Agency: Angotti, Thomas,
Murphy, Tony Kaye Films
I'm sucked into this spot by the zydeco music and the food that makes my mouth water and my heart burn. Even the silly mnemonic of the spoon dancing with the product at the end is somehow palatable. After the second or third time I viewed it though, I noticed a little sign in the pickup truck window that said, "A Maalox moment." I wish they would have saved that for the slate.
Client: American Express traveler's checks Agency: Ogilvy & Mather/New York
Director: Larry Hutson, 1/33 Productions
Some beautifully written and directed spots for American Express traveler's checks let us hear from the locals of lost and found departments in Washington D.C., Bermuda and Paris. These executions carry out the "Don't leave home without it" strategy in a charming, nonthreatening way. Some not-so-subtle postcards interrupt this work to hammer home the product and its obvious benefits. These spots are just a re-edit away from brilliant. Take out the postcards, though. We get the message.
Client: BMW Motorcycles
Agency: Burkhardt &
Pictured in catalog formation are some financial geeks wearing matching BMW gear that looks a lot like snowmobile attire. If that weren't enough, now we should consider buying a motorcycle as an investment opportunity.
Maybe it's only disheartening because it's a BMW ad. Even more so if you just bought one. I guess these guys weren't born to be wild.
Agency: Rumrill-Hoyt, Rochester, N.Y.
Director: Rocky Morton and Annabel Jankel,
Morton Jankel Zander Productions
This campaign would probably play well on PBS, but that's not an easy media buy. In each spot happy employees share their high technology discoveries which "Make better things for better living." These testimonials bring my heart rate down to around 15 beats per 30-second spot.
Client: Atomic for Sport Agency: Fallon McElligott
This spread in Men's Journal stopped me short. I didn't know this ski boot company made skates before seeing this ad. The brick wall imparts a painful memory of my first attempts at stopping on inline skates.
And like most cynical consumers, I waded through the copy trying to find fault with the headline's promise. I couldn't. The skates have brakes. I hope I like the product as much as I like this ad.
Client: The Gap Agency: In-house
I try to imagine the negotiations for this endorsement if Steve McQueen were still alive. And I guess I could be convinced that he would be compatible with the Gap's image, although a little long in the tooth. I just remember Steve McQueen as more of a jeans guy than a khaki guy. But the sandals he's got on are