Fallon, Garmin Chart New Directions

CHICAGO Fallon adapts “The Carol of the Bells” into a sales pitch for a global positioning system in its first work for Garmin. Ads tout the company’s Nuvi device, which is designed for use by both drivers and pedestrians.

Two television spots, breaking this week, take opposite approaches to demonstrate how the GPS system works.

One commercial shows a man getting hopelessly lost while singing the traditional holiday song, with new lyrics such as, “Look, there’s a moose, give him a noose. I’m lost again, where’s Highway 10?” The other spot shows a woman easily navigating unfamiliar territory thanks to the Garmin system. Lyrics for that spot include: “Where’s shopping mall? There’s there shopping mall. Things that are small. Bob’s Big and Tall.”

The spots conclude with a chorus of, “Give a, give a, give a Garmin. Give a, give a, give a Garmin.” The work uses no tagline.

“Garmin is more than a hot gadget,” said Brian Tierney, group creative director at Fallon in Minneapolis. “It’s a cool device that everyone will have within two years and wonder how they got by without.”

In addition to Tierney, Fallon’s creative team included art directors Kris Wixom and Adrien Bindi, senior producer Marty Wetherhall and assistant producer Henni Iwarsson. RSA Films in Los Angeles handled production. Henrik Sundgren directed the spots.

The spots will run through year’s end on network and cable telecasts including NFL coverage.

The Olathe, Kan., company spent about $15 million in measured media last year, according to Nielsen Monitor-Plus.