Adages: Levi's Dresses Down Da Mayor

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San Francisco's rakish Mayor Willie Brown, resplendent in Armani suits and dress hats, has made a City Hall dress code one of his first acts. He vows to dock the pay and send home bureaucrats who show up in jeans or casual attire. One problem: S.F. is headquarters for the two biggest proponents of casual workwear, Levi Strauss and The Gap. "We're surprised he's not more supportive of the home team," says Dan Chew, Levi's consumer marketing director. "We've been here since 1853," nearly as long as Brown reigned as state Assembly speaker. Levi's is preparing to formally make its casual position known. "We're cooking up some things," Mr. Chew says, promising a "good fun" surprise for the mayor.

At Capital Cities/ABC's final management meeting in Phoenix, Michael Eisner assured his new employees Disney planned no asset sales after the merger. But Stephanie George, group publisher of Women's Wear Daily and W, says she was most reassured the night before when she was Eisner's bowling partner. "I said we're thrilled to be part of Disney," says George, "but are you selling us?" Eisner responded, "We're not selling." George notes she outscored her partner. "He wasn't concentrating. He accused me of bowling every weekend."

Recent radio ads for Alamo Rent-A-Car touted Alamo and "Daisy's Restaurant" in the Florida Keys as good deals. But it seems visitors to Daisy's at Mile Marker 33 found a bridge-and no eats. Hal Riney & Partners made up the eatery, and the tasty tale about heaping plates of Gulf shrimp lured hungry customers who then complained to radio stations, Alamo and the chamber of commerce. Alamo subbed in a real restaurant.

Among the big names vying for an Academy Award this year will be General Motors, Clorox, AT&T, McDonald's and Campbell Soup. The five advertisers were co-producers of the Oscar-nominated documentary, "Hank Aaron: Chasing the Dream," created for Ted Turner's TBS superstation but shown first in a movie theater. We can't wait to see GM's Phil Guarascio climbing up to the podium to thank his family, his ad agencies, his friend Ted . . .

In his recent book, new Apple boss Gil Amelio refers to "Lewis Gerstner." The boss of the world's biggest computer company prefers "Louis. ". . . and the Mother Nature margarine lady in one room? Yes, indeed. The Academy of Television Arts & Sciences in North Hollywood, Calif., will spend an evening Feb. 28 at the academy looking back at 50 years of commercials, with a host of commercial celebrities talking about the craft. . . . Polaroid says it will double U.S. spending this year to $40 million, at least a 10-year high and more than the $30 million Polaroid had been expected to spend.

Compiled by Bradley Johnson with news from Alice Z. Cuneo, Keith J. Kelly, Chuck Ross, Michael Wilke and Jeffery D. Zbar.

Got an Adage? Tell Brad by phone, (213) 651-3710, ext. 111; fax, (213) 655-8157; or email, [email protected]

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