. In a spot about a teenage guy who wins a million dollars from his soda cap, he earnestly explains that he's using his money wisely, making "investments" and purchasing "things I can sell if I ever get in a tight spot." As he says this, the camera pulls back to reveal he's in a jewelry store buying an enormous jeweled breastplate reading "Kevin" in cursive.

Client: Coca-Cola Agency: Leo Burnett ECD: Lisa Bennett CD: Whit Friese/Ed Tua AD: Ted Brown/Javier Osorio CW: Justin Frosolone Agency Producer: Jenny Leimbrook Director: Traktor Production Company: Partizan Entertainment Editor: David Brixton, The Lookinglass Company Sound: Asche & Spencer

Offspring R Us

What do you get the new mother whose child has cloven hooves? A pitchfork? Not if the baby is an antelope. Y&R/New York, the agency responsible for last year's excellent Congo campaign for the Bronx Zoo, makes clever, wholesome jokes out of altered baby paraphernalia.

Client: Bronx Zoo Agency: Young & Rubicam, New York CD: Betsy Petropoulos AD: Stu Garrett CW: Ted McCagg Photography: Stock

Red Tape Special

A man stands at a counter, filling out a form. "What box do I check if I want sauerkraut?" he asks the attendant behind the glass. "That'll be on the back, because sauerkraut, as you see, is in part of the first four condiment groups," the server explains patiently. All it takes is a visit to a doctor in the last 10 years to understand very quickly that this spot is mocking the labyrinthine paperwork necessary for your average throat culture. The Harvard Pilgrim Health Care tag is "Life isn't this complicated. Why should your health plan be?" In another spot, a woman in a clothing store asks a clerk if she carries a shirt in a different size. The clerk asks her to wait, and pushes a button to play some Muzak while staring vacantly at the waiting customer.

Client: Harvard Pilgrim Health Care Agency: Hill Holliday/Boston CD: Gail Schoenbrunn AD: Doug Gould CW: Eivind Ueland Agency Producer: Becky Malloy Directors: Tom Kuntz/Mike Maguire Production Company: Propaganda Editor: Tom Scherma/Mad River Post

Horse Sense

Dentsu brings William Wegman's doggie style to the racetrack. In these print ads for the Japan Racing Association, the normally dignified equines sport dreadlocks, ride motorcycles, and generally mock the racetrack's less-than-elegant clientele.

Client: Japan Racing Association Agency: Dentsu CD: Kiyoshi Shimada AD: Shigenobu Kozuka/Shunichi Sato CW: Toshiyuki Okano/Minoru Kato Creative Producer: Reiko Kanda Production Company: Taki Corporation Design: Akira Okada/Takuya Shimizu Photography: Yoshito Imaizumi Illustration: Eric White

Lizard Love

What's more fun than writing copy for a product that shares its name with a slang word for the sacred union between two people? This B-to-B campaign for FasTech's line of screws and fasteners may be the only of its kind to reference lizard sex. The copy promises service for "ordinary to exotic custom orders." Who knew that screws and fasteners could be so much fun? Then again, it's not your average hardware manufacturer that has a slogan like "It ain't no big thing."

Client: FasTech Inc. Agency: Friedman, Ellis, Nielsen & Rogan, Hauppage, N.Y. AD/CW: David Rogan

Actuarial Fever

There seem to be a lot of insurance agents out there engaging in some seriously far-fetched wishful thinking. This campaign for Amica shows throngs of teens cheering in different situations: holding posters, MTV TRL-style, outside an office building; wearing painted faces with the letter A at a tailgate party; and screaming at what looks like a rock concert, with some split-screen footage a la Woodstock. There would be a lot more accounting majors if this was the kind of reception your average paper-pusher could expect. In one spot, a girl even faints from excitement after catching sight of two middle-aged insurance agents. Yeah, right.

Client: Amica Agency: Post & Partners CD: Steve Crane AD: Richard Ostroff CW: Richard Ostroff/Steve Crane Director: Marcus Nispel/Richard Ostroff Editor: Tom Scherma Postproduction: Mad River Post

Hot Wheels

State Farm is appealing to young people in a clever new print campaign with a web tie-in, but this ad may just be a way to boost employee morale in the local offices. What agent wouldn't like to fantasize that doe-eyed, financially inept coeds need his help desperately? Of course, those who are not actually bald might take offense at the stereotype, but if they get a little hottie in the deal, that will be quickly forgotten.

Client: State Farm Insurance Agency: DDB/Chicago CD: Jim Cass AD: Jim Retzer CW: Matt Ben-Zeev Print Producer: Ron Folak