Elemental problems thwart new spot for Celebrity Cruises; Chicago agency raised hopes when it landed important new account, but debut campaign fails to make it all the way out of port

No one was happier than we were when Element 79/Chicago landedthe Celebrity Cruises ad account. In a city where somewhat moremundane packaged goods advertising reigns supreme, a gen-u-ine majorglamor account is a rarity to be welcomed and embraced with greatfervor.

At the time of Element 79's Celebrity Cruise win, we dared toentertain the possibility it might be the start of a rush of similaraccounts into a town starved for new business, especially of thesort the cruise line represents. That rush hasn't come yet. Still wewaited anxiously for the debut of Element 79's first campaign forCelebrity in the hope it would prove Chicago absolutely had what ittakes to handle this kind of business.

That moment is here, and now we sit here crestfallen. This newCelebrity Cruises television and print campaign carrying the tagline "Starring You" is a huge disappointment.

In a highly competitive industry like the cruise ship business,Celebrity Cruises is situated at the higher end. The company is saidto offer a product that promises all manner of pampering and,according to its own press materials, exceptional dining andextraordinary attention to detail. In short, a deluxe cruiseexperience that we would expect to be made manifest in every aspectof the brand's advertising message.

We're not sure what kind of message Element 79 was trying toconvey in its debut television spot called "Veranda," but the launchcommercial most assuredly fails to evoke great style orsophistication. Tacky is more like it.

Maybe there were budget constraints, but nothing about thiscommercial -- least of all the dreary photography and (purposely?)choppy editing -- begins to conjure up a cruise experience worthsavoring.

Everything from the jittery graphics to the peculiar, off-putting rhythms in the line readings of the voiceover announcer workmightily against capturing the aura of luxury and indulgence.

Perhaps the worst creative choice was the use of rocker DavidBowie's chilly and rather impenetrable song "Fame" as the spot'smusical underscoring. In his day, Bowie was, without question, agreat artist, but his music, and "Fame" in particular, seemjarringly at odds with the commercial's overarching reason forbeing.

What's more, we doubt this music will resonate with the olderdemographic that typically supports luxury cruise lines. IfCelebrity was indeed trying to go after younger customers or evenolder folks possessed of a younger mindset, "Veranda" isn't nearlyhip or happening enough -- Bowie notwithstanding -- to do the trick.

Lew's view: D+

LEW'S NEWS

ADVERTISING INDUSTRY MOVES

Quite by coincidence, we happened upon throngs of people standingoutside the 35 W. Wacker world headquarters of Leo Burnett at highnoon Wednesday. Turns out Burnetters from leader Rich Stoddart ondown had been told to assemble in the headquarters lobby to welcomesome 100

General Motors marketing executives who arrived for lunch just aswe reached the building. The scene recalled rumors of a similar biglobby meet-and-greet organized to welcome Wal-Mart executives whenBurnett was still in the running for that huge piece of business.Burnett did not progress to the final pitch for the $570 million Wal-Mart account, but at least the agency has the $400 million in Buickand GMC business in hand. Though Burnett/Detroit was positioned asthe lead shop on the new GM business, a chunk of it might beserviced out of Chicago, which still is a little short on newbusiness wins.

Navy Pier will host a three-day event to promote Excellence ofItalian Style in the fields of business, products, culture, fashionand art from Sept. 21 through 23. Italian companies participatinginclude Ferrari, Lamborghini, Maserati, Academia Barilla and morethan 35 other companies throughout Italy. The event is sponsored bythe Italian American Chamber of Commerce in Chicago.

Kevin Beauseigneur was recently named president of Noble/Chicago. He joined the firm as a creative director in 1997. Alsocoming on board is Meghann Okin in the post of broadcast trafficmanager on the Country Insurance, Midwest Airlines and Cousin's Subsaccounts, among others.

America's advertising icons and slogans once again will competefor induction into the Madison Avenue Advertising Walk of Fame.Voters across the country are encouraged to vote online for theirfavorite icon and slogan at advertisingweek.yahoo.com. The winnerswill be inducted into the Walk of Fame in New York on Sept. 26during Advertising Week 2007.

Macy's North is launching "M," a new quarterly free magazine thatwill focus on the latest trends for women, men and the home. It willbe available in stores in September and also mailed to some 500,000Macy's customers.

llazare@ suntimes.com