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The print campaign supporting Olivio, a pure Mediterranean olive oil spread, is world class. "Chianti" uses a striking photo of an old, feisty Siciliano, shot on location, about to enjoy his midday snack of pasta, antipasto, a little bread and a carafe of vino as he appears to be interrupted and annoyed by the photographer. The headline? "He may be 73, but you wouldn't want to spill his Chianti." The copy further invites us in with, "Life is hard in Sicily. So the people have to be, too," and goes on to tout the health benefits of Olivio, suggesting we use it instead of butter. Looking at this guy, we know there's definitely not going to be a taste tradeoff.

One very small nit. In each execution the first paragraph is in italics, perhaps honestly acknowledging if you don't want to read everything at least read this (and in every case the italics copy is Best of Ad). I'm told these ads are running in the UK only. Pity. In addition to the creative, I'd like to enjoy the product and its benefits, as well.

Agency Bartle Bogle Hegarty

Photographer Max Forsythe

Wrangler Rugged Wear

My preconceived notion of Wrangler is, they are for cowboys. Real cowboys. That's why I wear Levi's when I make a rare visit to see my wife's horses. Wear Wranglers to the stables and they automatically expect you to tack your own horse or peg you as more hat than cattle.

But this standout print campaign challenges that perception. Makes Wranglers less intimidating. More versatile. And fun.

I didn't know Wrangler made briar-resistant field pants, but this ad makes sure I do now and I plan on checking them out.

The whole campaign takes the brand beyond the corral in an intrusive, fashion-friendly way. The border and logo add back the right amount of heritage with leather stitching and branding. There's a slightly new brand persona here, but I don't think it turns its back on the cowboy.

Agency The Martin Agency/Charlotte, N.C.

Mistic Rain Forest Nectars

There are only two problems with this TV spot ("A Sloth Story"): concept and execution. A product named Mistic Rain Forest Nectars being endorsed by rain forest animals (they tried to hedge their bet by covering all the animal ad front with frogs, lizards, monkeys and birds) is not only late to the TV zoo, but there is also no surprise association. It's just too easy and expected.

The other problem with entering the current message menagerie is that most of the spots that have gone before have each, in their own way, raised the production bar or executional cost-of-entry. This one tries to ride the production successes of the others without anteing up anything new of its own. Somewhere in the copy the announcer says something (I think) about every bottle saving a part of the rain forest, but I have replayed the spot four times and still don't get it.

I do, however, think the spot was appropriately titled.

Agency DiNoto Lee

Director Gary Prerweiler, 11/11 Productions


Wow! What's happening at the good old Quaker Oats Co.?! This new campaign is hot. And startling. And strong. And fresh. Oh, yeah, I like it. A lot!

I'll try to describe the soul of this big body of work, but the most useful thing I can say is if you haven't seen it (and I hadn't), call the production company immediately for a reel. Here in one gulp is what it's all about: the energy for livin' large.

Gatorade is a niche beverage, and this work won't change that, but it does broaden the niche from sports to energy. The premise of the work is loyal to the past position of when you work up a sweat, replenish your body, but there is no longer any attempt to reshoot the Nike highlight reel. In fact, there's not one jock in any of the seven spots!

So what is included? Great copy: Usually I'm not a fan of long-copy TV, but

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