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Fallon Plays Big Board Games for ArcaEx

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CHICAGO Fallon targets top business and financial executives in its latest work for ArcaEx, an electronic stock exchange.

Television spots from the Minneapolis agency, which break during NBC's coverage of the Ryder Cup this weekend, depict everyday activities becoming overwhelmed by interest. In one spot, a la Hitchcock's The Birds, a couple innocently feeds pigeons in the park until they and the city are overwhelmed by the creatures. In another spot, a casual chess game in the park brings a city to a standstill.

In both spots, the "Numbers this big are hard to ignore" tagline appears along with the explanation that 575 million shares are traded daily on the Chicago-based electronic exchange.

Similarly themed print executions broke Friday in The Wall Street Journal and will also run in The New York Times, San Jose Mercury News and American Banker newspapers, as well as business magazines. Television will run on ESPN, CNN, Fox and CNBC.

"These efforts are focused on making CEOs, CFOs, investor relations officers and key outside influencers to the listings process aware of ArcaEx," said Margaret Nagle, marketing director of the Chicago-based company, in a statement. "We hope they will be interested in probing further about the listing services ArcaEx provides."

Spending for the effort was not disclosed. Archipelago Exchange spent only about $1 million on advertising last year, according to TNS Media Intelligence/CMR.