best spots of may 2005

best spots of may 2005 mediaweek web advanced search • help save | email | print | most popular | rss | reprints best spots of may 2005 june 13, 2005 - introduction by eleftheria parpisshared experiences, especially the ones in which we laugh at ourselves a little, often produce the most appreciated story lines. in may, the freshest spot moments, surprisingly, came from a toilet paper brand. angel soft and its agency, ddb new york, made a bold move with ads capturing often-embarrassing, almost-always hilarious bathroom moments. aired as coupled 15-second spots, they are snapshots of life in the least-seen room of the house.a sleepy woman hits the toilet with a splash and yells at her husband, who has obviously left the seat up. in another, a woman plunging gets squirted in the face with toilet water. but perhaps the funniest of them all shows a family gathered around the bowl for a fish funeral. as they say goodbye to "herman" with a flush, the son, dressed for the occasion, realizes too late that he's still alive. the voiceover explains, "this uncomfortable bathroom moment brought to you by angel soft. comfort where you need it." it's a funny bit delivered by a toilet paper, with no category-clichè two-ply talk and no animated bears.another best spot humorously dived into an uncomfortable family moment, a spot for las vegas convention & visitors authority, out of r&r partners, that uses enough awkward pauses and averted glances to show someone's hiding a doozie of a secret. a couple comes home with luggage in hand as a teen, out of their view, cleans up a trashed house. "what have you been up to?" they ask. "nothing," he replies, and asks the same. "nothing," the dad answers, as they sheepishly make their way up the stairs without further talk.other picks had less to do with reality (or realistic moments) than with fantasy. in the best spot of the month, nike pays homage to chariots of fire with a cinematic spot for a new shoe called free that is supposed to make you feel like you are running barefoot. the spot, set to the film's famous piano score, makes an engaging argument for the experience with sweeping seaside scenes that are gently interrupted with city elements. first, a random parking meter pierces the peaceful parade, then a row of newspaper boxes, a taxi and, finally, a blaring bus breaks the lead runner's trance with a back-to-reality shot on a bustling city corner. the cinematography beautifully basks the runners in tranquil light and the slow switch from beach to cityscape nicely underscores the escapism rather than the training advantages-promised by the shoe.an unexpected series for middleton lawn & pest control stars an animated frog who revels in his role as droll exterminator. in one spot, set in a kitchen, he reads the newspaper as oversized ants raid the refrigerator. without so much as a glance, he tells them politely, "you'll have to leave, i'm afraid," to which the pack's leader counters, "we're not going anywhere." the frog ends the debate with a giant magnifying glass that instantly obliterates the attitudinal ant. it has the cartoon violence we've seen from other insect-removal products without the slick sell. and we could all use a little less of that, couldn't we? guest critic tony granger, chief creative officer, saatchi & saatchi new yorki've been out the country for a few years, living in london. it's been quite an eye-opener for me coming back, because the work has improved so much. there has always been great work coming out of the u.s.; the problem was that you rarely saw it, and the average ad break, well, wasn't very inspirational.i used to sit in front of the box at home and mute the ad break. aggressive, intrusive garbage. most spots didn't rely on an idea at all, but rather on outspending competitors and forcing messages down your throat.now, it seems as though more ideas are inviting. more ads tantalize, they attract, taking you on a journey of discovery and reward. maybe it's been the rise to power of tivo. or because of the second coming of the internet. maybe it's because the economy is stronger, and therefore, our clients are braver. whatever the reason, the ad break has definitely improved. now, when i sit at home, i feel less inclined to reach for the remote. so it was with great anticipation that i opened the adweek package and started up my mac to see the reel.well, that was a few days ago. and, as i am a commuter, i thought i would make use of my time crammed on a metro north train to write this from memory. ... let's see what sticks after a few days.well, what springs to mind instantly is the new spot for nike. it opens up on a recreation of that famous scene from chariots of fire in which a group of men are running barefoot on the beach-all trying their best to outdo each other. the iconic soundtrack spurring them on. but they start to run past strange things on the beach. a park bench. a taxi. a mailbox. a fire hydrant. finally, a bus appears from nowhere and cuts in front of the runners wiping the screen to reveal that you have been in the head of a runner as he was running on busy city pavement. cut to his shoes-then title: run barefoot.what a fantastic insight. i've run with these shoes, and they quite literally feel like you're running barefoot. great product. great idea, beautifully crafted. can't wait to see it again.oh yes. then there were two spots for angel soft. dramatic moments in bathrooms ... i guess because these are the only dramatic moments you'll have when you use angel soft. funny.dove created a lot of media attention in the u.k. but really, where is the idea? models with scars, big bra sizes and wrinkles. mmmm...and? oh, i get it, they're real people.mr. pants for united airlines. interesting animation. simple simple simple.well, like any ad break you get the schlock. and i'm afraid there were one or two in the reel that i looked at and scratched my head and wondered how on earth they got in-can't remember what they were ads for, though...mmmm, that says it all, doesn't it? best spots of may 2005 angel soft "scale/fish funeral" ddb/new york two "uncomfortable bathroom moments" are featured. in the first, a woman braces herself to step on the scale, removing almost all her clothing. she then decides against taking that final step and runs from the room. in the second moment, a family gives its goldfish "herman" a burial at sea (in other words, he's getting flushed). sadly, herman was still alive. creative credits chairman, chief creative officer: lee garfinkelcreative director/art director: rich sharpcreative director/copywriter: scott graysondirector of broadcast production: bob nelsonagency producer: matt hillproduction company: go films/new york and los angelesdirector: tom schillerdirector of photography: mott hupfeleditor: nelson leonard/the now corporation, new yorkprincipal talent: "scale": mollie ferguson. "fish funeral":john bonds, treva tegtmeier, julia tess hatch, michael vaysman. directv "train" bbdo/new york a couple sits on the couch in their living room discussing directv's mover's connection, a deal in which the company will re-install your service in a new home for free. the man says he wouldn't mind moving, but we can barely hear him above the noise of a train passing right by their window. next, we see them enjoying their new home-that is, until a different train roars by. creative credits chief creative officer: david lubarsexecutive creative director: eric silverassociate creative director/copywriter: tom christmannart director: aaron adlerexecutive producer: elise greichedirector music/radio production: rani vazproduction company: biscuit filmworksdirector: mark gilbertdirector of photography: bob yeomaneditor: gavin cutler/mackenzie cutlerprincipal talent: gerald emerick, cynthia drummond.announcer: giovanni ribisi. dove deodorant "sarah" ogilvy & mather/chicago a series of spots features real women who agree to try dove deodorant for seven days. great casting provides believable testimonials and probably more close-ups of women's armpits than ever before seen. sarah is so impressed with dove that she's going to get rid of all the other products she's used in the past. creative credits executive creative director: joe sciarrottagroup creative director: maureen shirreffart directors: purvin darbary, courtney weinberg, elise dayancopywriters: ruth o'boyle, donna charlton-perrinagency producer: steve neelyproduction company: @radical.mediadirector/dp: brett froomereditor: deb schimmel/optimusprincipal talent: n/a dove nourishing lotions "song" ogilvy & mather/chicago this spot features real-looking women dressed in their underwear. they are black, white, thin, overweight, pregnant, young and old. to the melody of you gotta have heart from damn yankees, new lyrics say: "what if we loved our skin and put nourishment in? we might even show off our toes, take off our clothes, let the world in. " creative credits executive creative director: joe sciarrottagroup creative director: maureen shirreffart director: tereasa surrattcopywriters: christine montaquila, holly thompsonagency producer: steve neelyproduction company: dektordirector/dp: lesley dektoreditor: randy palmer/optimusmusic: parody lyrics by amber music principal talent: lindsey stokes, karleen griffin, claire l. cohn, hilary k. greenleaf, gina n. kwon, brenna m. menard. hummer "parking" modernista!/boston the music from 2001: a space odyssey is jazzed up and provides a measure of suspense as we watch whether or not the hummer can be successfully maneuvered to parallel park in a tight space. of course it can; it's the smaller h3 hummer. creative credits executive creative directors: lance jensen, gary koepkeassociate creative director/art director: tim vaccarinoassociate creative director/copywriter: joe fallonagency producer: julian katzproduction company: rsa usadirector/dp: hugh johnsoneditor: kirk baxter/rock paper scissorsvisual effects: geoff mcauliffe/brickyard vfxmusic: "also sprach zarathustra" arranged and adapted by eumir deodatoprincipal talent: n/a las vegas convention & visitors authority "parents" r&r partners/las vegas it's hard to determine who has more to hide in this spot: the son cleaning up from a big party or his parents returning from a trip to vegas. we'll never know, since "what happens here, stays here." creative credits executive creative director: randy snowcreative director: arnie digeorgeart directors: rick bryant, alex manosalvascopywriters: adam cook, mark d. tayloragency producer: don turleyproduction company: hungry man/new yorkdirector: jim jenkinsdirector of photography: emmanuel lubeskieditor: kevin anderson/filmcoresound designer: jay nierenberg/elias soundsound mixer: mitch dorf/pop soundpost production: pete mayor, james bygrave/vendetta postprincipal talent: dad: bill carlton. mom: carli shaw. kid: brandon miller. middleton lawn & pest control "extra crispy" push/orlando in this animated spot, ants attack the contents of a refrigerator and refuse a frog's polite request to leave. the frog pulls out a large magnifying glass and positions it so that the sun's rays make the ants disappear by becoming "extra crispy." creative credits creative director/art director: chris robbcopywriter: ernie schenckagency producer: alicia mcgrathproduction company: moo studiosdirector/dp/editor: shaun sewtermusic: asche & spencer sound designers: jeff payne/eleven and randy meese/sweet audioprincipal talent: n/a 2005 nba finals "house" wieden + kennedy/new york alfre woodard's voiceover talks about the house of a typical boy who grew up to be a basketball legend. the images of the house cut to images of shaq's locker-room celebration. unfortunately, that was an l.a. lakers party, and shaq now plays for the miami heat, who lost their chance at the finals this year. creative credits creative directors: todd waterbury, kevin proudfootassociate creative director: paul rennerart director: alan buchanancopywriter: bobby hershfieldexecutive producer: gary kriegagency producer: gisellah harveyproduction company: anonymous contentdirector: brett morgandirector of photography: russell fineeditors/sound designers: steve hamilton, jeff drury/mad mad judysound designer: marshall grupp/sound loungemusic: beth urdang/agoraphonetitles: digital kitchen principal talent: v/o: alfre woodard nike "run barefoot" wieden + kennedy/portland, or what inspires runners? in this beautifully filmed spot, we first hear the music from chariots of fire, and then we see a group of men running beside the ocean like in the movie. we're slowly brought back to reality as the shoreline images are briefly interrupted by a manhole cover, a fire escape, a taxi and, finally, a bus. once the bus roars by, the runner is revealed to have been running on a busy city street. creative credits creative directors: mike byrne, hal curtisart director: monica taylorcopywriter: derek barnesagency producer: jennifer fiskeproduction company: biscuit filmworksdirector: noam murrodirector of photography: ellen kuraseditor: avi oron/bikini edittransfer: stefan sonnenfeld/company 3music: mark ayres' version of "chariots of fire" by vangelis.audio mixer: jeff payne/elevenonline: alex kolasinski/methodprincipal talent: todd witzleben. nike athletes: dathan ritzenhein, adam gaucher, alan webb. panasonic "life is: plasma" grey worldwide/new york what is the color of innocence? bravado? passion? defiance? panasonic's hdtv technology best captures life's colors. creative credits creative director: tim mellorsart directors: mark catalina, denise o'blenesscopywriters: mike ryniec, jesse vendleyexecutive producer: aaron royeragency producer: chad hopenwasseragency music producer: josh rabinowitzproduction company: anonymous content/culver city, cadirector/dp: andrew douglaseditor: marc langley/the whitehouse, new yorkcomposer: chris jordao/big foote musicprincipal talent: jesus mayorga, ruben rubio, michael gonzalez, gabriel gallicchio, cirko ezequiel, paulo dos santos delphino, daniel niborsky, daniela palocis, candelaria furriel. v/o: christian slater. philips "first day" ddb/new york "what if the hardest day of your life was the first?" as we see images of a tiny baby, we learn that philips designed a special monitor around the special needs of premature infants. creative credits chairman, chief creative officer: lee garfinkelexecutive creative director: john russoassociate creative director/art director: barbara eibelassociate creative director/copywriter: mark teringodirector of broadcast production: bob nelsonexecutive producer: teri altmanproduction company: @radical.mediadirector/dp: jeff darlingeditor: angelo valencia/the whitehousecomposer: mario grigorov/amber musicprincipal talent: n/a sharpie mini "frisbee/driver" mccann erickson/new york two "mini moments from sharpie mini" are featured in this spot. in the first, a young man writes his phone number and "call me" on a frisbee, which he tosses towards a young woman who has caught his eye. unfortunately, a leaping dog intercepts the pass. in the second spot, we see a teenager filling in a scratch on the fender of a lime-green car with a sharpie mini that he returns to his driving instructor. good thing the teacher has a collection of different colors hanging from his rearview mirror. creative credits executive creative director: bill oberlandercreative directors: keith evans, jeff taylorart directors/copywriters: chris dealy, chuck paganoagency producer: cori h. ranzerproduction company: formdirector: kevin donovan director of photography: paul goldsmitheditor: pete fritz/ohio editvisual effects artist: tim crean/suspect3d artist: steve burger/suspectprincipal talent: bill parks, shea thomas, candace kroslak, iqbal theba, loren berman. target "clear rx" peterson milla hooks/minneapolis target brings its "design for all" theme to a "smarter, easier to read pharmacy system." design innovates, simplifies, personalizes, informs and clarifies so that prescriptions are color-coded by person with clearly written instructions. creative credits creative director: dave petersonart director: aaron pollockcopywriter: jenny shearsagency producer: aldo hertzproduction company: green dot filmsdirectors: mark coppos, virginia leedirector of photography: rob doumitteditor: brett astor/fischer editmusic: "say something new" by the concretes, and rick meyer/modern musicprincipal talent: n/a t-mobile "freezer" publicis west/seattle two waiters are stuck in a freezer. one has a cell phone with him but refuses to call outside his network so they can be rescued. his co-worker becomes so frustrated that he clobbers him with what appears to be a frozen leg of lamb. they wouldn't have had this problem if he were using a t-mobile plan. creative credits executive creative director: bob moorecreative director: todd grantart director: scott ferocopywriter: jake baasagency producer: lindsay reedproduction company: epoch films/beverly hillsdirector: stacy walldirector of photography: igor jadue-lilloeditor: johnna turiano/slice editorialmusic: andy newell/ripe soundprincipal talent: catherine zeta jones, tobias mickinney, gabriel tigerman. v/o: matthew kaminsky. united airlines "mr. pants" fallon/minneapolis in this animated spot, the hands of a clock become tapping, then running feet. the images of people throughout the day show them only from the waist down. "all legs lead to united economy plus, with up to five extra inches of leg room." creative credits executive creative directors: paul silburn, bruce bildstengroup creative director/copywriter: stuart d'rozarioart director: bob barriedirector of production, n.a.: brian dilorenzoexecutive producer; kate talbottassistant producer: henni iwarssonproduction company: acme filmworksdirectors: wendy tilby, amanda forbisoffline editor: george khair/acme filmworksmusic: rearrangement arranged & produced by trivers/myers music, inc. of george gershwin's "rhapsody in blue"principal talent: v/o: dean hanson. save | email | print | most popular | rss | reprints subscribe to mediaweek » network tv / syndication cw to launch 'mother of all pageants' boston legal nabs off-net clearances in 50% of u.s. nets line up game shows cable television fx bringing back 'damages' e! reups kardashian show mtvu delivers young men via music awards digital media is social media killing the campaign microsite? weather.com launches forecast football omnicom builds web net redurban magazines / newspapers maxim unveils a new look southern beauty title targets belles rival pc titles are latest to slash circ tv / radio stations / outdoor cbs tv stations digital names utz dir. local ads radio goes network: triton to focus on internet packages dan patrick radio show signs on 60-plus stations media agencies/research lawmakers want ownership vote delayed magna: only 8 prime network shows see c3 gains tivo, starcom to launch power//watch consumer panel     ad agencies top tens ad agencies top tens this content requires the macromedia flash player. get flash latest headlines: five employment law basics sticky e-learning media news | media industry headlines | network tv news | cable television news | radio industry news magazine /newspaper industry news | digital media news | media / advertising agencies research | mediaweek magazine business directory listings | top web sites / magazines / newspapers | television ratings | media business newsletter subscribe | ad opportunities | about us | contact us | site map |  rss © 2007 nielsen business media, inc. all rights reserved. terms of use  |  privacy policy home news breaking news network tv / syndication cable television tv stations / radio stations / outdoor magazines / newspapers interactive media recent headlines media agencies / research departments features magazines daily programming insider face time columns / opinions market profile current issue newsletters directories top tens ad agencies brand marketers hollywood production hollywood below-the-line media markets media planning multicultural marketing music labels/services daily/weekly newspapers newspaper markets newspaper syndicates classifieds search jobs resume workshop contact us ad opportunities editorial contacts subscriber services editorial calendar about us faq industry events

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