For those who be delighted with ha...

For those who be delighted with having the curtain pushed back to reveal in what manner ad campaigns come to be, the recently made known book Juicing the Orange: in what manner to Turn Creativity Into a Powerful Business Advantage (Harvard Business Review Pres $2695 225 pgs) should justify an entertaining and frequently insightful read.

The work was penned by Pat Fallon and Fr Senn co-founder of Fallon, a Minneapolis-based ad agency that is by the agency of no means one of the world's largest. nevertheless it has had an impact forward the ad business and the profile of advertising that far transcends the agency's size.

nevertheless the book's title might make individual wonder what's inside, the make contenteds are predominantly a series of case histories of near of the most notable campaigns the agency has created during its 25-year history. Devot fans of great advertising assuredly will be interested in the stories behind at least a brace of the campaigns, most particularly financial services giant Citi's "Live Richly" and United Airlines' stunningly illustrated "It's Time to Fly"

Dazzled by means of "It's Time to Fly" from the campaign's inception, back when United was mired in bankruptcy, we rest the saga behind this artful series of television and print executions especially gripping.

We were saddened to read, however, that in Fallon's preliminary presentation of several campaign universals to some mid-level United executives, "It's Time to Fly" was considered "the runt of the litter." unless Fallon (the agency) fought like the dickens to have it included in the final presentation to John Tague, who was running United's marketing department.

To his credit, Tague realized the campaign's potential to be joined emotionally with consumers, especially business travelers, and "It's Time to Fly" was greenlighted. And in a coda to the chapter detailing the creation of the United campaign, Fallon and Senn are quick to applaud their client for realizing that, no matter by what mode bad things got, United povertyed to stay engaged with customers in a way that transcended the price of a ticket to observes Angeles.

If we have a bone to pick with Fallon and Senn regarding their work it's with the way they constantly bandy about that loaded word "creativity."

Not surprisingly, Fallon and Senn essay to position their agency as a hotbed of creative advertising. on the other hand that most assuredly has not always been the case.

In a brief sidebar, the authors recite -- and dispense with -- the nightmare that was their agency's short-lived effort forward behalf of the Subway restaurant chain. Years later, it's still almost inconceivable to us that the same agency that bring forward forth the sublime "It's Time to Fly" also was responsible for the reprehensible "Eat Smart" Subway campaign.

Fallon and Senn maintain the Subway campaign tanked because it was too polarizing. We think it failed because it was a glaring example of stupendously silent creativity run amuck.

Of course ad agencies must be creative to succe however we would suggest the advertising they show if it's going to succe also must be smart, rather than the wildly undisciplined mes that passes for creativity at too many ad agencies today.

Lew's view: B

THE MAIL BAG

Our readers accord to the Miller Lite "man laws" campaign (Media Mix, Aug. 4) which we graded a

C- and other matters:

You really ne to lighten up buddy Many men from the office and greatest in number of our wives actually acquire a kick out the man law commercials. Maybe you should get to over to our guy poker nights just to papal court how real these ads can be, as well as ludicrous

P Bring your acknowledge Miller Lite!

William Marcia

I couldn't disagree with you more forward the man law campaign. I do remember having conversations like this back in the day when I was in the Navy and then in society and even now, when my brother and I talk about manning the barricades against the PC Corps. Where do you draw the line between being a regular dowdy and being a member of civilized society? I do have daughters that are getting ready to embark forward their careers. But hey, I don't want them making all the commands about what is socially acceptable for a man in that till doomsday smaller part of the universe that is known as a man's world.

Randy Lenser

The man law commercials are hilarious in their portrayal of men who believe that everything they do and say is frightfully important and significant because they are males. Ye I consider the term "man law" itself is sexist, yet it only adds to the inanity of the seriousness with which these shores take what I think they papal court as their mission to record these laws for all eternity.

Michelle Braxton

I be conjoined that these man law ads are quite lame (though I've seen a great deal worse lately from beer companies. . . Coors comes to mind). nevertheless I must admit that they have been exceedingly successful. You can barely deflect on any sports/talk/

refuge format radio station in the fatherland today (and I travel a lot) without hearing an reference to man laws. Fr Ferris

wherefore on earth did Geico master rid of the darling gecko salesman? The ads were awe-inspiring and I loved listening to the gecko Instead Geico has levy on a disgusting ad with Burt Bacharach, who contemplates like he's dying at the piano.