By Published on .


Wouldn't you kill for the assignment to introduce a line of Harley Davidson clothing? I sure would. So did the creators of this campaign. The headlines are the essence of Harleyness and read like a skid into a brick wall (that's some real fun in Harleyland). The layouts nail you between the eyes. They show the product and none too pretty. They're all red and black, the color of blood and unconsciousness. The copy is all about intimidation. "Heels have nine nails up. Ten nails down . . ." Do these ads capture the Harley mood? Let me put it this way. I'm going home right now, and if my doorman doesn't open the door really fast, I'm gonna beat the crap out of him.

Agency Carmichael Lynch


This "reality TV" parody spot, shot news chopper-style, hooked me. The cop and the chasee both make a frantic stop at a Dunkin Donuts, then the chase resumes. Even though the ending might have been funnier, this is a deft appropriation of a genre that I haven't seen tapped before. Better still, they did it cleverly with a product that makes sense.

AgencY Hill/Holliday

Director Jonathan David, Shelter films


Gross-'em-out public service anti-drug ads either hit square in the gut or strike a glancing blow, causing irritation. To work, the ad has to come off as totally real to a very ad-wary teenage audience. A sniff of phoniness will set BS meters off. Tuneout time. This new batch, designed to "educate" kids about crystal meth, mostly misses. They're supposed to be reminiscent of high fashion ads, but why? The skeletal model in undies conjures up a memory of a CK ad and evokes revulsion and shock. But what does the CK connection buy you? Just visual surprise? It almost seems like a slam at advertisers and their ads. The ads do appeal to one's vanity, and that may be enough to make them somewhat effective. But, c'mon: one ad shows a gorgeous blonde with body lesions that look totally unreal. Another uses a face model with perfect skin and rotted teeth that look about as plastic as she does.

Agency Cramer-Krasselt/milwaukee

NIKE Alpha Project

Nike's new Alpha Project work doesn't disappoint. It's weird, unexpected and very entertaining. It might not resonate like some of the past stuff, and yeah, it's a little contrived, but how can you not like crazed blood-doped midgets carrying Gary Payton around until he smushes them and opts for some Nikes instead. The spot's a little flabby and haphazard, but somehow that just adds to its oddness and appeal. The spot about a woman running through a San Francisco blizzard has a nice surprise to it, and some great car crashes.

Agency Goodby, Silverstein & Partners

Director Michael Bay, Propaganda


You're insecure. You know nothing. We can help you. This is the basic strategy for every financial ad ever created. Likewise, First Union's. These are big spots. But all this bigness has the effect of making me feel puny and not very important. The spots are interesting to watch, but they just don't connect with me and make me want to call them, or take a cold call. If the goal was name recognition and a big image, mission accomplished. If it was to make Aunt Martha feel like taking the money out of her mattress, good luck.

Agency publicis & Hal riney

Director steve beck, ilm

Arthur Bijur is President/Executive Creative Director at Cliff Freeman &

Most Popular
In this article: