Agency: Ogilvy & Mather/New York
Director: Leslie Dektor, Dektor/Higgins
I can just see the same old boring strategy: "Show IBM as a global player creating a path to the future with many wonderful products and services .... etc." Most of us have looked down the loaded barrel of that one before.
Well, the agency did a great job turning that strategy into fresh, informative, entertaining advertising. IBM comes out looking like a big global player without seeming too intimidating.
Client: Chivas Regal Agency: TBWA/London
This ad is very effective at selling Chivas Regal. When I compared this to the great things done in the past, I wanted to drink a whole bottle and cry.
Client: Duracell Agency: Ogilvy & Mather/New York
Director: Barry Sonnenfeld, BFCS
This campaign starring the Puttermans makes the same mistake as many special effects-driven movies. Show cool effects and hope that people will like them.
These spots are completely empty: they're not funny, they're oddly paced and the heroes are kind of ghoulish. There's nothing underneath it all. The effects, by the way, are pretty cool.
Creative DirectorLeonard/Monahan, Providence
Agency: MargeotesFertitta Donaher & Weiss
What a waste of ad dollars. People don't buy products, they buy brands. And running an ad that says virtually nothing and sports only a product shot falls far short of brand building. If only our jobs were that easy.
Client: Thom McAn
Agency: Mad Dogs & Englishmen
You have to commend a company savvy enough to realize they had a product line in need of renovation-and then went ahead and actually did something about it. The idea for the campaign is bigger than the ads themselves.
Client: Wrangler Agency: The Martin Agency
Director: Thom Higgins, Dektor/HigginsThe theme is "Real. Comfortable. Jeans." And these are real, predictable commercials. I guess these spots are perfectly fine. There's nothing wrong with them. They're nice and quiet. But they really don't move the ball forward. I don't know why anyone would pay any attention to