FROM STREETS OF CHINA, AN AD IDEA IS BORN: SNOWBOARDERS ON MISSION: MAGAZINES
In a scene reminiscent of the protester blocking military vehicles in Beijing's Tienenman Square during the 1989 student uprising, a snowboarder stands in the path of snow grooming machines (which pack down the snow, to the distress of snowboarders) in the photograph that dominates the Advertising Age Best Magazine ad in 1998.
The ad, for Sims snowboards, is designed to appear as a fragment of a newspaper page, with torn edges. The photo's caption: "In a courageous act of solidarity, a lone snowboarder stands up for freedom. Story on 2C." Two words, "Sims Snowboards," in newspaper headline type, is the only other text that is readable.
The ad, from Seattle agency Hammerquist & Halvorson, is for client Sims Sports, Seattle. The creative team included: Fred Hammerquist, creative director; Ian Cohen and Grant Holland, writers; Matt Peterson and Mike Proctor, art directors; Bob Peterson, photo-grapher; and Charlie Rakatansky, PhotoShop.
Kia Motors America: "Hiking Boot" (Goldberg Moser O'Neill, San Francisco). A wall display of hiking boots also has a Kia Sportage on one of the shelves, with its attributes ("Approved for class 4 hazardous terrain, mountain/high water/snow/dense forest...") listed, much as those for the boots are. Copy block gives further details on the SUV model.
Wired Magazine: "Scented" (Black Rocket, San Francisco). Spread depicts a stack of colorful and well-thumbed issues of Wired, against a black background. Headline, in 12-point type reversed out of the black: "This is not a scented ad. Unless you smell the future."
Pioneer Electronics: "Rock" ( BBDO West, Los Angeles). B&W photo in ad for a Pioneer speaker shows a tree stump-sized boulder resting on the dented trunk of a car on a mountain road. Headline: "For a moment, they thought they heard something other than bass. Then the moment passed."
Harley Davidson Motor Co.: "Care of Garment" ( Carmichael Lynch, Minneapolis). Execution for Harley-Davidson's MotorClothes shows a leather jacket against an orange background on the left half of a spread. On right half, in orange reversed out of black, the headline: "Care of garment: Sandblast frequently behind 18 wheelers. Beat clean with crowbar."
Callard & Bowser-Suchard-Altoids: "Tongue" ( Leo Burnett Co., Chicago). Another in a long line of outstanding work for Altoids, this has a pre-teen boy, clad in winter clothes and stocking cap, with his tongue stuck to a tin of wintergreen