Roxio Broadcast Ads Break

BOSTON–The first broadcast advertising for Roxio, a digital media company that provides CD recording software, breaks this week, encouraging consumers to “Burn everything,” at least in terms of creating CDs of their favorite music.

A 30-second TV spot shows a man driving a bright yellow car around an airport, scaring away birds so they don’t get caught in jet engines. As he drives around, he listens to CDs he has burned using Roxio software. Two other spots have also been produced. Young adults are the target audience.

Previous print ads for the Milpitas, Calif.-based company have been tagged “Pure burn.”

Modernista! of Boston handles Roxio. Spending is not disclosed but is estimated in the low- to mid-seven figures.