decpreview1991

3

Instead of trying to give your car a personality, maybe you should try a car that already comes with one. The Civic Hatchback. c:n:::n~:U::l!'D

4

andshoesthatmaybehttle,but

they'refullofbigLdeas.

'Wethinkeverythmgshouldbe abletocoordinatefromheadtotoe.

So Weobol<"clothesundshoesdo Weknowkidsgrow.

Soourclot.heshaveaumque Room¡t.o.Growfeaturethatlet.s youlengt.hensleevesandpanLs. Wethinka shoeshouldhelp tumababyfootmtoavoalking foot..Soourshoeflhavesol\.

Jeatherontopandpatented podJOJontheaoles.

Webelieveinnaturnlfibers. recyclabl epackagtng .and

kid-pn>oi"desLgn& ln short, tfit8 funforthektd

Your kid just spent 9 months totally naked. Isn't It about time you got him something fun to wear?

COMMUNICATIO

A R T S

19

2 r - - - - - - - - - - - - - - - - - - - - - ,

Cal'lhlin, the train that's 96%on time, introduces a new time for people who want to catch all the late night attractions of San Francisco.

And still catch the train home.

Our Friday and Sat urdo,y Midnight Special, starting December 15. Leaving San Francisco at 12:01 A.M. and making all the PEninsula stops, all the way to San Jose.

After spending a night on the town, why should you have to put up with spending an hour on the freewo,y?

So if ynu've had a great time in San Francisco,

Cal'lhlin has a great time for getting ynu back home:

12:01 A.M. For ticket or schedule information call Cal'frain 557¡8661 or(SOO) 558-8661.

The new Friday &Saturday Midnight Cal'frainfrom San Francisco.

3

BUY YOURSELFA POLITICIAN. Get a prominent politician right where you want him : pinned on your lapel.

POLITICAL AMERICANA

C 0 M M U N I C A T I 0 N

A R T S

63

If your underground tank leaks, nature just may find another place to store your petroleum. in the so il. And the creatures that eat the plants w and in the case of underground

With all this in mind, wid like to

A steel tank that leaks because of rust

own<r of an

(consider the contents o f

that both walls can lx pr«ision-

Fi,.t, our tanks are made of Fiberglase not steel. So they're incapable of rusting. Then we

another w:all

there. Until it's pumped our, of course. What

soil. And rhe '' .u er in the soi l. And the plants

we mean is , we don't take kindly

to

secu ri ty measure

by add ing

of Fiberglas. Next we add

G

coUars for potentially

de t~ leaks as tiny as a cup an hour, not coi nciden-

tally the EPA standard. So in the event a tank ever did leak, (say, a tank..,.cing mudmonster) you'd know in time. Still doubtful? Then co nsider rhe maker.

No one puts more thought into r:anks than we do.

Two walls~ Come on Who needs two

walls~

People who don't take chances, thar's who.

leaks and

ootherdo you.

that drinkthe warer

containment

0/C I:Ulk. you 'Unore

tested with a monitor rhar can

the citrullis v11/gnris below).

Namely, an 0/C Tank.

however, won't always keep such a low profile.

Sysrem, which co ntinuously

for Mother Nature

double that

Soon it will announce irs presence l. • ng the

H ydroG uard ~

monitors for leaks.As the proud

propose a more reliable place for your petroleum.

When you pump fuel into one, it stays

turbine enclosures, still need rcasurring, there is

our

it becomes nasty business

that drink the water in ffic soil. You, for example.

tanks, underneat h us. Qu ietly and discrcerly they secure the fuel for our future.

So we try to do our small part to keep

your business from escaping into the so il, where

submenible

No wonder we've planted over 175,000 some~d

Wlks safely under our customers.

Enough about us. Let's get back to leaks. Or the lack of them. If yo u're thin king

could backfi re on you. • •

of creation.

2

Name us one other company that started as a guml5all. lik8 banan.a.s and milk. A swee~ eneruilh alllh.e tasteQ[sugar,yet ajroct;ionQ[lh.eooJories.BuJ.and this is a big om-ncne Q[lh.e biUerqflertaste Qf=harin Anyway, it must have saunded good to peaple because so many Q[lhem wrotein}Orourgumballs tll.at we ended upseruiing aut aver Smillinn Q[lhem to every nook and cranny ofthis great lmui F'rvm ftJrtland, Ore!i<m to fbrt,. land, ~Iaine. F'rvm Columbus, Geargi.a to Columbus, huliana.

F'rum ... well, yaugetlh.eidea.

And allh.e time we tlwugh.t to ourselws, hey, this could be big.

Bay, u.os thal ever a m4iar understatemenl.

Beawsebelieveitoroot,incase yau haven! been wunting, 1991 marks the IOtll. anniwrsa'l! Qf NutroSweet 'nulls mw decade. A w1w1e tenthQ[acentury.

Reason mWU{}h}Orus to ce/e. brate, but wluU abouJ. yau? Why slv:Juld yaurore thalNutroSweet /uJs been around thal lang?

W&eglad YO>• asked.

During tJwse IOshortyears, MJJ:ra.91met /uJs gr:mejram being 93111ething yau ooul.d anlyji.nd in a humble gumhall to samething yauU.find in over 4,000 food products around lh.e world LikssQ[Idrinl<s,cereals,breat.h

Ideas have st.a.rted companWs. Droo:ms have Slllrti!d companies.

Dumbl.uck /uJs st.a.rtedcompanWs. 8uJ. a gumhall? Whenl1lh.e last time anyon£ heard Q[a gumball sla1tingacompany?

Cktober 2g 1981, thals utum. EJe. cause thals lh.e day NutroSweer bmnd sweeteneru.osQ[ficiaJ.ly approved by lh.e FDA. And tlw world hasnl been lh.e same since.

Return with us naw to tJwse thrilling days Q[yesteryear. lfyau're old ennugh to remem,. berwluU sugar sulx;ti.tutes were lik8 back then, yau probably sti/1 have lh.e taste in your maut1>.

And lh.e products thal were swee~ ened. with them mmml =t./.y gaintrlg in lh.e market share.

So we tlwugh.t wluU lh.e II8Ck, thisisajreeenterprisesystem, lets see what happens ifwe{Jiu! peaple a chance to try MJJ:ra.91met And what better UX1Y to {JiuJ it to them, we reasoned, IJuln in lh.e j:mn Q[ a gumbaU. Maybe yau remember it? "'llrancubJertisingqffering peaple lh.e opportunity to taste a wanderjul new sweetener. A sweetener madejram naturally· occurn.ng prolein romporumls lik8 tJwse thatarejotmd in things

mi1lls, chewing gum,ooooamixes, jroll;enyogurt,instantcxffees, oookiejiJJings,rJ.esserts,jroz

dessert.s,.fruitjuice dri:nks,jruu spreads, vitamins, pouxJered drinl<s,instanttros,tabletopswee£. eners, yogwtsandsoonandsocm.

So thal t.oda:y, consumers have asuperrYIIlJ'ketjuJJ.Q[jood.clwices thal they can indulge in withJ:JtU wonyingabouJ.lh.e~

Q[addiJd sugar.

Whichisobui.ou.slygood.f;Jrcon. sumers. BuJ. its also good}Or IJusi.

1l£SS. And notjust. aur business. &cause once lh.e world had a sweetener thal peaple actually erUaYe<J, lh.ewhalecategory qfdiet productssulidenlygotfat.ter.

New bmnds were barn Old brands were reviJ.alized. And rnnre peaple IJuln ever beybre jaund thal there were naw CJCC:e1* ablealternalivestoproducts sweetened with sugar. /nfact,Jram lh.e originnl three rn.iUWn peaple who.first tried. our gumbaU, lh.e ranks Q[users Q[ ~havemush.room.ed. ... no, ballooned ... no, exploded into a phenmnenalro:Jm.i/1Wn peaple in over 50 oauntries wluJ "'1ioY producLs sweetened with MaraSweet bmnd sweetener.

So wluJ are t.hJJse peaple?

Are they dumb peaple?

No.

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A D V E R T I S I

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A

N U AL

1 99 1

Are they alien peaple?

Na Are they active, luJaiJJv conscious peaple who really care abouJ. wluU they OOL? Bingo/

Conlrwy to popular beUJj;prcxJ.. ucts sweetened with NutroSweet aren't used primarily by peaple wlwareonadiet. BuJ.mt.h.erby all kinds Q[peaplewlw haveftund thalNutra.Sweetgtves them a much smarter UXIY Q[eating.

J...astyear,.f;Jre:mmple,S8mik lianmenamsumedsqftdrinlc; sweetened with NutroSweet Since that represerUs 42% Q[lh.e adult male papu1.atian, yaugot to figure there were a fair amQUnl Q[ lolalJ.y tw.Jfed. dudes in there.

HeresaoolilerUXIY to took at it.

16millinnteetuJgers- which represerUs a whopping lm!Q[tlw popl.l1alian between lh.e 0{/eS Q[ 12· 17-erQayed.productsswee~

ened. with NutroSweet /a.st year.

Right now, seven aut Q[ ten h.ouseh.oldsinAmericaal<metime or another have had products sweetened with NutroSweet in their cupboanls and TfifrigeraJtYrs And heres a telling S/l1Ji.stic: In lh.e past 12rrwnt.hs, a grand toiJJl. Q[ 122m.i/1Wn Americans wlwu..mm't on a diet consumed producLs sweetened with NutroSweet bmnd sweetener.

SpeakingQ[st.ati.stics,allh.e risk Q[ alienating right-brain peaple welt lik8 to mule qffa jew rnnrejactsandfigures thatsilnw just how widely used and O.C· cepted MaraSweet hi:r.s become. /nAtlanJa, UJJJe Rnck and Soc· mmento, lh.e seccmd largest.seUing SQ/1 drink o:mt.ains NutroSweet (Is it a coincidence thal93111e studies consider t.hJJse to be three Q[lh.e mast liveable cities in America? Weclontthinkso.)

NaJ:iantJJly, <me aut Q[every jaursqftdrinlc;sol.d o:mt.ains NutroSweet As cines <me aut Q[ Wry jive yogurts. One aut Q[ seven pouxJered SQ/1 drinks. O.w aut Q[jaurglasses Q[pre.stWetened UxJd tea. One aut Q[jaur bowls Q[gel.oJ:in. One Old Q[nine bowls Q[pudiJ.ing. One aut Q[nine ice cnnm ncvellies. And <me aut Q[ lenCU/16(/fh.otCOOJa. lbu may be aware Q[lh.efacJ. that EqunJ; a leading bmnd Q[ tah/etnp sweetener, is made with MaraSweet 8uJ. did yau know thatlh.e /argest.selling bmndQ[ chewing gum is sweetened with Mara.Sweet? lbu dtJ now Bw. wluU~ really tmpor1anl to ll.! isnt lh.ejact that MaraSweet is in so many different products.

Or thal miJJinns and miJJinns Q[ peaple"'fioyitdaity.

Whats really impor1.anJ to us

is that MIJ:raSimet /uJs made lh.e world a betterp/IJCIJ to eaL !tJoplecannow"'fioy their jawril.esqftdrink,lalenigh.t fies.

S8rt or qflerrwon snnck withJ:JtU wonying asmuchabouJ.lh.e con. sequences Q[added SIJ{JO.T: And thal means they can manage their oallJric int.ake with a whale lolrnnrejl.exibi.lity.

The American Diilbetes Associalion lulsevenapproved products sweetened with Mara.Sweetp diabetics, provided they first con. suit their physician Nol.bad..f;Jralittleredgz.cmball. <¥rot.IJ'98, it couldnt have acromplished all this withaullh.e helpQ[ajewOI.herpeople.

Namely, OUT custome7:< The lwndreds Q[rompanies uil.q like us, reaJi.!sd !he world u.os hungryandthirsty-.f;Jr{j()()(t/Asti.ng alternatives to products su.eetened wiJh.sugar Thanks to them, OUT gumball u.osmlonlyabletostllrta rom.

JXl'1l.l btJl someuilat Q[ a reoolu· linn as welL Makesyauu.onder.

What woold have happened if we had sent Old,iawbrealaJrs?

(@ltiY!RASWEET I ~~~~~~~

3

Our new price margins are the widest things we've offered since 1972.

We've lowered our wholesale prices on our entire line of Lee jeans.Which means. of course. more margin potential and more profit for you.We think its something everyone inthe retail establishment will dig,man

4

C 0 M M U N I C A T I 0 N

A R T S

79

POSTERS 1 (stenciled on the sidewalk) Risa Mickenberg , art director/writer Kirshenbaum & Bond (New York) , agency Bamboo Lingerie , client 2 (point of purchase series) Chris Robb , art director/creative director Joe Nagy, writer John Bateman , photographer Carm ichael Lynch (Minneapolis) , agency Cheryl Robb , client

2

][1(: Wom{t Jmslf

Sit There HJJ~ted

th~ "mati.JJ~ "chair, hand-painted by ch~ryl robb, on~ at a tim~, on~ of a kind.

94

A D V E R T I S I N G

A N

U A L

I 9 9 I

orilla Tropi ~ The San Diego Zoo C 0 M M U

I C AT I 0

A R T S

105

ON THIS TEST, IT'S NOT WHO YOU KNOW. IT'S WHOM. .{~"0' o\

What you know is also important. aid may also be awarded to others And on our scholarship examination, ; ,. . g who score well. To find out about February ninth at 8:30 a.m.,you'll get a "' ,,. ~.,HE·G ~" the application process or to learn chance to show us everything you know. more about enrolling at Providence Any young woman or man now in the 8th, Country Day, please call Admission Direc9th or lOth grade outside our school is eligi- tor Jack Kurty at (401) 438-5170. Of course, ble. If you get the top score, you can win a PCD encourages applicants of any race, color, scholarship of at least $1,000 a year. Financial creed, gender, national or ethnic origin. ..

"

PROVIDENCE COUNTRY DAY SCHOOL SCHOLARSHIP EXAMINATION

2

Rrst Mayor Dinkins vowed to find homes for all the mentally ill people livirg on our streets. Now he's vowed to fight a State Supreme Court rulirg orderirg him to do )US! that. Urge the mayor to comply with this rulirg to find~ for r:Net 10,000 discharged psychiatric patients. Call his office at 566-5700. NYCommittee For The Homeless

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