Grocery Products - Category Winner: Kellogg's Rice Krispies Treats

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Leo Burnett Co., Chicago

Executive Creative Director: Jonathan Hoffman

Art Director: Lisa Leone

Copywriter: Desmond Lavelle

Producer: Vince Geraghty

Production Co.: M-80, Santa Monica, Calif.

Director: Jim Tozzi

Editorial Co.: Cutters, Chicago

Editor: John Zingfield

We open on a hapless subway rider, holding on to the hand railing as he gently sways. The car slams to a halt, his hand slips off the rail and he's on his butt. Solution? He takes a wonderfully sweet and extremely sticky Rice Krispies Treat snack bar, molds it into the palm of his hand, then grabs the railing again, providing a vice-like grip. Except it's a bit too tight. The next time the train comes to a jarring halt, our straphanger is on his rear again, except his arm pops off and stays stuck to the railing. We've learned not to question the fractured logic marketers employ when appealing to teen-agers, and this is yet another example. "Best when eaten," says the tag. Now we get it.


Webvan Group


Publicis & Hal Riney, San Francisco

Creative Directors: Mike Mazza, Kevin Jones, Steve Luker

Art Director: Mike Mazza

Copywriters: Mike Mazza, Matt Ashworth

Producer: Kris Roberts

Production Co.: Stiefel & Co., Santa Monica, Calif.

Director: Noam Murro

Editorial Co.: Bikini Edit, New York

Editor: Avi Oron

California Fluid Milk

Processor Board


Goodby, Silverstein & Partners, San Francisco

Creative Directors: Jeff Goodby, Rich Silverstein

Art Director: Rick Casteel

Copywriter: John Matejczyk

Producer: David Yost

Production Co.: Biscuit, Hollywood, Calif.

Director: Noam Murro

Editorial Co.: Nomad, Santa Monica, Calif.

Editor: Tom Muldoon

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