Young & Laramore is offering advertising's equivalent of a smothering zone defense in its inaugural campaign for the WNBA's Indiana Fever.
Working with a small budget from the women's professional basketball team, the Indianapolis shop's goal is to inundate consumers with an ad snippet at every turn. A series of 10-second television spots shows a bus driver, short order cook, office clerk, bomb squad member and even the city's mayor, Bart Peterson, daydreaming about the team while going about their real-life routines.
Outdoor and print ads suggest the team is becoming an obsession. "Basketball. Is that all you women think about?" asks one bus board. A newspaper execution warns fans against framing season tickets before use--"as ripping frames in half is very difficult for our ticket-takers."
"The Fever is an underdog to the Pacers (the state's NBA team),"
said agency creative director Charlie Hopper. "We just want to make sure it has enough attitude to stand out,"
-- Jenn Goddu