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A Macy's campaign from Citron Haligman Bedecarre steers clear of "your average faceless department store," image says co-CD Kirk Citron, by way of explaining two spots that "parody fashion with overwrought pop imagery."

Directed by David Dobkin at RSA/L.A., the first is a cool and artsy clip in which homespun adages are adapted into funny retailer beliefs. The other is a film noirish comedy in which a tough female buyer brutalizes a group of male merchants. "I'll go 10 percent off on women's fall fashions," offers a harried guy. "You're a small-timer, Mort," she shoots back. "I want 50 percent or we walk. One more thing," she adds, grabbing the toupee off his head. "What'll you give me on rugs?"

Other credits: co-CD Matt Haligman; ADs Tom Rosenfield and Roz Romney; and CWs James Brown and Barton Corley.

It's one thing to admit failure, but to exclaim it in a new-business promotion seems suicidal.

Yet that's the strategy behind a dozen wry post cards from Chicago's McConnaughy Stein Schmidt Brown, which are a study in clever but brutal honesty. Consider, for example, the number eight overlayed with the line: "You try going eight months without any," and text that explains how the agency survived its first eight months without any business, to eventually become the fastest growing agency in Chicago.

"A lot of what comes from agencies is, 'Hire us, we're great,'*" says CD/writer Jim Schmidt, who adds that these cards, sent out in a successive 12-week period, aim to express the agency's "no-BS style. We admit bad things happen."

Jon Wyville art directed.

When Joe Milla of Minneapolis' Peterson Milla Hooks discovered a local golf course that used llamas for caddies, he couldn't help pursuing the account.

"How could I say no?" says the co-creative director/writer when asked if the poster campaign is a chance to have awards show judges ruminate on his work.

Certainly the Elmdale Hills golf course lends itself to a fairway of amusing headlines, touching on everything from Dr. Doolittle to llama dung and shepherding jokes. "Caddies available Mondays and Tuesdays. Unless, of course, they're being sheared and turned into sweaters," reads one headline.

Run by a farmer who decided to clear his land and use his cousin's llamas for staff, the course features woolly caddies as a gimmick on off-peak weekdays. The client is selling the posters and mailing them to companies, looking to catch some business on the hoof.

So what exactly are the caveats of llama-assisted golf? Golfers have to pair up, Milla explains, so one can hold the animal while the other swings, and, equally important, llamas carrying only one golf bag "tend to tip over," he adds.

This dip into the awards trough doesn't come close to being a significant business win, Milla says, unless, he jokes, "they breed them and turn into a franchise."

Other credits to co-creative director Dave Peterson and art director Brock Davis. Photograph by Joe Milla.

This refreshingly un-PC :30 opens with an Indian elder on a beach praising nature to a young tribesman. "This place speaks to me," he says. "There's the ocean, the sky, the oneness with nature." Then the kid pipes up, "Yeah, you're right! The casino should go right over there!"

The spot, for Oregon's Chinook Winds casino, was created by Portland's Dalbey & Denight Advertising, and directed by Bob Moore of Tao Tao Mona. Credit writers Scott Wild and Joel Thomas and art director Roger Bentley.

The guys at Brand Design/House Industries in Wilmington, Del., play '70s car

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