New campaigns Non-traditional creative from Terra Footwear

Big Black Hat, a six-month-old Toronto creative boutique, has just launched a print campaign for Newfoundland-based Terra Footwear that targets a non-traditional segment of the market with some non-traditional creative.Terra boots started out as work or safety boots and were later...

Big Black Hat, a six-month-old Toronto creative boutique, has just launched a print campaign for Newfoundland-based Terra Footwear that targets a non-traditional segment of the market with some non-traditional creative.

Terra boots started out as work or safety boots and were later adopted by some as fashion footwear because of their lightness and durability.

The company has added 20 styles to its lineup such as low-cut, hiking boot styles, and, this year, black with white top-stitching.

The ‘Shit happens’ campaign points out that the realities of urban life are best handled with your boots on.

Graphic urban images such as syringes, broken beer bottles, a smashed car and random violence appear on some executions.

Others are funnier. One shows people making love with their Terras on, with an image of a pair of bare feet with a pair of booted feet, or a shot of a toilet paper roll with a half of a sheet remaining.

The images, along with the themeline, ‘Between you and the street,’ and a picture of a pair of boots appear on a banner superimposed diagonally over extreme closeup face shots of young men and women.

One end of the banner is capped with ‘Shit happens’ in small type, while at the other end each ad is numbered.

The series of eight quarter-page ads are running in 20 university and alternative publications across Canada and in Los Angeles.

Media buying is handled in-house.

Creative credits go to Michael Moss and Pat Pirisi, creative directors; Sam Sitt, art director; Kint Quon, photographer.

Big Black Hat also recently completed a campaign of poster-style print ads for Metropolitan Cinema, a Toronto theatre showing first-run art films.

The ads take an art deco approach both in the look of the border and the Metropolitan logo, which is in reverse type on a black background.

Copy, which also appears in reverse, includes lines such as, ‘If you enjoy models-turned-actress, talking babies, and Buddy Hackett cameos, we have nothing to say to you;’ ‘For people who enjoy the occasional subtitle,’ and ‘Woman charged. Man goes free. 2 for 1 Tuesdays.’

Mercury Marine has a bird

a mariner Outboard boat engine shares the spotlight with Sam the seagull, who is making his debut in the new tv and print campaign for Mercury Marine of Mississauga, Ont.

The 30-second spot does not feature voiceover or a human actor. Sam is the star, with supporting actor role going to the Mariner engine.

The seagull flies into the scene and lands on the engine as a catchy Broadway-type tune starts up.

He walks around, shaking his tail feathers to the music, and, as he turns his backside to the camera, the words, ‘Just about the only thing that could stain our good name’ appear on the screen.

The next scene shows a hand polishing the engine along with the Mariner logo and a 1-800 phone number.

The full-page magazine ad is headlined with the kicker line from the tv spot and features a photo of Sam perched on top of the engine.

Body copy touts Mariner’s reputation for reliability and long-lasting performance and explains the latest designs and features.

The ad also includes the 1-800 number which readers can call for a free video and dealer information. At the bottom is the logo and themeline, ‘Better in the long run.’

The print ad appears from March through to the fall in issues of boating, fishing, hunting and other outdoor magazines.

The tv spot began a 13-week run the end of February on tsn and rds national sports networks in English and French.

The campaign comes from Griffin Bacal Volny of Toronto, with credits to Eugene Radewych, art director; Ross Monroe, writer, and Ken Walley, still photography.

The spot was directed by Henry Less, with original music by Ron Weiss.