This month the Corner belongs to-surprise!-Cliff Freeman & Partners, which has scored with another round of laugh attacks for Little Caesars and Staples. A pair of new Caesars spots stars a nerdy guy who's having a really great day: the love of his life suddenly agrees to marry him, his hair is growing back, his long-lost dog suddenly jumps into his arms in a parking lot, he has a previously unknown twin brother behind the Caesars counter and, better yet, his favorite pizza place is having a Caesars Pleasers two-for-$9.98 sale with free Crazy Bread! Credits to: CD Arthur Bijur; ADs Greg Bell and Matt Vescovo; and writers Steve Dildarian, Harold Einstein and Tina Hall.
For Staples, we have a female secretary whose abrasive male boss has her recopying the same letter all day until she gets it right. After the umpteenth batch of screwed-up, shredded copies, he looks at her work and yells, "'Dear Bib'! What's that?" "It's the client's name," she explains. "No it's not, it's Bob. Now do it again!" Cut to the boss meeting the client, as the secretary looks on: "Hi, Bob!" gushes the grinning boss. "It's Bib," says the dour client. Cut to the secretary merrily shredding. Credits to ADs Vescovo and Henriette Lienke, CD/writer Bijur and writer Michelle Roufa.
Harmony Pictures' Charles Wittenmeier directed both campaigns.
A campaign from McKinney & Silver, Raleigh, N.C., for Karastan rugs and carpets threatens to replace the bearskin as the queen of sexy floor coverings.
Directed by Pam Thomas of Satellite Films, two :30s feature sensuous vignettes of women clothed only in rugs and carpets, which they wear wrapped around their bodies like scarves. In one spot, a woman draped in a Persian walks barefoot through a room filled with rugs hanging from a clothesline. In another, a woman, shot from behind, climbs stairs with a carpet wrapped around her waist, trailing behind her like a wedding gown. A Middle Eastern-flavored sound track, by Tomandandy, New York, supplies an ambient world beat that complements the ethereal lighting and exoticism of the spot. The curious tag, given that the underside of the rug must feel more like sandpaper than crushed velour, is, "You'll love the way it feels."
In the past, explains copywriter Liz Paradise, who teamed with art director Bob Ranew, "floor coverings were sold like hardware, which makes it pretty utilitarian. The client wanted to romanticize carpeting and make it into fashion," she adds, explaining that they were careful about keeping the visuals within the bounds of good taste. The international flavored music, she says, was also a way to reflect the rug designs.
The theme of the TV work carries into an equally sensuous print campaign, shot by Nadav Kander in which woman are wrapped in carpets, posing like sculptures.
Other credits to editor Igor Kovalik at Rock Paper Scissors, Los Angeles, and agency producer Joni Madison.
Karastan print: first the Gerber baby, now the Berber babe9
Post to alt.sex.politically.correct.vegetables: a campaign from a tiny, year-old Houston agency, AD/FX, for a local plastic surgeon exploits a fruit and vegetable motif to cut through the clutter. Backed by testimonial-style copy, a potato represents a tummy tuck, a pear is hip reduction and a brace of giant eggplants supports the words of a woman who's eager to get a load off her chest. The eggplants, however, didn't sit too well with female readers of Houston Life magazine. While there were many responses, both pro and con, according to CD/AD Charles Eldred, "there are some very angry women out there," he says with some surprise. "One called to say we'd set back the women's movement 20 years, and to ask why we didn't use a cucumber for a penis. Well, we would, but penis reduction isn't in great demand." Copy by Kevin Willis; photo by Rob Muir
What do you get when you ask the Ramones to write a song for your new beer brand, Steel Reserve? "One, two, three, four, gimme, gimme, gimme my Steel Reserve," what else? But, like, it rocks!
So discovered Mark Driscoll, a New York-based art director with a day job at a big agency, who also runs a one-man operation called C4 Advertising, which he started in 1989. C4 recently launched the Steel Reserve campaign for McKenzie River Partners, a San Francisco-based beer marketer that handles St. Ides and Black Star among other labels-Driscoll went to school with the president of McKenzie and has worked on St. Ides in the past. Steel Reserve, a higher alcohol brew billed as a "High gravity lager," which actually refers to the brewing process, has been in test in New York since last summer, and there's a gradual rollout underway that has also reached Newark, N.J., and Frisco.
Besides Driscoll's cool New York market poster, seen here, there are national TV and radio spots with the Ramones and a radio spot with the Rev. Horton Heat, all music and lyrics supplied by the artists. Heat sings cute things like, "Play with fire. Run with scissors."
"The idea there was humorous rebellion," says Driscoll. "We checked over the