Lycos Explores New Territory in ‘Inspiration’ Ads

Hill, Holliday, Connors, Cosmopulos’ latest work for Terra Lycos seeks to inspire Internet surfers to check out the Lycos portal’s features and functions.

The campaign from the Boston agency broke late last week. It drops the client’s 2-year-old “Dig deeper” positioning but retains ad icon Anna Kour n i kova, who appears briefly in a tennis clip used in a fast-moving montage of colorful images. The overall effort is themed “Inspiration,” though no tagline appears in the ads.

One 30-second commercial opens with a man sitting in front of his computer, searching Lycos’ site. The camera pans into the computer screen and takes the viewer through a safari, a bustling stock exchange, a busy street in Beijing and a tennis tournament featuring Kournikova.

A voiceover says, “Immerse yourself in the only Internet destination vast enough, vivid enough, varied enough to explore all the worlds you live in.”

The spot closes with descriptions of a Web surfer as a world traveler, mortgage broker, investor, sports fan and, finally, an explorer.

“It taps into our heritage of search and exploration,” said Steven Gross, the portal’s U.S. vp of marketing. Gross joined Terra Lycos earlier this year, and this is the first campaign crafted under his super vision.

Spots will run during the next four weeks on network and cable tele vision. Spending will be in excess of $5 million, Gross said.

Last year, Kournikova appeared in a pair of TV spots carrying the tag, “Whatever you’re into, dig into it deeper on Lycos.”