FTD Jiggy With Iggy

DDB uses Iggy Pop’s lively song “Wild Child” in the third year of its “Be a hero” campaign for FTD.

A fresh pool of five 30-second TV commercials from the Chicago shop breaks Monday during prime time and is geared toward the Thanksgiving holiday.

The campaign continues to be built around classic rock songs. Last year’s spots for the Downers Grove, Ill., company featured “Into Your Arms” by the Lemonheads. The agency’s work the first year used David Bowie’s “Heroes.”

“The objective was to keep it fresh and contemporary,” said Rick Korzeniowski, DDB’s group creative director.

“Wild Child” will be featured in ads for Christmas, Valentine’s Day and Mother’s Day, said Caroline Barni, FTD’s director of marketing.

DDB selected “Wild Child” from about 15 songs. The idea was to find an upbeat tune that could work for various holidays.

The song has been widely used in films and other commercials, but Barni contends that it still gets people’s attention. The spots show FTD florists and floral enthusiasts smelling vividly colorful blooms. There is no dialogue, but copy fades in and out. One bit reads, “Even our florists are hand-picked.”

The campaign also includes print ads. They are running in Redbook, Good Housekeeping, County Living, O and other women’s publications.

The commercials continue to use quips such as, “Feast on this. FTD florists make the worlds best side dish.”