CHICAGO-Cramer-Krasselt will introduce "Digitize the Experience" as the new tagline for Zenith Electronics this week.
The $30 million effort, the company's first advertising in roughly 15 years, includes print and television. One television ad features men in a nightclub emerging from a restroom with embarrassing wet spots on their pants. The spot concludes by revealing a giant Zenith television perched above the urinals. "You can't escape the power of Zenith digital," says a voiceover.
Television spots will air on national cable networks. Print ads, which showcase the sleek styling of the televisions, will run in publications such as Entertainment Weekly, Rolling Stone and Vanity Fair.
The Chicago agency won the estimated $15-20 million account last year over Laughlin/Constable in Milwaukee.