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> View all the Best Spots from March 2004
> Guest Critic
Best Spots of March: Introduction |
Some of last month's Best Spots offer useful product information; others make us laugh or simply entertain. For its first Hotwire.com effort, McCann Erickson demonstrates the travel site's low-cost mantra literally on the cheap. Creative directors Walt Connelly and Dante Lombardi doubled as directors on the spirited anthem ad, a grainy effort that revels in its clearly tight budget. Campbell-Ewald takes a page from Queer Eye in designer Thom Filicia's Pier 1 debut, including a handy tip in a spot about a couple who speak different languages when it comes to decorating. McCann in New York signed Donald Trump to bark his signature Apprentice line for a funny Verizon Wireless ad - he fires the laggard who's waiting for his free cell minutes to kick in by deeming him "a minute-hoarding clock watcher." Jack in the Box touts its new "natural-cut fries" by spoofing the "freedom fries" phenomenon. And Arnold makes us chuckle with its Volkswagen test driver who's so impressed with the car's "cornering" that he's overcome with infectious, maniacal laughter. Several March spots use memorable tracks to propel the sell. Singer Sharlene Hector does a soulful a cappella version of Billy Taylor's "I Wish I Knew How It Would Feel to Be Free" as she hands out Coke bottles in a spot from Mother in London. Modernista! marries atmospheric techno from Iceland's Rhythm of Snow with crisp, flashing images of a Hummer driving through a desert at night. Audi, out of McKinney + Silver, sets images of circular objects to a mash-up of the David Bowie classic "Rebel, Rebel" and his new "Never Grow Old." And Goodby, Silverstein & Partners produces a percussive track as everything from a basketball to the cane of a blind man (played by cd Jamie Barrett) and even the kitchen sink bangs into the dent-resistant Saturn.
-Eleftheria Parpis
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