Philbin to Endorse Osteo Bi-Flex

NEW YORK Marathon TV showman Regis Philbin is going from the pages of the Guinness Book of World Records to the pages of consumer magazines next year, when he becomes the face of Osteo Bi-Flex’s $6.5 million ad campaign, the company said.

“He has such a broad appeal, old and young love Regis,” said Jim Flaherty, senior vice president of marketing and advertising at NBTY Inc. in Bohemia, N.Y., the company that owns the brand. “You couldn’t find anyone more alive.”

Ads for the joint care supplement featuring Philbin, who Guinness noted has appeared on the most hours of broadcast television, will appear in Oprah, Better Homes & Gardens, Family Circle, Modern Maturity and Prevention magazines. The campaign was created in-house, Flaherty said.

“Osteo Bi-Flex helps me maintain my hectic pace, play tennis and participate in other physical activities I enjoy,” said Philbin in a statement.