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Anglers, Bikers Are Targets of McRae

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ATLANTA McRae Communications said it is set to launch separate advertising campaigns for Humminbird Fishfinders and Black Jack Motorcycles.

The Atlanta shop has developed a 30-second television commercial for Eufaula, Ala.-based Humminbird that breaks the first week of February. "Fish Meeting" targets recreational anglers and features actors dressed as fish learning about Humminbird's newest product. Professional fishermen Jimmy Houston and Denny Brauer make cameo appearances in the spot that will air on ESPN2, Fox Sports and The Outdoor Channel.

Humminbird Fishfinders are manufactured by Techsonic Industries, a division of Teleflex Morse, the agency said. The company supplies marine steering, electronics and controls for powerboats.

McRae also has completed a print campaign for Black Jack Motorcycles. Four full-page ads will appear in spring issues of motorcycle trade publications in the Southeast, the shop said. The ads include photos of custom motorcycles, including Orange County Choppers from the Discovery Channel series American Chopper.

Headlines made to look like leather patches seen on bikers' jackets include "Dude, get your hand out of your pants. It's just a motorcycle" and "A perfectly good marriage is a small price to pay." Copywriter Chad Crowley said he wanted to play off of the ardent desire that various bike enthusiasts have for owning a custom motorcycle.

"That level of bike is very unique in that the cost can range from $40,000 to $80,000," said Crowley. "These ads target motorcycle enthusiasts who are willing to do whatever it takes to own one of these toys."

Black Jack Motorcycles is a dealer in Fayetteville, Ga., that specializes in Orange County Choppers, Desperado, APC and pre-owned Harley-Davidsons.

Spending details were not available for either campaign.