For Art’s Sake

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Catchy, creative, and memorable are three words to describe this month’s selection of standout creative executions. Two of the ad campaigns, Viagra and Glucotrol XL, were executed by Cline, Davis &Mann on behalf of client Pfizer Inc. The first of the ads was cre ated for the launch of Viagra. The creative team positioned the new product through warm imagery and good copy that told a compelling story simply and authentically. The Glucotrol XL series of ads use clever, punchy, oneword and twoword headlines to create an emotional connection with the customer. Bozell Advertising’s creative execution on behalf of the Milk Processor Education Program has become a lasting, and memorable campaign, it too uses two simple words — Got milk? — this is a synergy of advertising, promotion, and education at its best. Brand:Milk Client: Milk Processor Education Program Agency:Bozell Advertising Execution:Rx Glass Debuted:July 29,2002 Creative Director: David Nobay Art Director:Judy Robinson Copywriter: Josh Schildkraut Photographer:Simon Harsent Execution: “Scrubs” Debuted:June 17,2002 Creative Director: Bernie Hogya Art Director: Andy DiLallo/Jay Benjamin Copywriter: Michael Fetsko Photographer:Annie Leibovitz Milk great job refreshing a campaign that’s now in its 10th year. These latest ads go even further to edu cate consumers about the health benefits of milk. But they don’t stop there.There are three terrific Websites that offer consumers a variety of ways to learn more and have fun, such as interactive games, recipes, videos, free stuff, and more. For GordonTorp andMichelle Moss,creative directors at HealthEd,The Patient Education Agency, located in Westfield, N.J., Bozell Advertising’s Got Milk campaign is a synergy of advertising, promotion, and education at its best — creative, relevant, memo rable, and actionable.And it all started with two little words.Got it? The explosion of DTC advertising has inundat ed consumers with healthcare information. But there’s a big difference between merely informing versus truly educating someone in a memorable, actionable manner.That’s why we were drawn to these new ads in the “Got Milk?” campaign. At HealthED, we focus on educating patients, because all the advertising and promotion in the world doesn’t matter if the end result isn’t achieved: to ensure that endusers — and in our industry that’s the patients — take their medica tion. The Got Milk? campaign has done a great job of making people from every demographic get and consume milk.The agency also has done a GordonTorp andMichelle Moss This is advertising, promotion, and education at its best. For Art’s Sake C CREATIVE review Brand:Glucotrol XL Client: Pfizer Inc. Debuted:2000 Agency:Cline,Davis &Mann Art Director: Denise Dell’Olio Copywriter:Brenda Prindle Glucotrol XL When ads like these make the books, the agen cy and the client deserve real credit. More often than not, folks in our industry settle for the familiar (and often mediocre) rather than stick out their neck for success.So,here’s to you both. What I appreciate most about this campaign is its ability to communicate. I get it instantly. Some might consider this a feeble criterion for excel lence, but howmany ads can you honestly say that about? And these do it with just a word or two — cool words.Bravo, again. This creative team has developed something very unique — mechanismofaction ads with per sonality.Take, for example, the Workaholic ad.This pill doesn’t just sustain its efficacy over 24 hours, it The launch campaign for Viagra is one cam paign that I really appreciated.The execution,Take the First Step,was one of the most compelling sto ries, portrayed simply and authentically. It depicted two middleaged people, farmers or ranchers, who definitely weren’t part of the “beautiful people” crowd.They represented “just plain folks,”who looked like they still had a spark for each other,but not lustily, more like love, real love.There was a ten derness in the man’s eyes and face as he danced with his partner.The reader can’t see her face, but from the look on his, she is still the object of his affection.Their seemingly candid moment captures the heart and spirit of the ad,and the product, promising better moments to come without revealing the obvious. It touched my heart to see it, and allowed me to “feel the moment” with them,which brought me to the purpose of the ad — Viagra — and encouraged me to feel safe and hopeful about what the product’s benefits could do to restore sexual function again. For Barbara Lehman,CEO,of alpernLehman,an ad agency located in Scottsdale, Ariz., this series of ads for Viagra captures the heart and spirit of the product without revealing the obvious. Brand:Viagra Client: Pfizer Inc. Debuted:1999 Agency:Cline,Davis &Mann Art Director:Bill O’Day Copywriter: David Newton Viagra Barbara Lehman Feel the moment busts its hump all day long. This approach makes me appreciate the effort of this persistent S.O.B. It probably makes doctors appreciate it too. When I look at these ads, I like this Glucotrol XL fellow. He’s my kind of people. According to Michael Sanzen, senior VP, creative director, at Cement Works,a New Yorkbased healthcare advertising agency, this campaign for Glucotrol XL creates an emotional connection between the brand and the customer. PharmaVOICE Michael Sanzen I like this Glucotrol XL fellow. He’s my kind of people.

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