Coca Cola Oldies

Legendary Honda “Power of Dreams” TVC

Hanger..How did it happen?

Competition... India style

Herederos de lopez Wine

Three labels for three different qualities of this wine.

- Young wine (2008)

- Aging wine (2006)

- Vintage wine (1989)
Designer: Nuria Herrero

Country: Spain

Tropicana "Squeeze"

Brand: Tropicana Pure Premium Fruit Juices

Agency: Arnell Group

Review Date: January 09, 2009

I'm torn over Arnell's "Squeeze" campaign for Tropicana. The name does immediately bring freshly squeezed orange juice to mind, and the "It's a natural" tag deftly suggests the 100 percent pure premium nature of the brand. The new carton's also pretty snappy.

My problem: The over-bright, sugary sweetness of the visuals. They're straight outta Mad Men-era chirpy-family sitcoms like Leave It to Beaver or Make Room for Daddy. Such idealized families were Hollywood inventions, even when Ike and JFK sat in the Oval Office.

We all know families fight like cats and dogs at the breakfast table; bratty brothers are lucky to survive.

Tropicana's perfectly posed A.M.-hugs imagery turns my disposition a tad sour. Ah well, it's a fine line between sweet and sappy -- and 100 percent purely a matter of personal taste.

Tommy Hilfiger "L.A."

Brand: Tommy Hilfiger Apparel

Agency: In-House

Review Date: February 10, 2009

Tommy Hilfiger strives to tell "American Stories" in a new global print, out-of-home and online campaign produced via its in-house creative team in tandem with Radical Media.

The work is high-concept in that it seeks to present a "cinematic treatment of iconic American cities," so, starting with Los Angeles, the nation's film capital, makes sense.

The oddly bland executions, unfortunately, should have been left on the cutting-room floor, as the spirit of L.A. is missing entirely, and the work looks as if it could have been shot almost anywhere.

Cliches of the Hollywood scene -- like a movie location trailer and actors holding scripts -- might not even be immediately recognizable as such to consumers quickly flipping through the pages of magazines. Another take in a new setting is sorely needed. Here's hoping Tommy's act plays better on Broadway.