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MARINE MANEUVERS: It's not just a shopping center, it's a "whole new world" at Minneapolis' Mall of America and San Francisco's Pier 39, the two sites of UnderWater World. Richards Group, Dallas, created two 30-second commercial s for Tarlton Aquastar's sealife attractions. One spot is set at each location, but both star aquarium residents, which we air-breathers can view from UnderWater World's 300-foot, transparent tunnel. Copywriter: Kevin Swisher. Art director: James Mikus.

LARGE MOUSE TYPE: Capping the Disney Store in Times Square is a 3-D board supporting the cooperative "White Gloves Treatment" effort of Walt Disney Co. and American Express Co. The ad also notes that AmEx is the official card of Walt Disney World. Ogilvy & Mather Direct, New York, created the board, which includes an 181/2-by-30-foot charge card. Copywriter: Lynn Biederstadt. Art director: Ronni Reider.

image of the week: Patrick Ewing plays the prankster to Michael Jordan as TV Guide looks ahead to the NBA playoffs later this month. Sharing the cover on the issue that hits newsstands today are Messrs. Jordan, Ewing and eight othe r "Kings of the Court," highlighting the publication's "NBA Playoff Preview."

Cheesasaurus Rex makes its debut as a spokesdino for Kraft Macaroni & Cheese in a spot now running on kids programming. A cheese carwash-through which the dinosaur drives its 1963 Lincoln Continental convertible-is one of many chee sy occurrences in the commercial from Foote, Cone & Belding, Chicago. Curious Pictures, New York, brought Rex to life. Copywriter: Susan Balaban. Art director: Jim Shirreff.

A mind as well as a ball game

Getting inside the heads of ballplayers-like pitcher John Smoltz-is the concept behind the second season of Major League Baseball's "What a game" campaign. The new advertising from Lowe & Partners/SMS, New York, is a departure fr om last year's celebrity-studded effort. "Bringing fans closer to the players . . . creates a connection to the game itself," said Greg Murphy, MLB Enterprises president-CEO. The media schedule includes baseball telecasts, as wel l as network prime time in select markets. Copywriter: Scott Grayson. Art director:

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