Though we can't imagine that Republicans would drink anything with a French name, Tracy Locke created special "The Conversation is Waiting" Grand Marnier ads for four custom issues of New York magazine that were distributed to conventioneers at the Republican National Convention. "This campaign's headlines are all based on those deeper moments in real conversations-moments when people get to the issues that are important to them," explains agency CCO Mike Musachio. "As with any of these, the headlines could not take a side-they needed to be neutral. Since we're talking about the upcoming election, there were plenty of areas to mine. But since the recipients of the magazines were all Republicans, there were many issues that lost their neutrality merely by raising them with such a conservative audience. Finally, we decided on bigger-picture issues that prompted people to discuss the nature of the President and the election process regardless of political party. The ad on the fourth day-There have been 43 Presidents of the United States . . ."-seemed to get the most reaction."
Client: Grand Marnier Agency: Tracy Locke, Wilton, Conn. CDs: Carl Sastram, Brian Hutter CW: Kit Cramer AD: Brian Hutter