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DDB Enlists Ex-Reds for Latest Cheese WorkCHICAGO—Baseball Hall of Famers Sparky Anderson and Johnny Bench are featured in a new spot for Dairy Management Inc.'s "Ah, the power of cheese," campaign from DDB Chicago. In a 30-second spot that breaks Jan. 7, ex-manager Anderson watches a young waiter in a restaurant grating a huge mound of Parmesan cheese for an anxious diner. Noticing that the cheese is missing the plate, Anderson pulls the waiter and calls in another. Bench tells the skipper he waited too long. The spot is the first of three commercials the shop plans to break this year for the Rosemont, Ill., client. EDM Acquires Interest in Milwaukee's Blue HorseCHICAGO—Ebel Dunnel Merrick here has acquired a 62 percent interest in Blue Horse in Milwaukee. The two shops will continue to operate independently and under their current names but will share resources when needed, the companies said. Chrysler Extends Asian American EffortDETROIT—Chrysler is launching the second phase of a pilot advertising program in California targeted at Asian Americans. The campaign is from Imada Wong Communications Group, Los Angeles, which is working for the automaker on a project basis. New TV spots and print ads for the 2002 Dodge Caravan minivan will debut Feb. 4—the start of the Chinese Lunar New Year—in San Francisco and surrounding areas. The ads follow a Chinese-language TV and print campaign for the Jeep Liberty that is running through March in Los Angeles. The theme of the campaign is "Jeep Liberty. Take the American road." DDB's Drops Heroes in Bud Light Radio Ads CHICAGO—Anheuser-Busch's radio campaign for Bud Light now carries a new tagline, "Real men of genius," which replaces "Real American heroes." Created by DDB Chicago, the award-winning "Heroes" spots sarcastically honor obscure and unusual professionals such as "Mr. Foot-Long Hot Dog Inventor." Spots produced since the Sept. 11 terrorist attack continue in the same vein but use the altered tag. A representative for the St. Louis brewer declined to specify a reason for the new tagline. Chef Absent in Tatham's Latest Red Lobster SpotCHICAGO—Euro RSCG Tatham's latest work for Red Lobster's "Go overboard" campaign backs an all-you-can-eat shrimp promotion. A TV spot that breaks today employs the song "One Is the Loneliest Number" as a man surveys the lone shrimp left on his plate. The spots are without the "Chef Ned" character, which debuted last July. A representative for the unit of Orlando, Fla.-based Darden Restaurants said Chef Ned is on indefinite hiatus but offered no further details. DiMeo Set to Push Rolls for TuranoCHICAGO—DiMeo & Co. picked up advertising and public relations duties for Turano Baking and will push the company's Gourmet Mini Rolls with the tag, "Little roll, big taste," in outdoor and radio ads set to break later this month. Billings were not disclosed.

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