Amazon Pulls Wool Off “Sweatermen” TV Effort

NEW YORK – High-profile says it will be taking a more low-key approach to advertising through the holiday season and into 2002. The Internet retailer confirmed that it is pulling its “Sweatermen” ads – which feature a choir of guys wearing sweaters and singing the praises of Amazon’s books, CDs, electronics and other merchandise – out of rotation to focus on print, catalog and its alliances with NBC-TV and Burger King.Amazon will continue to run 10-second spots to promote merchandise related to specific shows, such as books on politics following “The West Wing” and a DVD collection of “Friends” episodes.”There certainly are lots of other ways to reach consumers other than broad-scale marketing,” said Amazon spokeswoman Patty Smith. “We had ‘The Sweatermen’ for the past two years and certainly they were very effective while they were around, but it is time for something different.”Amazon’s former agency, FCB Worldwide, produced the “Sweatermen” campaign. Fresh creative is being developed by Amazon’s new agency, Wieden + Kennedy, Portland, Oregon. Seattle-based Amazon spent more than $19 million in media in 2000 and more than $7 million through August of 2001, per CMR.– Barry Janoff