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WET WIT: Bottled water gets a quirky personality in an outdoor and radio campaign for the Pacific Northwest's Cascade Clear. Hammerquist & Saffel, Seattle, rejected the usual scenes of mountain springs and other images of purity, and instead wanted to make the product seem hip. Copywriter: Ian Cohen. Art director: Matt

PURPLE TONE: Kids may appear purple, but "Purple beats red any day," says a spot for Schering-Plough HealthCare Products' new Coppertone Kids Colorblock. The purple disappears when the product is rubbed into the skin; the color lets you know if you missed a spot. The :30 spot and print ads via Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, feature purple kids romping on the beach. Copywriter: Patty O'Brien. Art director: Christine Kilavos.

Found Art: A station I.D. for the newly launched Tele-TV tracks the life of a film-the story is told in animation that starts with an idea and ends with the opening night. The Ink Tank, New York, created the :25 for the cable-interactive joint venture of Nynex Corp., Bell Atlantic Corp. and Pacific Telesis Corp.

IMAGE OF THE WEEK: Father's Day is one of the occasions inspiring

Sheaffer's new international campaign for its high-end writing instruments. The print ads from Meyer & Wallis, Milwaukee, include b&w images that relate to the color photos of the pens above them. The Father's Day ad supports the new Prelude collection. Copywriter: Tim Wallis. Art director: Greg Huff.

The Big Push: BURMA-SHAVE MAKES INROADS ON TV: Burma-Shave signs line the highway again, this time in the product's first advertising in three decades. The :30 from Abramson Ehrlich Manes, Washington, has a couple in a classic Corvette encountering the kind of roadside poetry that made Burma-Shave famous. American Safety Razor Co. isn't trying to introduce Gen Xers to the shaving cream. Instead, the national cable campaign wants men ages 45-plus to "Rediscover Burma-Shave." Copywriter: Hal Swetnam. Art director: Joe Moscati.

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