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Dailey Infuses Charitable Plea With Humor

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LOS ANGELES Interpublic Group's Dailey & Associates and the Jewish Community Foundation of Los Angeles have launched a new radio ad featuring comedian and director David Steinberg, according to a client representative.

The 60-second spot, written by the West Hollywood, Calif., agency's chairman Cliff Einstein, offers a "funny take on the subject of charitable giving," the rep said.

In the ad, Steinberg explains that he began to feel charitable after realizing his blood pressure was down and his "stocks were actually up." While exploring options for starting his own charity, Steinberg continues, he learned about the JCF, which allows donors to establish family funds and distribute money to organizations," Jewish and otherwise."

"I got so excited," Steinberg says, "that my blood pressure went up! But it was for a good cause."

The spot, which broke this week, is scheduled to run through the end of the year on Los Angeles radio stations.

Rather than focusing entirely on "aggressive advertising campaigns," the JCF relies on events and other sponsorship opportunities to spread its message, the rep said. The group has, however, included celebrity-voiced radio ads in previous marketing efforts. Last year, for example, spots featured Leonard and Susan Bay Nimoy; David Schwimmer-hosted ads ran in 2002-03.

An advertising budget was not available.

According to the JCF, the 50-year-old organization is the largest manager of charitable assets in greater Los Angeles, currently overseeing more than $550 million. In 2004, the foundation distributed $43 million in grants to more than 1,300 philanthropic groups.