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Best Spots of May 2006
June 26, 2006
Introduction by Eleftheria Parpis, Adweek Creative Editor
The month of May seemed to be "celebrate-your-manliness month." Brands such as Burger King, Miller Lite and Milwaukee’s Best Light all pitched their products last month with commercials that rewarded men for their big appetites and beer-drinking rituals and punished them when they strayed. Even new ads for Combos got into the man talk with spots featuring a strangely masculine mom.
BK’s "Manthem" did it best with a 60-second parody of Helen Reddy’s "I Am Woman." Promoting the Texas Double Whopper, the tune now becomes a declaration of man’s primal need for meat. The spot, directed by Bryan Buckley, opens on a man on a date at a fancy restaurant. After looking down at his delicate portion, he stands up, walks away from his female companion and starts to sing, "I am man, hear me roar …… I am way too hungry to settle for chick food!" He marches out the door and is soon joined by throngs of men who join him "on the prowl for a Texas Double Whopper."
BK’s agency, Crispin Porter + Bogusky, also created a new effort for Miller Lite, this time centering a series of spots about the "Man Laws." A diverse cast of characters meets at a conference table to discuss problems and identify the new rules of beer-drinking. Burt Reynolds sits in the boardroom with Jerome Bettis, Eddie Griffin and Triple H, among others, who rule on what are and aren’t acceptable drinking behaviors. In "Unopened Beer," they decide what to do with any unopened beer at the end of a party.
TBWA\Chiat\Day in New York introduced its first campaign for Combos with a series of spots centered on a family whose mother is obviously a man. We watch as they say grace holding hands at the dinner table. The mom gives thanks for the "bounty"-yes, that’s right, the package of Combos on the table-and ends her prayer with, "And please, please let Dallas cover the spread this weekend." So, why cast a man as the mother? The tagline explains: Combos is "what your mom would feed you, if your mom was a man."
Yet the most talked-about campaign debut last month came from TBWA\Chiat\Day’s Playa del Rey, Calif., office and its longtime client Apple. Though it stars two men against a white background, the theme isn’t male-driven habits, but differences in computing experiences. A few years ago, Apple filmed candid interviews with "switchers," PC users who finally crossed over to the Mac side of computing. This time, the agency fired a more direct salvo at Microsoft and Bill Gates by personifying the differences between PC users and Apple devotees and the two groups’ experiences with clever casting of a Gates type in business attire and a younger slacker type in casual wear, jeans and T-shirt. The spots are all about the dialogue, and the performances are as humorous and entertaining as they are informative. When the Apple guy talks about all the wonderful things he can do with lifestyle programs, such as easily share pictures and movies with family and friends, the PC guy demonstrates how he too can share the vacation experience using pie charts. No contest. In another spot, PC is all sniffly and sneezy because he’s caught the latest virus that’s going around, and when he warns his co-star about it, Mac tells him not to worry because he’s not as vulnerable to viruses, and helps him blow his nose with a tissue. The ads make what could be cumbersome explanations of the benefits over the competition into friendly banter, and it works.
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Guest Critic Ernest Lupinacci, President and Executive Creative Director, Ernest Industries, New York
Aleve: French filmmaker François Truffaut commented that, having once worked in a factory himself, he couldn’t imagine anyone spending a whole day at work and then going to see a movie about people who labored in a factory. I’m sorry that Anthony isn’t
feeling well, but maybe if he ate better and lost some weight, he wouldn’t feel so achy.
Apple: With the exception of having somehow convinced Microsoft founder and über-geek Bill Gates to play the anthropomorphized PC, this spot couldn’t have been conceived and executed much better. OK, maybe the guy playing the Mac feels a little Jimmy Fallon-lite, but the performances, the editing, the writing, etc., all come together in a way that isn’t just "about" the brand; it IS the brand.
Burger King: When the cast collectively picks up the minivan and drops it off the bridge onto a pickup truck being pulled by a man chained to the pickup truck, who in turn is being lured by a burger held by a beautiful woman … well, let’s just say "Manthem" more than makes up for "Chilltop." The fact that both of these so-called anthem spots were produced by the same agency for two clients (BK and Coca-Cola) who sell basically the same thing is testament to the theory that great work gets BOUGHT, not SOLD.
Citi: Robert Moore wasn’t a terrible James Bond; he just wasn’t Sean Connery’s James Bond. Similarly, this iteration of the identity-theft campaign isn’t terrible; it just isn’t as good as the earlier versions. In addition, haven’t we already met credit-card-stealing, bustier-buying "Valley Girl" before?
Combos: Here’s what I say to the think tank behind this spot: Just keep doing them. It’s right for the target, it’s right for the product, it’s right for the brand. And additional applause to the client who
either had the wisdom to never write or the courage to disregard the brief that normally would refer to a cheesy, salty snack bereft of nutrition as some sort of "meal-replacement delivery platform that encourages the consumer to live a more challenging life …"
JetBlue: I like the idea better than the execution, or to be more specific, the voiceover. It reminds me of the actor/character on CSI: New York who tries way too hard to approximate and deliver what he seems to think is an "authentic" New York accent. What I do like about the spot is-to paraphrase Steven Colbert-the "balls" it has to point out that the public has lost faith in the airline industry.
Miller Lite: One of the things you have to admire about Crispin is its ability to "dig through a brand’s archaeology" and salvage all of the good ideas-regardless of where they came from-and then make them feel new and relevant. The male camaraderie captured in the old Miller Lite "Everything You Ever Wanted in a Beer, and Less" is brought back to life by the "Rag-Tag Team of Misfits" casting (I only wish Lee Marvin could be here to see it). Then they keep "Good call," which is a nice line that just never achieved its full potential. Finally, they package the whole thing in the big idea-"Man Laws"-and never mention hops or barley or some proprietary yeast formula, because beer-drinking has nothing to do with beer-making.
Planters: Like its monocle-and-top-hat-wearing mascot, I found this ad bizarre, yet endearing. Even if you don’t get the allusion to An Affair to Remember, if you’re a fan of the pistachio nut, you can’t not like this spot.
Sprint: I’m guessing the "dots" are an aspect of an actual feature that you can tap into with this walkie-talkie phone. But assuming it is indeed the linchpin of the whole idea, it seems to have taken a back seat to the Office Space/The Office aesthetic that the spot is tapping into.
Virgin Mobile: One of the things I always enjoy and admire about Virgin Mobile’s work is that it delivers well against the sensibility of its target. "Chrismahanukwanzakah" was funny, irreverent and daring. I feel like making fun of mimes is like making jokes about Riverdance-it might have been funnier awhile ago, but when was the last time you saw a mime anywhere BUT in an ad?
VW Jetta: It certainly doesn’t top a guy in a muscle car with a bullhorn yelling "Because Daddy never hugged me," but here’s where I give this spot points-it’s not just an ad for a Jetta, it’s an ad for The Jetta Report. And The Jetta Report is a whole idea that comes to life online. Which brings me to another thing Crispin does really well: It uses TV to drive people to the Web, and then it overdelivers on that experience by taking advantage of the depth, breadth and economy that medium offers.
Best Spots of May 2006
Aleve "Anthony McCants"
BBDO/New York
Anthony McCants has had arthritis for 10 years, but it doesn’t stop him from playing mind games while playing basketball with his son. He takes Aleve to deal with the pain.
Creative Credits
Chief Creative Officers: David Lubars, Bill Bruce
Sr. Creative Director: Ed Maslow
Associate CD/Copywriter: Anna Fader
Creative Supervisor/Art Director: Salvatore DeStefano
Agency Producer: Rachel Seitel
Production Company: Mr. Big Film/Venice, CA
Director/Cameraman: Tim Bieber
Cameraman: Chris DeFord
Editors: Debbie McMurtrey, Jake Jacobsen/Crew Cuts, New York
Graphics: Adam Wills, Kelly Brickner/Crew Cuts, New York
Music/Sound Design: Nutmeg Audio Post, New York
Principal Talent: Anthony McCants
Apple iMac "Virus"
TBWA\Chiat\Day/Los Angeles
John Hodgman and Justin Long star in a series of spots as PC Guy and Mac Guy. Here, the PC Guy has "the virus that’s going around." The Mac Guy won’t catch it, but he helpfully gives his rival a handkerchief before the PC Guy passes out.
Creative Credits
Worldwide Chief Creative Officer: Lee Clow
Creative Directors: Duncan Milner, Eric Grunbaum
Associate CD/Copywriter: Barton Corley
Sr. Art Director: Scott Trattner
Sr. Copywriter: Jason Sperling
Sr. Producer: Mike Refuerzo
Production Company: Epoch Films/Beverly Hills
Director: Phil Morrison
Director of Photography: Max Malkin
Editor: Lucas Eskin/Mad River Post, Santa Monica
Asst. Editors: Victor Brown, Jim Rodney, Matt Dunlap/Mad River Post, Santa Monica
Online Editor: Brian Robinson/Company 3, Santa Monica
Colorist: Stefan Sonnenfeld/Company 3, Santa Monica
Music: "Having Trouble Sneezing" composed by Mark Mothersbaugh/Mutato Muzika, Los Angeles
Sound Designer: Paul Hurtubise/Stompbox Sound, Santa Monica
Audio Mixer: Chris Hildrew/Play, Santa Monica
Principal Talent: PC Guy: John Hodgman. Mac Guy: Justin Long.
Burger King "Manthem"
Crispin Porter + Bogusky/Miami
A man leaves his date at a fancy restaurant, where he’s just been served a tiny portion. "He’s way too hungry to settle for chick food," so he’s on the prowl for a Texas Double Whopper. He’s joined by legions of other men who are both hungry and incorrigible.
Creative Credits
Chief Creative Officer: Alex Bogusky
Executive CD: Andrew Keller
Creative Director: Rob Reilly
Associate CD/Copywriter: Bob Cianfrone
Sr. Art Director: James Dawson-Hollis
Executive Producer: Rupert Samuel
Sr. Agency Producer: Keith Rose
Agency Producer: Aymi Beltrano
Agency Music Producer: Bill Meadows
Production Company: Hungry Man/New York
Director: Bryan Buckley
Director of Photography: Scott Henriksen
Editor: Gavin Cutler/MacKenzie Cutler, New York
Asst. Editor: Erik Laroi/MacKenzie Cutler, New York
Post Production: R!OT, New York
Music/Sound Design: Andrew Feltenstein, John Nau/Beacon Street Studios, Venice CA
Principal Talent: n/a
Citi "Darrel"
Fallon/Minneapolis
Darrel’s online password was stolen by an actress/singer wannabe, who used it for a makeover and is now headed to Hollywood.
Creative Credits
Executive CD: Kerry Feuerman
Group CD/Copywriter/Art Director: Steve Driggs
Copywriter: James Bray
Director of Production, NA: Brian DiLorenzo
Agency Producer: Ted Knutson
Production Company: Thomas Thomas Films/London
Director: Kevin Thomas
Director of Photography: Carl Nilsson
Editor: Andre Betz/Bug Editorial, New York
Composer: Andrew Bloch/Human, New York
Principal Talent: Darrel: Leonard E. Howze. Singer/Thief: Ilana Becker. V/O: Tish Hicks.
Combos "Grace"
TBWA\Chiat\Day/New York
A "mother" and her two sons play dominoes, but stop to say grace before enjoying a bag of Combos. They give their thanks for the tasty snacks, and "Mom" finishes by praying for Dallas to "cover the spread this weekend." Combos are "what your mom would feed you if your mom were a man."
Creative Credits
Executive CD: Gerry Graf
Group CDs: Scott Vitrone, Ian Reichenthal
Art Director: Jeff Anderson
Copywriter: Isaac Silvergate
Sr. Producer: Lora Schulson
Production Company: Moxie Pictures/Los Angeles
Director: Martin Granger
Director of Photography: Jeff Stonehouse
Editor: Tom Scherma/Cosmo Street
Transfer: Tim Masick/Company 3, Santa Monica
Audio Mixer: Philip Loeb/Sound Lounge, New York
End Frame: Charlex
Principal Talent: Man Mom: EJ Callahan. Sons: Ryan Homchick, Ryan Woolie.
Cotton, Inc. "Dry Cleaner"
DDB/New York
This dry cleaner might want to give the Maytag repairman a call. He watches as everyone passing by his store is wearing cotton, thus not needing his services. Cotton is "low maintenance. High style."
Creative Credits
Chairman, Chief Creative Officer: Lee Garfinkel
Associate CD/Art Director: Charlotte Little
Associate CD/Copywriter: Cassandra Anderson
Head of Broadcast Production: Bob Nelson
Executive Producer: Teri Altman
Production Company: Moxie Pictures/Los Angeles
Director: Pam Thomas
Director of Photography: Eric Treml
Editor: Tom Scherma/Cosmo Street, Santa Monica
Composers: Shannon Zhu, Demian Sims/The Lodge, New York
Principal Talent: James Hanna
JetBlue "Brian Burik"
JWT/New York
A JetBlue customer is boarding his flight when he realizes he left his new iPod in his rental car. A JetBlue representative comes to his rescue.
Creative Credits
Co-President/Chief Creative Officer: Ty Montague
Executive CDs: Peter Nicholson, Jeremy Postaer
CD/Art Director: Robert Rasmussen
CD/Copywriter: Andrew Ault
Agency Producer: Anthony Garetti
Asst. Producer: Rob Allen
Production Company: PLUS ET PLUS, New York
Directors: Jeremy Hollister, Judy Wellfare
Editor/Animator: Ryan McKenna
Illustrator: Dan Lish
Music/Sound Design: Alan Friedman/JWTWO, New York
Audio Engineer: Andy Green/JWTWO, New York
Principal Talent: n/a
Miller Lite "Unopened Beer"
Crispin Porter + Bogusky/Miami
Men of the Square Table debate various situations to determine the applicable "Man Law" in this new campaign. Here, they decide what to do at the end of the evening with any unopened beer brought to a party.
Creative Credits
Chief Creative Officer: Alex Bogusky
Creative Directors: Paul Keister, Bill Wright
Art Director: Geordie Stephens
Copywriter: Franklin Tipton
Director of Integrated Production: Rupert Samuel
Executive Producer: Matt Bonin
Agency Music Producer: Bill Meadows
Production Company: Villains/Beverly Hills
Director: Peter Farrelly
Director of Photography: Jeff Cutter
Editors: Tom Scherma, Christjan Jordan/Cosmo Street, Santa Monica
Asst. Editor: Amanda Golden/Cosmo Street, Santa Monica
Visual Effects: Tom McCullough, Fred Wilson, Bridget Fullan, R!OT, New York
Colorist: Tim Masick/Company 3, Santa Monica
Audio Engineer: Peter Holcomb/Sound Lounge, New York
Music Elias, Santa Monica
Principal Talent: Jerome Bettis, Burt Reynolds, Aron Ralston, Brian Binnie, Eddie Griffin, Triple H, Ty Murray, Jackie Flynn, Paul Renteria, Jackie Gesner.
Planters Nuts "Skyscraper"
fcb/New York
In an animated homage to An Affair to Remember, Mr. Peanut rushes to the top of a skyscraper looking for his true love. Fortunately, Ms. Pistachio was not struck by a car on the way to the rendezvous, and the lovers joyously embrace.
Creative Credits
Chief Creative Officer: Christoph Becker
Group CDs: Sandy Greenberg, Terri Meyer
Art Director: Todd Eisner
Copywriter: Greg Wikoff
Agency Producer: Susan Macy
Agency Music Producer: Gregory Grene
Production Company: Studio AKA/London
Directors: Marc Craste, Philip Hunt
Music/Sound Design: RMI Music/New York
Principal Talent: V/O: Nick Wyman
Sprint Nextel "Dots"
TBWA\Chiat\Day/New York
Two men in a warehouse are watching "Dots" using Nextel’s GPS Tracker. They can talk to the "Dots," and the "Dots" can talk back on their Nextel Walkie-Talkies.
Creative Credits
Executive CD: Gerry Graf
Creative Directors: Anthony Sperduti, Adam Alshin
Art Director: Joel Rodriguez
Copywriter: Gail Barlow
Director of Broadcast Production: Ozzie Spenningsby
Production Company: Biscuit Filmworks/Los Angeles
Director: Tim Godsall
Director of Photography: Bryan Newman
Editor: Ian MacKenzie/MacKenzie Cutler, New York
Principal Talent: Scott Menville, Patrick Day, Brent Hinkley, Charlie Robinson. V/O: Andrew Sherman.
Virgin Mobile "Mime March"
Mother/New York
Mimes came together in New York City, emerging from their "invisible box of silence" after years of "taunting and abuse." Their voices will finally be heard thanks to Virgin Mobile’s Switch Back Messaging Phone.
Creative Credits
Creative Directors: Linus Karlsson, Paul Malmstrom
Art Director: Rob Baird
Copywriter: Allon Tatarka
Agency Producer: Christina DeGuardi
Production Company: Harvest/Santa Monica
Director: Baker Smith
Editors: Paul Martinez, Charlie Johnston/Lost Planet, New York
Composer: Jay Lifton/Pulse Music, New York
Audio Engineer: Philip Loeb/Sound Lounge, New York
Graphics: Brand New School
Post Production: Nice Shoes, New York
Visual EFX: The Mill
Principal Talent: n/a
Volkswagen Jetta "Dance"
Crispin Porter + Bogusky/Miami
A Jetta driver’s friend asks him to teach him some new dance moves he can use on an upcoming date. The Jetta owner is insulted when his friend says, "Everyone knows you guys know how to dance." The Jetta spokesman, clad in lederhosen under his sports coat and tie, says, "Stereotyping is stupid" and directs the audience to go to thejettareport.com to lose their ignorance.
Creative Credits
Chief Creative Officer: Alex Bogusky
Executive CD: Andrew Keller
Creative Director: Rob Strasberg
Art Director: Kevin Koller
Copywriter: Carl Corbitt
Executive Producer: Rupert Samuel
Sr. Producer: Jessica Dierauer
Production Company: MJZ/Los Angeles
Director: Craig Gillespie
Director of Photography: Rodrigo Prieto
Editor: Dick Gordon/Spot Welders, New York
Asst. Editor: Dahkil Hausif/Spot Welders, New York
Post Production: R!OT
Audio Mixer: Philip Loeb/Sound Lounge, Santa Monica
Music: Beacon Street Productions, Venice CA
Principal Talent: Jetta Driver: Matt Richeleau. Friend: Leslie Odom.
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