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Steve Simpson

Steve Luker

Creative Directors

Goodby Silverstein & Partners

San Francisco

Client: Levi's Wide Leg

Agency: FCB/San Francisco

Director: Michael Bay, Bay Films, via Propaganda Films

Wonderful fun. Especially when you realize how trivial the brief must have been ("Jeans with revolutionary, um, wide legs"). The tagline, "It's wide open," must have tickled the strategic planners who could then assure their playmates that this was all very rational stuff, while clever creative people know it's the kind of line you can write anything to. The spot is one of the very best things on TV; in lesser hands, the guy in the elevator would panic from the fastforward fantasy, while the girl would pout and preen. Here, both he and she are equally brought up short by the fantasy, and reject commitment (as who wouldn't?). We do regret the commercialization of "I Think I Love You," the song of many special evenings. On the advice of attorneys, we decline to discuss the brief midriff shot.

Client: Beefeater

Agency: Mezzina/Brown

Luker has reportedly switched to Tanqueray.

Client: Nike

Agency: Wieden & Kennedy

Director: Gordon Clark, Wildbrain Animation

It is the best campaign of the last decade and you are asked to find a corner in it and make it your own. What is most remarkable is how often and how successfully the creatives on Nike do this. While Nike can and has and will spend a million dollars on a spot, they don't have to. And perhaps they shouldn't. Nike is be-ginning to seem too big-the swoosh on scholar-athletes' jerseys the size of the "i" in michigan and the unholy alliance with the Dallas Cowboys. This spot is a wonderful antidote to this. It is an utterly charming and disarming execution, with an honest and sincere desire to please.

How rare in an ad.

Client: Columbia Sportswear

Agency: Borders Perrin & Norrander

Director: Alan Van Rijn, RSA/USA

Creatives are fickle, clients are fickle-we all get tired of our work before the public ever does. This execution, wherein the well-known Mother Gert Boyle, along with son Tim, who is strapped to the roof of the family car, head for the mountains to test the durability of their Columbia garb, is a fresh, interesting continuation of a fine long-running campaign. Why change?

Client: National Geographic

Agency: The Martin Agency

Is there a better print assignment imaginable? The stock photography is the best in the world. The subject matter is fascinating, exotic and important. How many products are even one of these things? The executions take advantage of these advantages. The layout uses yellow obviously but intelligently. The writing is excellent, and the headline makes you want to read more. And more. Which is, we're guessing, the point.

Client: Taylor guitars

Agency: Vitro Robertson

The ads suggest the kind of care and craftsmanship that go into making the guitars. The hand-done type is appropriate and elegant. The copy pretty ingeniously identifies the guitar (a scaled down affair) with the attitudes of its owners; both refuse to grow up. All the ads in the campaign suggest peacefulness and simplicity, which must mean something to people who play

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