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04 20 2006 subscribers view large format, zoomable PDFs. Click images below to view full campaigns.
COLLATERAL: Jeep Bugs Out At the Auto Show
PRINT: South Africa Braces Itself for the Magnetic Wonderbra
ILLUSTRATION: OfficeMax Tattoos Backs
POSTERS: Liquid Logic Plays in the Water
AWARDS: Virgin Digital Sees Gold From the ADC
THE SPEC DECK: The Not So Fantastic Three
EXHIBITIONS: SVA's "Mentors" Photography Show

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An Aerial View of Sheet-Metal Entomology. Right now at the New York Auto Show, Jeep is unveiling the Wrangler Unlimited, the first four-door Wrangler.

"They wanted a communications piece that highlights the four doors ‹ something with a sense of fun and adventure," explains BBDO/Detroit writer Ty Hutchinson. "So we strapped various types of outdoor gear to the roof of the Wrangler Unlimited and photographed it from above, with the doors open. The result: bugs." The pieces are roughly 6x8 inches, and "they open up like a shadow box, and inside is a shot of the Wrangler 'dissected,' " he adds. If this looks too buggy to be true, Hutchinson insists that the photographs, by Madison Ford, "are retouched, but not too much." See the PDF for front views of the color-coordinated pieces (four in all), as well as an interior and a back view.

Client: Jeep
Agency: BBDO, Detroit
Creative Director: Bill Morden, Mike Stocker, Robin Chrumka
Copywriter: Ty Hutchinson
Art Director: John O'Hea, Paul Szary
Designer: Paul Viola
Photographer: Madison Ford

Very Strange Attractors. Playtex South Africa has introduced a new, improved Wonderbra that features a front-loaded, so to speak, magnetic clasp ‹ and this bruising study in orthodontics heralds the news.
"In a humorous way, this ad shows the power that Wonderbra-wearing women have over men," says CD Noel Cottrell of Cape Town agency FoxP2. This marks the creative debut of the shop, whose curious name references the human gene for communication and creativity, according to Cottrell. (A website is being developed at The ad appeared in the South African edition of Cosmopolitan, along with a tipped-in magnetic clasp and a full-page advertorial. The Magnetic Wonderbra, however, is not widely available in S.A. and the ad is a one-off; the product is mainly about demonstrating Wonderbra's "commitment to innovation," says Cottrell. (In the PDF is the in-store display that accompanied the launch.)

As for the decision to feature, of all things, a boy with black eyes in order to interest women in a bra, "South Africa is a very different market," explains Cottrell, who was formerly ECD at Kirshenbaum Bond in San Francisco before returning to S.A. to start FoxP2 with his creative colleagues Andrew Whitehouse and Justin Gomes, who worked at Lowe/New York. "For instance, April 7 was Wonderbra National Cleavage Day, and the Magnetic Wonderbra was punted hard on the radio leading up to the day. I can't imagine a Cleavage Day going down too well Stateside. Our market mirrors more closely those of Latin America, Mediterranean Europe and Asia." Nevertheless, "this wasn't an easy sell," he adds. Photography by Johannesburg-based Clive Stewart,

Client: Wonderbra (South Africa)
Agency: FoxP2, Cape Town
Creative Director: Noel Cottrell, Andrew Whitehouse, Justin Gomes
Copywriter: Justin Gomes
Art Director: Andrew Whitehouse
Photographer: Clive Stewart

Nice Body Copy. Outdoor and newspaper ads hyping OfficeMax's Ink Refill Program are, in the words of DDB/Chicago CD Vinny Warren, "sexy in an unsexy category."
The Ink Initiative, as it's known, features OfficeMax ink filling station kiosks, which "will enable consumers to refill empty ink cartridges at up to 50% savings over buying a new cartridge," according to the company. It's the first step in an effort to provide customers "with a total ink solution spanning the purchase of new ink cartridges, the refilling of empty ones and the recycling of ink cartridges that have reached the end of their useful life." OfficeMax senior VP-marketing Bob Thacker says the company "is taking a different strategy, assuring consumers that we'll be there for the entire life cycle of an ink cartridge. What better way to say that than using the life-lasting art of the tattoo?" So tat cat Todd Holloway (see created watercolor versions of tattoos on paper, which were married to the photography of fashion/beauty shooter Daniela Federici ( "The combination of Holloway's amazing tattoo art and Federici's photography is not what you'd expect for what is essentially an office supplies promotion," says Warren. We can only hope this pushes Staples to get into piercings.

Client: OfficeMax
Agency: DDB, Chicago
Creative Director: Vinny Warren
Copywriter: Shane Colton
Art Director: Pete Taylor, D.J. Webb
Art Buyer: Stacey Cooper
Photographer: Daniela Federici
Tattoo Artist: Todd Holloway
Associate Print Producer: Peggy Atkins

So This is What Running the Shit Looks Like. These ads are seen in kayak stores and are also being displayed at "popular river put-ins," including North Carolina's Nantahala, where the U.S. Olympic team trains, on behalf of Liquid Logic.
What may sound like a very cool sports drink is in fact is "a small kayak company in North Carolina, run by people who love the water," explains JWT/Atlanta writer David S. Cohen. "Most companies in the kayak market do similar ads," he says. "We wanted something that put kayaking in the same category as surfing, skating and snowboarding. The logo treatment and secondary graphic speak to that extreme audience," and the photographer is also a Liquid Logic endorser. "Tommy Hileke is a renowned kayaker who has been the first to challenge many of the toughest rapids around the world," says Cohen. "I guess this makes him uniquely qualified to take these shots." Well, Hileke has a good attitude. Here's a tidbit from his Liquid Logic profile. "Q: What are your plans this coming season? A: Work, go to Chile, run the shit. Work, go to Cali, run the shit. Work, go to Russia? Run the Russian shit. Work and train . . . " See for more.

Client: Liquid Logic Kayaks
Agency: JWT, Atlanta
Copywriter: David S. Cohen
Art Director: Jay Blizzard
Photographer: Tommy Hileke

Hey, is There a Band Called Three Apes? The Art Directors Club announced the winners of its 85th annual awards earlier this week, with a mere five Golds handed out in the Advertising realm.

The lone print or outdoor winner was this musical treasure hunt for Virgin Digital, from Ground Zero, which appeared as both magazine spreads and posters, winning in the latter category. "Looking to create an experience that would genuinely engage people, rather than something to just flip past, we made this piece with more than 70 visual metaphors of musical artists and bands," explains ACD/writer Kristina Slade. Tagged "Exercise your music muscle," it's so dense with references it could give you a hernia. "It challenged music fans to see how many artists and bands they could spot," says Slade, and in no time at all it became viral print, as "dozens of blogs, music-related websites and online communities around the world spontaneously promoted it by embracing the challenge," she notes. "Lists of possible solutions circled the globe, and even some foreign newspapers and magazines picked up the story, calling it an 'international mania.' "

In the PDF as well are two Silver winners in the Photography category: Time magazine's Hurricane Katrina coverage, shot by Magnum's Thomas Dworzak; and Towle Silversmiths ads, from Boston's Connelly Partners, shot by Joshua Dalsimer, This year's ADC gala will be held on June 8; see for more.

Client: Virgin Digital
Agency: Ground Zero, L.A.
Creative Director: Court Crandall
ACD/Copywriter: Kristina Slade
ACD/Art Director: Rodrigo Butori
Photographer: Vincent Dixon
Print Producer: Linda Ehrke
Retoucher: Catherine Chauvet

THE SPEC DECK: The Not So Fantastic Three
TBWA/Chiat/Day/New York copywriter Nick Terzis,, who's the writer/AD on these Prudential spec ads, explains, "The objective here is to get people in their 20s and 30s, who probably never think about getting old, to start putting some more thought into their financial future. Hopefully, a shriveled up Wonder Woman will do the trick." So Nick, is this, like, crazy Mildred from down the block or something? And the guys in the other ads are maybe her beer buddies? "I wish I had a good photo story, but I wasn't involved in the shoot," Terzis admits. "After coming up with the idea, I happened to be looking through some photographers' portfolios for another assignment at work, and I saw these. I thought they were perfect, so I used them. Sometimes luck happens." The pictures belong to David Emmite,, whose Wonder Woman is currently on his site in a series called "Unnatural History." Wanna get some wonder for your spec? Send it to Terry Kattleman,, today!

Not Linda Carter
Not Linda Carter

EXHIBITIONS: SVA's "Mentors" Photography Show
Through April 29 at the Visual Arts Gallery, 601 W. 26th St., New York's School of Visual Arts presents "Mentors," an exhibition of the work of 56 graduating photography students who were inspired by their year-long mentorship with leaders in the visual arts. According to SVA, "Drawn from the ranks of New York's best-known photographers, curators, art directors, publishers, art dealers, critics and writers, mentors are carefully paired with students based upon their area of expertise and the student's concentration." The Mentors program, which was established in 1992 to introduce new talent to the New York arts community, takes students' work "to a new level to reach a new audience," says Stephen Frailey, chair of the BFA photography department and curator of the exhibition. "Students at SVA learn from professionals on a daily basis, but Mentors goes even further. In a sense, students know the city is watching, and it shows." We lead this showcase with Joselyn DeJesus, "Untitled," mentored by Robert Pledge, founder, Contact Press Images. In the PDF: 2) Innis Lawrence, "Liskula," Cecilia Dean, founding editor, Visionaire; 3) Rebecca Sears, "Ruins in Reverse," A.M. Homes, writer; 4) Julia Swyers, "Seed," Victor Schrager, photographer; and 5) Wei Li Wang, "Mom and I," Jeanne Greenberg Rohatyn, Salon 94. See for more.

From SVA's Mentors Show
From SVA's Mentors Show

A designated webdriver, seen in Spin. This is it, the whole ad. If you saw this in a magazine, would it drive you anywhere? Rate the ad on the Rate the Ad-o-mometer's six-degree scale of excellence, with 5 being the top score: 5 World-changing, 4 Great, 3 Good, 2 Fair, 1 Forgettable, 0 Actively Annoying. And feel free to comment on the art direction, the photography, the payoff at the website, whatever. Click the ad to play.

Last week's Rate the Ad. Are we having a Maidenform dream? This CW-X ad pulls a Good/Bad ratio of 56/44 on an unhandicapped three/three split on the six tiers of the Rate the Ad-o-mometer, which seems like our best showing since "full-figured gal" Jane Russell last crossed her heart. Women testified that they could relate to the problem; men testified that they like boobs, partially wrapped in anything. Everyone testified that they love "mono-boob" ‹ except the handful of Fussy Gussies who wrote things like, "I believe the correct term is actually uni-boob." Which leads us, of course, to the usual lack of consensus. On the one hand, someone will complain, "The cleavage in this picture rivals Victoria's Secret models"; on the other, someone will complain, "That dude's HOT." Then there's Rob, who writes, "When I was 5, I thought my grandmother's cleavage was really her ass. So I always have this weird thing with cleavage ads." Thanks for sharin', man! Anyway, here are the results.

5 World-changing 4%
4 Great 23%
3 Good 29%
2 Fair 21%
1 Forgettable 13%
0 Actively Annoying 10%

And here are some of our fave responses.

4 Clever and true. Any woman with breasts will get this ad.

0 The creative got lost somewhere between catalog and print ad. Did the client art direct this?

4 I am the target market, and I am so there.

1 That wisp of hair is the only sign that this is not a cross-dresser preparing his cleavage for a night out.

3 They should have "mono-boob" in the headline. Just because it's "mono-boob."

4 I'm guessing they hit the nail on the head with the photo. Guessing, because, after all, I'm a man.

1 Terrible supporting copy. Pun intended.

4 Oh, man. Any ad that combines boobwrap with cleavage is a winner.

0 This leaves me with a breast cancer/augmentation surgery vibe that totally turns me off of the ad.

4 I love the language in the body copy. This is the way women actually talk about underwear, and it lends credibility to this ad.

1 This ad was a lot cooler back when I thought the model was a man.

0 OUCH! I'm completely in their target market and a big consumer of sports bras, but this just looks so painful. No matter what the copy says, I will always associate this brand with discomfort.

0 Easy enough to pick on the competition, but when you don't have enough confidence in your own product to actually show how it's an improvement ‹ in action ‹ you just come off as all hat and no cowboy.

4 This is great! I only wish we could see the expression on her face ‹ that would really nail the ad. Definitely going to keep my eyes open for this product.

0 Great idea, but what a layout disaster! The treatment of the copy, the product shots and the logo is abysmal.

3 The image looks disturbing at first glance, but once you read about the product, it's kind of catchy. Makes me want to buy it.

2 I'm normally a fan of bondaged breast shots, but this really did more to remind me of crackin' a rib playing JV football than anything else.

3 As a guy, I'm not a potential customer for the sports bra; nonetheless, I studied this ad carefully.

4 Any girl who works out can relate.

5 Any ad that uses "mono-boob" has actually changed the world.


Targeted Support!
Targeted Support!

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