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Updating the Classics

Published on .

Turner Classic Movies may be better known as TCM these days, but it hasn't abandoned the "classic" idea-it's just been a tad contemporized. Along those lines, to reach a larger and often more youthful audience of cable movie enthusiasts it can't hurt to have just a smidgen of fratboy 'tude in your definition of "classic" film, whatever you call yourself. So Leo Burnett's new campaign "uses both reverence for classic movies and humor to define what's 'classic,' " in order to "introduce potential viewers to TCM and encourage them to take a new look at classic film," explains Katherine Evans, TCM senior VP-marketing. Adds Burnett CD Scott English, "Film is art, so it seemed only appropriate that the executions be presented as artwork." Hence the contributions of an artist known simply as Phil, from unassuming Moose Jaw, Saskatchewan, who modestly describes himself (see i2iart.com) as "just a guy that does stuff."

Client: TCM Agency: Leo Burnett, Chicago CD/CW: Scott English CD/AD: Victor LaPorte Designers: Jeremy Smallwood, Ryan Boblett, Victor LaPorte Art Buyer: Char Eisner Illustrator: Phil

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