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Leagas, MVP.com Part Ways
SAN FRANCISCO–Leagas Delaney here has ended its relationship with online sporting goods retailer MVP.com. The two started working together last October. Leagas creative director Sean Ehringer said the company has a “unique product” and “tons of passion,” but the two parties disagreed on the direction of the brand. The dot-com’s launch plans, outlined this past January, called for an advertising budget of $50 million.
Deutsch to Break DirecTV’s NFL Effort
LOS ANGELES–NFL licensee DirecTV will unveil early next month a $10 million-plus campaign from Deutsch/LA supporting its Sunday Ticket pay TV service, which offers all NFL games. Ads are done in a style derivative of NFL Films, in which a voiceover rhetorically examines fans’ dedication to the league. The work was given to Deutsch as a project; the Marina del Rey, Calif., agency is a finalist in DirecTV’s $65-70 million ad review. The spots cut between on-field footage of top NFL stars such as Doug Flutie and Brett Favre and the emotional response of fans watching on TV. The tagline is “Never miss a moment.”
Toyota Introduces Prius
LOS ANGELES–The launch campaign for Toyota Motor Sales USA’s Prius gas/electric hybrid car is breaking nationally. The effort, created by Saatchi & Saatchi Los Angeles, Torrance, Calif., and Oasis Advertising, New York, carries the theme “Prius/genius” and includes broadcast and print advertising, as well as interactive, outdoor and lifestyle marketing elements. The Prius has already drawn almost 1,800 online purchase requests. The first vehicles will reach dealers next month.
Duncan Launches LAPD Campaign
LOS ANGELES–Duncan & Associates, Los Angeles, is airing a new recruitment campaign for the Los Angeles Police Department. The campaign, which broke this month, features officers from the force recounting their experiences, and targets those interested in making a difference in the community. The budget was undisclosed.
Emmy Nominees Announced
NEW YORK–The nominees for outstanding commercial for the 52nd annual Emmy Awards were announced last week by the Academy for Television Arts and Sciences. They include: “Action Figures” by BBDO, New York, for FedEx; “Cat Herders” by Fallon, Minneapolis, for Electronic Data Systems (EDS); “The Morning After” by Wieden + Kennedy, Portland, Ore., for Nike; “Whassup True” by DDB, Chicago, for Budweiser; and “When I Grow Up” by Mullen, Wenham, Mass., for Monster.com. The Emmys will air live on ABC on Sept. 10.
Leo Highlights New Hallmark Line
CHICAGO–Hallmark lets its new greeting cards speak for themselves in an irreverent launch campaign from Leo Burnett. Print ads for its Fresh Ink line broke nationally last month, while TV spots are airing in test markets. The ads are intended to appeal to a younger target than usual for Hallmark, and are anchored by the offbeat text of the cards themselves