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September 1, 2004
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USA
Today Gets the Gray Out
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Pam Anderson can't compete
with USA Today. |
| In
McCann-Erickson/N.Y.'s new campaign for USA Today, the
national newspaper promises to be "Never Dull. Never Obvious.
Never Gray." -- a clever swipe at less colorful competitors
like The Wall Street Journal and The New York
Times. To drive the point home, five spots break this week
illustrating just how compelling the paper can be.
Directed by Turnpike Films' Justin Reardon -- the former
DDB/Chicago copywriter who put himself on the map earlier this
year with an over-the-top spec spot for Nutrigrain -- the
campaign takes several comic approaches to the message. In one
spot, a naked man gets locked out of his hotel room and has to
trek to the lobby covered in nothing but a complimentary
paper, fighting off curious readers along the way. In two of
the spots, not even the attentions of bombshells Pamela
Anderson and Carmen Electra can distract a man from his daily
read, while in two others we see men lulled to sleep by their
boring newspapers. As the copy tells us, "This did not have to
happen."
BREAKING
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Jimmy Dean employees talk
breakfast. |
| TBWA/Chiat/Day/L.A. has
launched a new campaign for Jimmy Dean, featuring real
employees delivering bits of breakfast wisdom. Directed by
Canadian director Martin Granger via Moxie Pictures, the spots
offer up such homespun thoughts about food as "If we were
meant to drink breakfast smoothies, then why in the heck do we
have teeth?" The campaign, which will include print and
outdoor, is anchored by the straighforward tagline "Eat Jimmy
Dean."
MOVERS
Editor
Mike Coletta, formerly of Bug Editorial, has joined New York's
89 Editorial. ... Director Gordon Clark, formerly with Tate
& Partners, has returned to his native South Africa, where
he will be repped by Velocity Afrika.
ON THE WEB
AdAge.com reports that Buick is dropping
the character of Harley Earl from its advertising campaigns.
Allow us to translate: You know the dead guy in the fedora?
The one who left you scratching your head about who exactly he
was supposed to be? That guy. Gone.
Earl was, in fact, an influential auto designer in the
middle of the last century, although we're betting he doesn't
come up often at the dinner table. Nevertheless, AdAge says
"Earl was meant to attract younger buyers who tend to view the
brand as stodgy." Bringing back an obscure industry insider
from a half century ago to reach out to the kids? Gosh, we
can't believe that didn't work.
MORE NEWS / ARCHIVE
Energizer: The Bunny is Back [08.30.04]
BBDO West Breaks California Lottery Campaign
[08.30.04]
Hires at 86 the Onions, Hi-Wire and more [08.30.04]
Leo Burnett Makes Art for Pop-Tarts [08.27.04]
W+K 12 Makes a Date with National Voice [08.27.04]
Moves at Fallon, CP+B and BrightHouse [08.27.04]
Tilex, DDB/S.F. Deliver the Truth About Mold
[08.25.04]
Fuse, Amalgamated Take It All Off [08.25.04]
Hires at Hill, Holliday and Free Market [08.25.04]
Send tips, comments and letters
to the editor to online editor Jim Hanas.
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Crain Communications Inc.
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