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Crotch-kick wins ad award

R&R Partners gets nod for water conservation spot




The Las Vegas marketing firm behind the ubiquitous "What happens here, stays here" campaign has won its first Effie advertising award.

All it took was a little old lady and a kick in the crotch.


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  • Representatives from R&R Partners were in New York City last week to collect a silver, second-place Effie for the edgy conservation campaign it developed for the Southern Nevada Water Authority.

    The national honor, whose name is a play on the word "effectiveness," has been awarded since 1968 to creative marketing campaigns that achieve demonstrable results.

    "This is really the only results-oriented award in the business," said Randy Snow, executive vice president and creative director for R&R. "It's a real big deal for us, because it is a national award."

    R&R's campaign for the water authority featured several 30-second television spots to remind residents about seasonal restrictions on sprinkler watering.

    The most talked-about commercial opens with a close-up of sprinklers spraying water on a green lawn.

    The woman with a cane and a sour expression walks to the door and rings the bell. A man answers, and the two stare at each other for a moment before he asks, "Can I help you?" That's when the woman, nicknamed Mrs. Nuttington, rears back and kicks him in the groin.

    The ad closes with the tag line: "Don't make us ask you again. It's a desert out there."

    R&R's silver Effie came in the "Government, Institutional & Recruitment" category.

    The University of Minnesota took the gold in that category with a predictably groin-kick-free promotional campaign.

    Scott Huntley was part of a small group of water authority officials who attended the award ceremony.

    The authority's public information manager said the Mrs. Nuttington spot was a big hit among the Effie crowd.

    "They played it twice," Huntley said. "There were a thousand people at the ceremony, and the place just erupted with laughter."

    The commercials first hit the air on Nov. 1, 2006, just in time for the start of the winter watering schedule, when sprinkler use is restricted to one assigned day a week.

    The campaign also featured print ads, radio spots, stickers, drink coasters and signs on gas pumps.

    It marked the water authority's first foray into targeted advertising. The goal: to prod "Joe Sixpack" off the couch and into the garage to reprogram his irrigation timer.

    "People just forget about their watering clocks or neglect them, especially in the fall and winter months," Snow said.

    Water authority General Manager Pat Mulroy said she gasped the first time she saw the Mrs. Nuttington spot, but she is delighted by the way local residents responded to the none-too-subtle reminder.

    "It definitely got their attention," she said.

    Before the ads, research indicated that less than 40 percent of residents knew about the seasonal watering restrictions, let alone followed them. In surveys conducted after the campaign, 87 percent of residents said they changed their watering clocks to comply with the restrictions.

    In the first full year the ads ran, local water consumption fell by more than 9 percent even while the valley's population grew by 5 percent.

    R&R produced the campaign for about $125,000.

    The water authority has spent another $1 million or so buying ad time on television, much of it during ballgames, poker tournaments and other male-centric programming.

    The commercials continue to run periodically and are timed to coincide with seasonal changes in the watering schedule.

    Snow said valley residents can expect to see more of Mrs. Nuttington and other characters in the future.

    "Come fall, it will be time to remind people again," he said. "One thing about men and their clocks: If you remind them one year, you'll probably have to remind them again the next."

    Contact reporter Henry Brean at hbrean@reviewjournal.com or 702-383-0350.

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    scotter libby 84 wrote on October 22, 2009 04:44 AM: I took the time to hand write every client of. This sexist slim pit of a company and inform them that because of their choice in advertising firms and its repulsive history of advocating male genital sexual assaults for fun and profit ,that their said company with its direct associatations to and with persons who advocate the use of male sexual assault as funny and edgy way to get my attention, worked ! So much so that I have sworn never to buy any of their products or services ever..and when the oppurtunity to trash their names and products if I even have to lie outright, in order to get back at their ad firm thru the use and conviction and associated guilt of hiring this armpit agency to. Do their ad work. I will do exactly that til the day I die...so how " edgy" is that ? Huh ?


    Chris Key wrote on August 28, 2009 08:33 AM: A kick in the vulva can cause a great deal of pain. I've seen female athletes, such as soccer players and martial artists, writh around on the ground in agony after they kicked in the vulva.

    Therefore, the idiotic producers of this man-hating commercial have no legitimate reason to NOT make a follow-up commercial that shows the old woman receiving a kick in the vulva. Only a sexist, hypocritical pig would disagree.


    Karl wrote on September 13, 2008 08:34 PM: I agree with Rawimir... Using sexual assault as a 'joke' to get attention would be knocked off the air quicker than it could find it's way to youtube if the recipient of the sexual assault (crotch kick) was a female instead of a man.

    Why do advertising companies use this predictable and sexist, and not to mention, tiresomely overused hate to sell?

    I DARE R&R to create an advertising campaign MOCKING a woman's pain of sexual assault... I DARE THEM!

    And if they won't - they've just proven beyond a DOUBT that they are sexist, hateful, bigotted and downright cowardly in front of feminists.


    rawimir wrote on August 01, 2008 09:18 PM: This an example of a misoandric advertisement. Imagine that the sex of the characters are different.

    Rawimir


    Lance wrote on July 28, 2008 09:08 AM: Switch genders (old man kicking young woman in crotch)...would it be as funny? Talk about disgusting. Yet one more reminder of society's misandric view of violence against men. And the implication that only men are incompetent is particularly offensive.

    When did sexual assault become funny? Only when the perpetrator is female I guess.


    jerry wrote on June 15, 2008 04:39 AM: Every day gets worse. What kind of innane moron would give that ad a second look. has t be Government sponsored award,no one else is that rude. When I see that commercial I go directly outside and wash my driveway, sidewalk and both sides of the street.
    So send her over...please


    Chris wrote on June 12, 2008 05:25 PM: The Water District targets ALL homeowners with grass in their front yards. I got a warning about overspray. I readjusted my sprinkler heads. I check them EVERY time I mow. Two months later, when watering days changed, I got a fine. They came by on the 1st...not even giving me one grace day to change my clock. Six months later, I got another fine for overspray. I asked the Water District if the "water police" could come out and help me. I asked if they could look at my sprinklers with me and tell me what I could do to make my sprinklers "better". They told me that they do not do that. I then asked if they could at least recommend a landscape company who could come and help me. I was again told NO. The water police will only send a video, filmed at 4:00 am on a windy night.

    I do not mind the water police "policing"....however, there should be resources available to help conscientious homeowners. Half of the fine money should be used to pay the water police and the other half could be put to good use by hiring water probation officers willing to give advice on changing sprinkler heads, how to operate sprinkler clocks (yes, I know how) and compiling a list of licensed landscapers that could be distributed. Many people (single moms, handicap individuals, elderly) would benefit if the Water District would offer more support.

    Oh yeah...I forgot...let's just kick them in the crotch.


    DJ2 wrote on June 12, 2008 01:54 PM: If the old lady is symbolic of the Water District and the home-owner symbolic of any home-owner in the valley, I think this commercial is more accurately representative of the relationship between the district and the consumers than not. No, I do not have the physical anatomy for an effective groin kick from Water District reminders to conserve, but my budget has certainly taken it in the groin with the conservation "reminders" constantly being tacked onto the bill.

    Hmmm...an impressive public company, spends over a million on publicity, sinks funds into the development and management of a PC appropriate Springs Preserve, buys huge chunks of Nevadan ranch land in preparation for a mega-pipeline project, wow...the district has it all, money, power, influence, backing, and the consumers by the throat to ensure multiple price increases for future ventures.


    john Kraft wrote on June 12, 2008 11:24 AM: If Randy Snow had made that outrageously sexist comment about women there would be a crowd at R&R's offices with ropes in their hands. I follow the guidance from the Water District to the letter and I'm a man. So, I don't need to be reminded every year as Mister Snow asserts. Mister Snow has to do his homework and discover that this valley has one of the highest percentages of single parent households headed up by females. Maybe their next ad will feature a guy grabbing some female's body part to remind her that it's a desert out there.


    Steven S. wrote on June 12, 2008 10:05 AM: If you dont like the ads and hate being totally BOMBARDED by them you have to tell the product companies and not buy the product! Do something or stop whining!


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