CAMPAIGN INTERNATIONAL: WHAT’S HOT IN THE US

In order to write an article about what’s hot on the American advertising front, the first thing I had to ask myself was, do I approach this as a critical advertising creative or as a jaded consumer? The answer would, of course, come straight out of our mantra to clients: ’Take off your marketing director hats and judge the work you’re about to see as consumers.’

In order to write an article about what’s hot on the American

advertising front, the first thing I had to ask myself was, do I

approach this as a critical advertising creative or as a jaded consumer?

The answer would, of course, come straight out of our mantra to clients:

’Take off your marketing director hats and judge the work you’re about

to see as consumers.’



So I did just that. I chose three current US TV ads and looked at them

through the eyes of a consumer - but one who had spent thousands of

hours in meetings selling work, countless mornings rising at 3am to get

that light that only god and art directors can appreciate, and endless

nights in dark editing suites sweating half a frame here and two degrees

of colour shift there.



The current work for ESPN magazine follows an incredible body of work

for the sports network via Wieden & Kennedy. W&K’s ability to serve up a

kind of ’I’m part of this off-beat reality’ makes me feel as if it knows

more about what I like than I do. Here we have two Minnesota

Timberwolves basketball players responding to what not to do with a

sports magazine. ’Please ... no swimsuits. No one-pieces. No

thongs ... all nude. Yeah, totally nude. Tastefully done.’



Right.



Volkswagen. The long-awaited return of the Beetle has been equalled with

a much-needed return to simple, smart, believable, charming advertising,

the likes of which most car makers lose sight of during round one of the

tissue sessions.



By portraying the new bug as an icon of fun, irreverence and simpli-city

through lines including ’0-60 ... yes’ and ’Comes with wonderful new

features.



Like heat’, Arnold Communications recognised that the Bug still holds a

special place in America’s heart and simply rekindled the flame with

advertising Bill Bernbach would be very proud of.



Sony Playstation. After playing the video game, Blood Roar, a kid

confesses to his shrink that he has recurring dreams of becoming a

blood-thirsty animal. His oh-so-hip doctor, stroking a growling pug,

replies that ’humans can’t become animals’. Cut to kid looking puzzled

and then back to the shrink’s lap-dog, which has transformed into a

tiny, naked man in bondage gear. The dog/man vehemently disputes the

doctor’s diagnosis. TBWA Chiat/Day takes the all-too-familiar

psychiatrist’s couch scenario to a much more twisted (and cooler) place.



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