The Work

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Campaign: Citi Living

Now that dot-coms are tanking and the ranks of juvenile millionaires are dwindling, we can finally admit that we aren't rich. "We did all this research showing that the average person is like 49 and making $58,000 a year and they have two kids and they felt ashamed," says Fallon CD David Lubars. In response, the agency created a bank campaign that's about living richly rather than being rich. The new campaign includes branding work as well as spots and print for CitiPro, the financial advisory services, and the Citibank credit card. Spots range from sweetly funny to downright hilarious. In one, a young girl makes faces at the camera and then smiles broadly; the tagline reads, "Investments mature. You don't have to." In a more slapstick-styled spot, a teenage boy slumbers in his bedroom. His father vacuums, runs a sander, blares the stereo, and lets a squirrel loose in his son's room. When the kid walks out of the house dead tired the next morning, his parents call, "Good luck on your SATs!" and the screen reads "80 percent of parents worry about paying for college." Though the Fallon team began working on this project last summer, their message of financial prudence and offers of help with planning come at an opportune moment. "I think we were kind of ahead of the curve," says Lubars. "Now, with this economic shift, it's really timely."

Client: Citibank Agency: Fallon/Minneapolis ECD: David Lubars Group CD: Bob Barrie/Bob Moore AD: Greg Braun/Eric Cosper/Steve Driggs CW: Dean Buckhorn/Scott Cooney/Greg Hahn/Peter McHugh/Franklin Tipton Director: Errol Morris, @radical media/Ted Knutson, Fallon/David Denneen, Film Graphics/Craig Gillespie, MJZ

Warning Labels

In a category that gets a lot of preachy after-school-special treatment, this anti-binge drinking print work, created for Georgia Tech, is visually compelling and thought-provoking. With the tagline, "Don't drink like an idiot," they invoke the stupid and totally unnecessary consequences of over-the-top inebriation. Other executions feature liquor store specials with prices that reflect the cost of the ambulance or the DUI fines.

Client: Georgia Tech Agency: Sawyer Riley Compton CD: Bart Cleveland ACD: Al Jackson AD: Kevin Thoem CW:_Brett Compton Photographer: Chris Davis

Whassup White-Out

Though "Whassup" spoofs have abounded since the original took the country's vernacular by storm, the Super Bowl was the first venue to host a spoof on behalf of Budweiser. This prepped-out version parallels last year's "buddies", but this time they're "watching the market recap, drinking an import," and their special greeting is "What are you doing?" After a few go-rounds with this not-so-catchy catchphrase ("What are you doing? What are you doing?") you'll be nostalgic for the worn-out original.

Client: Budweiser Agency: Goodby, Silverstein & Partners CD: Jeff Goodby AD: Stefan Copiz CW: Ian Kalman Agency Producer: Cindy Epps/Jennie Lindstrom Director: Lloyd Stein Production Company: Propaganda

Vrooom With a View

In this poster campaign for racing, Y&R depicts the manifestations of Nascar fanaticism. "How bad have you got it?" reads the copy. Aside from this driver in a perpetual race, the posters show a checkered diner tablecloth filled in to resemble a starting flag and a lawn mowed into an oval racetrack.

Client: Nascar Agency: Young & Rubicam CD/AD: Jon Wyville AD: Chuck Taylor CW:Tohru Oyasu

Photographer: Heimo, San Francisco, CA

Athletic Aesthetic

Square One takes the high road in this subtle, stylized work for SMU Basketball. Rather than comedic spots about fanatic supporters and their antics, these visual metaphors instill some dignity into a category that has OD'd on Cliff Freeman. In other executions, ripped netting stands for outside shooting, and a barbed wire rim signifies the team's defensive power.

Client: Southern Methodist University Athletics Agency: Square One, Dallas AD: Jay Russell CW: Wade Alger Photographer: Scott Harben

White Christmas

In pajamas and boots, a kid rushes from his farm house onto a brown, bleak front yard. He squints his eyes in concentration, and the blue sky begins to fill with clouds as the windmills creakily churn. The front door to his house opens, affording a glimpse of the Christmas tree inside, and his father emerges. The boy opens his eyes as a single snowflake lands on his nose, and soon the snow is falling steadily. "The future belongs to those who believe in the beauty of their dreams," says the VO. "Ride the light."

Client: Qwest Agency: J. Walter Thompson CD: George Parker AD: Chris Parker CW: Travis Ashby Producer: Patti McConnell/Vicki Ferraro Director: Kinka Usher Production Co.: House of Usher Editor: Gavin Cutler, Mackenzie Cutler Effects: Quiet Man Music: Yessian Music/Sound Lounge

Final Sale

In a swanky auction house, the announcer calls up a batch of unlikely items for sale: the letter B, the color red, and gravity. Unlike some of the schmaltzy feel-good spots from the "Priceless" campaign, this deadpan skit has a nice Monty Python feel to it. When the auctioneer presents the sale of gravity, he describes it as "paperweight of the cosmos," and an assistant demonstrates by dropping a ball to the ground.

Client: MasterCard Agency: McCann Erickson CD: Joyce King Thomas AD: Holland Henton CW: Adam Wadsworth/Burnley Vest Director: MIke Mills Production Co.: Director's Bureau

Goddess Gracious

Complementing Wieden's TV "Goddess" campaign is this exquisite work for www.nikegoddess.com. The site offers an unusual range of information and services associated with women and athletics, including interviews with female sports stars like Marion Jones, ideas for new workouts and, of course, shopping. Form and function are perfectly integrated, with the elegant designs like Pucci-esque icons and graceful silhouettes of women in action, illustrating the text content. When you click on one of three Tai Chi moves, the corresponding image grows and morphs to demonstrate the relevant positions.

Client: Nike Agency: Cole & Weber Senior AD: Todd Derksen CW: Leah Idler Associate Director of Planning: Lynette Xanders-Martin Senior Producer: Wendy Fernandez User Experience Director: Carrie Vincent

The Fabric of Our Dolls' Lives

Rather than using the plastic-looking models normally seen posing in feel-good cotton ads, Ogilvy & Mather uses actual plastic models to cut through the clutter. They wisely employed the MTV folks responsible for Celebrity Death Match to make the figures. The quirky results are a welcome relief from the standard parade of Christie Brinkley lookalikes.

Client: Cotton, Inc. Agency: Ogilvy & Mather CD: Peter Wood/Dan Burrier AD: Michael Paterson CW: Christopher Skurat Photographer: Formula Z/S Producer: Barbara Kearney/Nick Litwinko Model Design: MTV Commercials Designer: Olivia Ward

Auto Erotic

Ogilvy & Mather gets atypically brash in this campaign for collectible cars, of all things. As far as we can tell, Full Grid Collectibles sells glorified Hot Wheels, but these cars are definitely for adult males. The series of four ads refer, among other things, to lesbians, erections and penis size. It's a copywriter's dream client.

Client: Full Grid Collectibles Agency: Ogilvy & Mather/Los Angeles ECD: Joe McDonagh CD: Greg Harrison AD: Justin Hooper CW: Steve Williams

Rated X

Using cut-paper artwork and animation featuring unusually graphic cartoon violence, Wieden & Kennedy touts the Winter X Games for ESPN. In the spot corresponding to the decapitated bear in the print execution (get it? execution?) at left, the animal skis with scissors in its hand, an unfortunate decision that leads to his bloody, headless fall from the ski jump. "Never ski with scissors," advises the faux-PSA, flashing the tagline "Safety first." "I think it's a funny message from ESPN, the creators of the winter X games, people who are setting up events that get people to ride motorcycles with spiked tires and stuff," laughs CW_Kevin Proudfoot. "Originally we had Safety Second, but that didn't go over too well, for obvious reasons," adds AD Kim Schoen. In other spots, more cartoon animals face their bloody demise when they violate other time-honored safety principles, including "Do not drink gasoline."

Client: ESPN X Games Agency: Wieden & Kennedy CD: Amy Nicholson/Ty Montague AD: Kim Schoen CW: Kevin Proudfoot Agency Producer: Tony Stearns Director: Geoff McFetridge Production Company: Champion Graphics

PBS N U 4 Ever

Though many people would admit to spending more time with their television than their loved ones, few would exalt this state of affairs as Leagas Delaney has in its new campaign for KQED, San Francisco's public television station. In one spot, a young man rows lazily along in a small wooden boat, reciting love poetry. His television sits across from him. In another, a young woman at a park pushes her TV on the swingset.

ent: KQED Public Television Agency: Leagas Delaney/San Francisco CD: Sean Ehringer AD: Bradley Wood CW: Matt Elhardt/Steve Morris Producer: Meredith Normand Director: Peter Darley Miller Prod. Co.: Steifel & Co. Editor: Kim Bica/David Becker, Filmcore

Boom to Bust

Times sure have changed. Last January, E*Trade entered the dot-com boom with a commercial about wasting money, featuring a carefree, dancing monkey. This year our favorite primate is no longer so happy-go-lucky. He enters a dot-com ghost town on a horse and surveys the damage, including big For Lease signs and empty offices that used to belong to companies like Tieclasp.com and Pimentoloaf.com. When a wrecking ball crashes through a building, a dirty sock puppet lands at his feet and a tear slides down his cheek. "Invest wisely," reads the tagline. Though the message remains the same, this year's spot strikes a decidedly less euphoric chord. The smug tone (E*Trade was the only dot-com advertiser returning for a second year on the Super Bowl) hit the right note with writer Tom Miller. "It feels kinda good, being out here in San Francisco. It's kind of annoying watching everyone get rich," he laughs.

Client: E*Trade Agency: Goodby, Silverstein & Partners CD: David Gray CW: Tom Miller AD: Stephen Pearson/David Gray Director: Bryan Buckley Production Company: Hungry Man

Thule for Love

We all know that men are passionate about their sports equipment, but this guy's enthusiasm is a little creepy. At first he just pats his kayak lovingly, but quickly begins to express his devotion more graphically. In one shot, he lays the kayak on the ground, climbs on top and wiggles almost rhythmically. Though at first startled, onlookers soon find themselves reconsidering the sinuous lines and delicate coating on their own equipment. Thule, which makes the gear to haul this kind of stuff around, promises that its machines treat sports equipment with similar tenderness.

Client: Thule Agency: TDA Advertising & Design CD: Jonathan Schoenberg AD: Dan Richardson CW: Eric Liebhauser/Jonathan Schoenberg Agency Producer: Rachel Peppler Director: Month Miranda Production Company: Incite Films, Denver.

Accidental Tourist

In this work for Dutch Compuserve, Y&R makes a clear case for internet blocks. While this poor kid tries to use the power of the internet to explore an innocent childhood hobby, she's about to find out more than she wanted to know about the world's most popular adult hobby.

Client: AOL Benelux Agency: PMSvW/Young & Rubicam B.V.?, Amsterdam CD: Marcel Hartog/Jeroen van Zwam AD: Martijn van Marle CW: Allard Jaspers Art Buyer: Esther Verkaaik Print Producer: Patrick van Zwieten

Arch Humor

A young urbanite on the phone in his Manhattan studio brags excitedly to folks back home the about the housing deal he's found. He gushes about the exposed brick (his small, barred window faces a brick wall in an airshaft) and the proximity to the subway (so close that the whole apartment registers the comings and goings of the trains below). He ends the conversation sitting in his bathtub in his one room, which is about the size of a bathroom. Though New Yorkers may congratulate him on his creative use of space, Missouri agency Schupp Co. would rather we flee the madness for the relative comforts of St. Louis.

Client: St. Louis Agency: Schupp Co., St. Louis CD: A. Mark Schupp AD: Angela McCaslin CW: David Molho Agency Prod.: Linda Schumacher Dir.: Jeff Kennedy Prod. Co.: YOU_Meida Producer: Chris Wagoner

Bellydance

Diet Dr Pepper "Tastes more like the original," claims the tagline. More like the original than what? Never mind, we've got fat guys in plaid skirts, always a hoot. In the latest campaign about variations of an original, a row of men stand on a stage, silhouetted against the backdrop. Their profiles reveal receding hairlines, big beer guts and undershirts. As the music begins, they move in formation to Irish music. The concept? Hudson Riverdance, an idea that clearly is not up to the original. The jiggling girth of these dancing couch potatoes is reason enough to switch to Diet.

Client: Diet Dr Pepper Agency: Young & Rubicam, New York CD: Manny Perez AD: Jordan Atlas CW: Jeff Maerov

Fowl Play

Four adolescent guys drive along a stretch of highway, passing two policeman stationed by the side of the road. "See that?" says one cop to the other. "Yup," his partner responds, and they take off after the kids. Even as the youngsters are pulled over, we don't know what they've done wrong. The camera then tilts, to reveal that each of the guys has a chicken on his head. "It's illegal to enter Wisconsin with a chicken on your head," reads the screen as the offenders stand with their hands on the car. "It's not even my chicken," one kid grumbles. In another spot, a man gets arrested for milking his neighbor's cow, an offense in Texax. When the law works in arbitrary ways, 1-800-attorneys.com wants to be your first stop.

Client: 1-800-attorneys.com Agency: McCann-Erickson Southwest/Dallas CD: Mark Daspit AD: Matt Klug CW: Will Clark/Michael Platt Agency Producer: Stephanie Murdoch Director: Scotty Bergstein Production Company: Area 51 Films DP: Paul Goldsmith Editor: Michael van de Kamer, Post Op, Dallas Postproduction: Riot, Santa Monica.

Dead Kennedys

When Thirteen Days, the story of the Cuban Missile Crisis, hit the screens, The Martin Agency saw its chance to piggyback on the movie's cultural capital. The agency produced advertising for the John F. Kennedy Museum in Boston, Mass., to run alongside the movie ads. Other ads read, "The museum is always better than the movie" and the pointed, "Our Kennedy's better than their Kennedy."

I've Been Misteated

A sleepy Gen X-er emerges from his bedroom and stumbles into the kitchen, where he pours himself a bowl of Raisin Bran Crunch. He pulls out the milk, only to find that the carton is empty. A glance out the window, however, offers him another idea. He walks out the door and up a hill, where a cow stands placidly. While he puts his bowl under the animal and tries to figure out how to get milk, his friends observe him from inside. "Are you gonna tell him that's a boy cow?" says one to the other. We think that's called a bull, but, whatever.

Client: Raisin Bran Crunch Agency: J. Walter Thompson CD: Curt Dettweiller ACD: Jon Koffler AD: D.J. Pierce Agency Producer: John Cline Director: Tom Kuntz/Mike Maguire Production Company: Propaganda Films Editor: Dave Koza, Mackenzie Cutler

Sushi Power

Using illustrations reminscent of electronics instructions or grade school textbooks, Kruskopf Olson makes a pitch for the Japanese restaurant Fuji-ya in Minneapolis. Aside from this little instructional piece on dealing with difficult clients, other ads show a Ginsu-type knife cutting through a tomato (no!) and a tin can (yes!) and two dogs, one that looks like a house pet (no!) and another that looks like a robot (yes!).

Client: Fuji-Ya Agency: Kruskopf Olson Advertising, Minneapolis AD: Bill Whitney Illustrator: George Peters

Client: John. F. Kennedy Library and Museum Agency: The Martin Agency CD: Joe Alexander AD: Tom Gibson CW: Joe Alexander Print Producer: Linda Locks