Word: burnett
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Miller Lite will counterattack this week by abandoning the taste-vs.- calories contretemps in favor of a new slogan. "It's It. And That's That," goes the Zen-like outpouring of pronouns. The campaign is the creation of Chicago's Leo Burnett agency, which landed the $110 million Lite account in March, muscling aside Manhattan's Backer Spielvogel Bates. The new theme, pitched particularly to women and younger drinkers, seems to imply that Lite has supplanted traditional brew as the real thing. In one Lite-hearted spot, a delivery truck is seen losing the first and last letters...
Most agency chiefs, though, take issue with that grim view. Says Leo Burnett chairman Hal ("Cap") Adams: "It still comes down to the impact and value of ideas. Good ideas will attract support, and really good ideas are irresistible...
Until recently, however, neither director had much visibility outside film- festival circles. Burnett, who supported his family and his film projects with foundation grants and odd jobs, couldn't even find a commercial distributor for his work. Now both are beginning to shake off the hothouse stigma. Lane, 37, is making his big-budget debut in August with True Identity, a $16 million comedy about a black man forced to pass for white in order to evade Mafia hit men. Although he had to ask for changes that would make the movie less offensive to blacks, Lane admits...
...Burnett, 47, appeared to get his big break last fall when the Samuel Goldwyn Co. released To Sleep with Anger, starring Danny Glover, a gentle modern-day folktale about a black Los Angeles family's struggle to reconcile the desire for upward mobility with the traditions of their Southern past. "Today there is so much killing on the movie screens, and it prepares people to accept that kind of thing," says Burnett. "I want to show a sense of tradition and folklore and how important they are to survival...
Critics loved To Sleep with Anger, but there was little enthusiasm at the box office. Ironically, the film did better at art houses in predominantly white neighborhoods than in theaters in black neighborhoods. Burnett says Goldwyn's limited advertising budget shortchanged the black community. He vows, however, to continue making intellectually challenging films. "I don't want to seem pretentious," he says, "but I think for society to progress, you have to add something...