First Spot Backs Learning Software That Gives Kids ‘The Power’
LOS ANGELES–McCann-Erickson’s Los Angeles office targets parents in its first TV work for Knowledge Adventure’s JumpStart Learning System. The spot, which broke earlier this month, is part of an estimated $3 million back-to-school and holiday campaign.
The 30-second spot, titled “The Power,” marks the first foray into TV advertising for the Glendale, Calif.-based children’s software company. It shows kids doing what kids do best: playing. Scenes of children flying kites, riding bikes and playing catch are backed with an original song from the agency, built around the line “I’ve got the power and I’m ready to fly.”
The scenes of playing are intercut with shots of a towheaded boy sitting at his computer, completing one of the JumpStart programs. “Give any kid the power of knowing, and amazing things happen,” says a voiceover, explaining that JumpStart and its “Active Inspiration System” offer different learning levels that correspond to a child’s grade in school.
The same boy appears at the end of the spot, dancing joyfully in front of the refrigerator. A school test appears on the fridge with an “A” grade. The ad closes with the company’s logo and a new tagline: “There’s no stopping a kid with a JumpStart.”
“Anyone can serve up the academic [attributes of the programs],” said Peter Serchuk, the agency’s executive vice president, executive creative director. The agency also attempted to show how the programs can build up a child’s self-esteem, he said. “The brand is for everybody; it has a huge appeal,” he said.
The spot will air on TBS, TNT, A&E, MSNBC, Disney Channel, Animal Planet, Lifetime and other cable networks, Serchuk said. It will air through September to take advantage of the back-to-school season, and then be brought back for the holiday season in November and December.
The agency is currently in production on several print and direct response executions that will appear in the fourth quarter, according to Serchuk.
McCann-Erickson won the JumpStart account in March after a review of Southern California agencies. The other finalists were D’Arcy Masius Benton & Bowles and DDB Needham, both in Los Angeles, and Bozell Worldwide in Costa Mesa.
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