Saatchi & Saatchi, New York, has broken its first work for Rilenza, a new prescription flu drug from Glaxo Wellcome. The ad features actor Wayne Knight as an unwanted guest outside a suburban home. While a paperboy and two female joggers flee, Knight, who played Newman on Seinfeld, stands curbside next to a large piece of luggage. A male voice says, “This year, if the flu shows up at your house, there’s something new you can do about it.” A 15-second teaser broke earlier this month.
Lowe Lintas & Partners has developed a campaign for Heineken that stars the James Bond-movie character Q, the technology wizard behind the big-screen secret agent. After shows off gadgetry designed to open and chill bottles of Heineken, a female underling asks, “Why would James Bond need all these?” Q’s reply? “They’re not for him. They’re for my vacation.” The New York shop’s spot and a corresponding print ad with the headline, “Some things shouldn’t be shaken or stirred,” tie into The World Is Not Enough, a new James Bond movie that opened Nov. 19.
J. Walter Thompson, New York, has broken its first work for Medscape’s CBSHealthWatch.com. The ad employs images of routine acts, such as swimming and brushing teeth, and compares them with the act of researching health topics, such as “pregnancy” and “asthma,” on the Internet. “What does a Web site have to do with your daily health routine?” a male voice asks. “Everything.” The tagline: “Every day. For your health.” The spot was created by JWT unit ThompsonConnect.
Grey Advertising, New York, was named the first agency for GiftCertificates.com. The client is spending $12 million in the fourth quarter on an ad campaign that breaks this month, featuring Sophia Loren.
Shoppers can purchase gift certificates from the Web site for leading brand names in the retail, restaurant and travel industries, such as Saks Fifth Avenue, Brooks Brothers, Barnes & Noble, Chanel, Eddie Bauer, Ritz-Carlton hotels and resorts, and more than 100 restaurants nationwide. Loren will be featured in print ads in The Wall Street Journal, The New York Times, USA Today and Business Week, among other publications. She will also appear in radio and out-of-home efforts focusing on the top 12 Internet markets.
Grey also broke the print portion of its $100 million campaign for Oracle. Ads ran in newspapers, including The Wall Street Journal, The New York Times and the Financial Times. Tagged, “Oracle software powers the Internet,” the ads emphasize Oracle’s lock on e-businesses’ Internet systems. The second round of print ads touting Oracle’s database solutions launches through December in Newsweek, Business Week, The Economist, Forbes and other magazines. Radio and outdoor also break this quarter; TV follows next year.
Hill/Holliday has created a print and radio campaign for the American Lung Association, as part of its annual Christmas Seals effort. The New York shop’s pro bono campaign focuses on asthma, a disease that affects millions of children, many of whom are poor, urban residents. In a print ad, running in a variety of media, such as billboards and transit cards, a little girl is shown in a close-up, an imploring expression on her wide-eyed face. The headline: “It’s hard to tell someone you can’t breathe when you can’t talk.” In one radio spot, a child breathes hard to the sound of change falling into a piggy bank; in another, a man gives frightening facts about asthma in between stanzas of “Jingle Bells.”
Gotham has launched a national campaign for Roxy.com, an online electronics retailer. TV, radio and print ads introduce a representative, “Neidermeyer,” who solves technical problems. In one TV spot, a school principal has trouble with a microphone during a speech, resulting in ear-piercing feedback; in another, a teacher shows a sex-education video to a high-school class, but the tape is interrupted by static at a critical moment. Ads emphasize Roxy’s
slogan, “Electronics without the static.” Newspaper ads show Neidermeyer wearing a telephone headset and read, “No ma’am, cell phones weren’t invented for convicts”; “No sir, DVD is not contagious”; and “No ma’am, satellite dishes aren’t dishwasher safe.” Print work breaks late this month in The Wall Street Journal and USA Today. New York-based Gotham won the account following a review that included fellow New York shop Hanft Byrne Raboy & Partners and Boston agency CGN Marketing & Creative Services. Billings are $15 million.
The Kaplan Thaler Group, New York, launched its first national ad campaign Nov. 15 for Charles & Colvard, the manufacturer and retailer of Moissanite jewelry, in conjunction with the launch of its Web site, www.Moissanite.com. Moissanite is a colorless, lab-created gemstone resembling a diamond. Fourth-quarter spending is $2 million for the nontraditional media buy, which includes cinema, cable TV, print and out-of-home ads, followed by a $6 million annual spend in 2000.
Kovant & Brodsky in New York has created TV and outdoor public service announcements for the National Road Safety Foundation. Spots themed, “Don’t bug out,” broke nationwide in October, and a painted, 50-by-4-foot mural reading, “Road rage kills!” appears at the entrance to the Midtown Tunnel at 36th Street and Second Avenue in New York; the space was donated by Pan Am Equities. Three animated TV ads, airing on cable outlets, including Nickelodeon and MTV, discourage aggressive driving by showing insects tailgating, shoulder driving and speeding, and meeting Wile E. Coyote-esque consequences. The animation was developed by AMP Traditional and Digital Animation in New York.
Mission Creative Energy, New York, has created a print campaign for The Rug Warehouse that promotes the store’s retirement sale while spoofing New York’s current political climate. Three print ads, in black with white text, read, “Memo to Hillary: If you’re going to be a carpetbagger, at least get a great one”; “Memo to Rudy: If you’re going to walk all over something, make it a beautiful rug”; and “Memo to The Donald: We have a rug that has your name on it.” Print ads ran in New York magazine and The New York Times; a radio spot ran on WQXR.
Ziccardi & Partners has created a holiday-shopping campaign for BestSelections.com, a luxury- and specialty-goods Web site. The print, radio, TV and online-banner ads target high-end customers. Print ads are tagged, “How the other half clicks.” In one execution, a female angel stands by a shore; copy reads, “Because you want your caviar to come to you.” A second execution features a man in a tall top hat sitting on a rock, with the caption, “Because you don’t have time for conventional shopping during black tie season.” The New York shop’s ads broke in the East Hampton Star and Dan’s Papers, and run in such publications as Vogue, The Wall Street Journal, W, House & Garden and Vanity Fair.
Moody Communications in New York has been tapped by shopping portal Town24.com to develop an integrated marketing campaign. Billings are $13 million.
CMG Communications, New York, has been named the advertising agency for MarketShopper.com, a Web site launching Nov. 26 that sells items found at open-air markets around the world. The site is backed by Urban Space Management, a developer and manager of specialty marketplaces in England and the United States.
MK Advertising has launched a campaign for City Center 55th Street Theater Foundation. The New York shop’s campaign, themed, “Quotes,” consists of print ads in New York and The New York Times, window cards placed around Manhattan, and radio sponsorships on WNYC. In the ads, five characters, representing “typical” New Yorkers, discuss their City Center experiences. The tagline: “Bring out your inner patron of the arts.”
Pisarkiewicz Mazur, New York, has been tapped by HBO to redesign the cable channel’s monthly programming guides. The branding consultancy has been charged with creating a more contemporary look for the subscriber magazines’ overall visuals. HBO publishes three monthly magazines: one for HBO subscribers, one for viewers of HBO and Cinemax, and a third for multi-channel subscribers.
Fairbrother and Co. in Chatham has been named the advertising agency for Adelphi University in Garden City. The agency will create a branding and image campaign for Adelphi, which includes print and broadcast advertising, strategic marketing, direct marketing and Web-site design. Fairbrother won the business following a review of undisclosed agencies. Billings are estimated at $1.5 million.
Eric Shuster has added three accounts. Golden Oldies, a 10,000-square-foot antiques warehouse and showroom in Fairfield, N.J., tapped the Great Neck agency to develop advertising, public relations and in-store promotions; The Nathan Butwin Group, a Long Island-based property- and casualty-insurance company, hired Eric Shuster to create a new
corporate identity; and The Jewish Week, a weekly newspaper serving members of New York’s Jewish community, hired the agency to create a direct-mail campaign targeting various sectors of the business landscape.
Hunter & Associates, New York, has been tapped by 3M to implement a public relations campaign for the company’s Nexcare first-aid products, including adhesive bandages, first-aid tape, non-stick pads, and cold- and heat-therapy products.
Ketchum, New York, conducted a study called, “Teens Talk,” which surveyed teenagers’ feelings about making purchases on the Web. The study was conducted by Ketchum’s global brand marketing practice in conjunction with its research and measurement department. The
survey found that teens have not yet embraced the Internet as a source of advice for purchase decisions; they considered friends and parents more trustworthy.
Joester Loria Group has been retained as the worldwide licensing agent for DaimlerChrysler. The New York agency has exclusive rights to license the automotive company’s Jeep and Dodge brands, and non-exclusive rights to other brands, including Chrysler and Plymouth.
Tierney & Partners, Philadelphia, broke the third spot in its campaign for PECO Energy. The ad continues the “You can never be too prepared” theme introduced in two previous ads. In the newest execution, a man gets a flat tire on a deserted road. When his spare rolls down a hill, he drives away in the spare car he had been towing behind him. Print ads show a family car towing a portable toilet, and a baby with an extra-long bib