Ogilvy & Mather/Singapore creative director Neil French, the Leo Tolstoy of copywriting, is at it again, for Martell. French defends the long-copy style thusly: 'A casual flipper will see it and think, F--k me! Those people have a lot to say for themselves. Must be good stuff. So, in a way, the copy is just another visual element, that in itself is as visually valuable as an illustration.' Credit French for art direction and copy; illustration by Brian Grimwood
A Williams & Rockwood, Salt Lake City, three-ad campaign for Zions Bank, aimed at small businesses, attempts to overcome a perception of Zions as being tough and conservative. Credits to art director/writer Scott Rockwood and illustrator Chris Sheban
Award fire ant control, from Ciba-Geigy Corp., may not seem a likely candidate for an artistic eyeful, but 'these ads are geared toward golf course maintenance superintendents, and the ads in the trade magazines these guys read are usually excruciatingly boring,' explains copywriter Adam Cohen at Howard, Merrell & Partners, Raleigh, N.C. 'We just wanted to make something that'll pop out at them.' Other credits to illustrator Bill Mayer and art director Joe Ivey.
From Taxi in Toronto comes the Philip Burke-illustrated 'You Rule' campaign for Canada's MTV-ish YTV-that rarity of rarities, a history-based strategy aimed at youth. Credits to creative director Paul Lavoie, art director Denise Rossetto and AD/writer David Popescu. Other historical figures trivialized include Mozart, Einstein and King Tut.
It's the old America's Cup tie-in, designed for sailing and yachting magazines, but Ford and Wells Rich Greene BDDP manage to tack around the usual shot of salt-sprayed sailors in three ads, each executed by a different artist. Credits to ADs Patrick Sean Flaherty, Mark Fennimore and Elizabeth Sillen, and writers Rob Ross and Michael Mark. Acrylics by Tom Christopher.
Neil French for Martell, again illustrated by Brian Grimwood. There are a half-dozen ads in this campaign, but they're not quite as prolix as one might think. French points out that the copy is the same in all the ads; the order of the