CHAIRMAN/CHIEF CREATIVE OFFICER
Client: Miller Lite
Agency: Fallon McElligott
Director: David Deneen, Atherton & Associates
There's been a lot of talk about the Miller Lite "Dick" campaign. Whether it's good or bad, whether it's smart or indulgent, this "Snow Angel" execution makes me feel good about Miller, about guys and girls and having a beer and all that fun. That should be what a beer brand is about. Hey, beer is fun. Beer advertising should be fun. I think this campaign is fun and young. The people that want to criticize it are the people that don't have the courage to do something new.
Client: Saturn EV1
Agency: Hal Riney & Partners/San Francisco
What pleases me so much about these ads is their eloquence, their artfulness. The print is thoughtfully designed for a car that offers the future. I think both the words and the images are an elegant presentation of this new technology in the form of an automobile. Beautifully designed and photographed, it stops you when you're looking through a magazine. It doesn't look like just another car ad.
Agency: Lowe & Partners/SMS
Director: Gerard de Thame, HSI
This is one of those commercials where you say, "Damn, I wish I'd done that." The brilliant recreation of historic film, combined with the song "Falling in Love Again" is elegantly irreverent. It's good, it's smart, it's entertaining. It captures so much of the soul of a very special brand in a new, fresh way. As the performance goes forward and the different eras of Mercedes owners and workers sing the song, it just makes you smile more and more as it builds. Well done.
Client: Lotus Domino
Agency: Ogilvy & Mather/New York
Director: Joe Pytka, Pytka
What is the Internet good for? What are you doing on it? Why do you have it? I think Denis Leary walking around and asking all those questions has an ironic honesty to it, in terms of people actually using the Internet for something real. Whether Lotus will actually make the Internet as real as people say it's going to be, I'm not sure. But the commercials seem to tap into a human honesty about people using it for something more productive. Leary is so charming and smart that he makes the ads very smart as well.
Agencies: Edge Creative; Leo Burnett
Directors: David Ramser, A&R Group; George Evelyn, Colossal Pictures; Bruce Dowad, Bruce Dowad & Associates; Melodie McDaniel, Neil Abrahmson, James Ivory, Veit Helmer, Palomar Pictures; Allan Van Rijn, RSA/USA; David Wild, Wild Scientific; Mike Smith, Wes Takahashi, Wildbrain; Elma Garcia, MJZ
Considering the fact that Coca-Cola's strategy was to break away from McCann and get some of the best creative people and the best creative agencies in the world to develop advertising for that huge global icon, I think the work continues to be pretty mediocre. Mostly, it's devoid of real ideas that engage and charm and entertain, if that's what they're trying to do. One good spot is "No Vacancy" (No air conditioning, no pool, etc.), but not much else is worth talking about. It seems like, with the big carrot that Sergio Zyman has to dangle in front of great creative people, he should end up with better work. Maybe the concept of using other agencies as a "stick" doesn't work.
Client: Tabasco sauce
Agency: DDB Needham/Dallas
Director: Dick Buckley, Squeak Pictures
It's hard to do "simple" anymore. With all the production values at our disposal, it seems like ideas end up being more complicated as well. Here's a simple idea that charms you from the very beginning. You see this character who's eating the pizza liberally doused with Tabasco, then a mosquito lands on his leg and bites him. You know something's going to happen, but in its simple presentation you're not quite expecting the punch when the mosquito flies off into the darkness and explodes in a ball of flame. I guess the ball of flame part couldn't have been done 10 years ago as well as it's done now with CGI, but it's still a really simple idea. Tabasco, congratulations for being a brave