Lycos Tries 'Inspiration' from Hill, Holliday

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BOSTON — Terra Lycos is set to unveil a new TV push tonight for its Lycos brand, eschewing its two-year-old “Dig into it deeper” positioning for a new thematic direction.

The campaign’s overall theme is ‘Inspiration,’ although that word never appears.

A 30-second spot, crafted by Boston’s Hill, Holliday, Connors, Cosmopulos, will air during CBS’ broadcast of “CSI: Crime Scene Investigation.” The spot opens with a man sitting 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 Lycos endorser Anna Kournikova.

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