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Boeing Seeks a Common Line

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Foote, Cone & Belding here uses a simple graphic element to tie together Boeing and its various units in the agency's debut advertising for the brand.

Television spots break today, primarily on cable business stations and programming. Print is set for trade publications such as Aviation Week and Defense News, in addition to smaller buys in The Economist and The Washington Post.

TV and print both employ a copy-carrying "horizon line" that runs across the screen and page. The horizon imagery "symbolizes optimism and future orientation," said Anne Toulouse, vice president of brand management and advertising for the Chicago-headquartered company.

FCB Chicago inherited two major components of the campaign from its Seattle office, which previously handled the account. Music commissioned by Boeing in 2000 remains in TV, and the tag, "Forever new frontiers," is also maintained.

Boeing shifted the assignment in November after moving its headquarters from Seattle to Chicago. FCB retained the business at its Chicago office following a four-month review that included finalists BBDO and J. Walter Thompson, both Chicago.

Spending had been projected at $70 million, but the economic downturn, which led to massive layoffs and cutbacks at Boeing, was expected to reduce that number this year.

The campaign continues Boeing's efforts to be known as more than an airplane manufacturer. A 60-second corporate TV spot uses a steady stream of visuals—children with arms outstretched, a boy releasing a dove, jet planes and spinning satellites. Onscreen copy reads: "Have you seen the horizon; beyond the horizon; where the sky expands; the world shrinks; and the eagle is the dove?"

FCB creative director John Claxton said the effort takes a more human approach than past efforts and tries to convey more brand passion.