Eisner gets top prize for local advertising Minolta commercial wins 3 Addy awards

March 03, 1992|By Liz Atwood | Liz Atwood,Staff Writer

Eisner & Associates has received the top award in the local advertising industry for its television commercial for Minolta Corp.

Work on the $4.5 million Minolta campaign accounted for three of the eight awards Eisner won at the Advertising Association of Baltimore's annual Addy awards banquet Saturday.

Best of show award went to Eisner for its "Not Close Enough" commercial comparing Minolta's repair service with that of "the other guys." In the commercial, a Minolta repairman is alerted to a malfunctioning copier by a computer link called the "Smart System." He immediately appears, fixes the copier and leaves.

Meanwhile, the competitors are shown working on the system, but they have a few bugs to work out. In one case, their malfunctioning copier summons a cab driver; another time, it calls a pizza deliveryman.

Steve Eisner, president of Eisner Associates, said the idea of the campaign was to use humor to endear Minolta dealers to prospective clients. "The point we're trying to make is, Minolta leads the way and already has worked the kinks out of its system, while the others are still struggling," he said.

Eisner began work on the campaign late in 1990, when it received the contract to design a national campaign for Minolta dealers.

Byron Tucker, executive vice president and chief creative officer at Eisner, came up with the idea for the commercial. Dave Berger was the executive producer, and Mr. Eisner was the management supervisor.

The agency's work for Minolta also was recognized in the categories of best television campaign and best multimedia campaign on a regional or national level.

Other big winners in the competition, which recognizes the best advertisements by Baltimore-area agencies, were Gray Kirk/VanSant, which received eight awards, and Trahan, Burden Charles Inc., which won five awards.

One of Baltimore's largest agencies, W. B. Doner, did not submit entries this year, citing displeasure with the the Advertising Association of Baltimore' leadership. Roger Gray, president of the association, is a former Doner employee who left the company in 1981 to form another agency. When he left, he took one of Doner's largest accounts. Some Doner work, however, was submitted by clients or individuals.

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