Hotlines

Goodby Takes Ice-Cream Account From JWTCHICAGO Nestlé has moved its $5-10 million Häagen-Dazs account from WPP's J. Walter Thompson, here, to Omnicom's Goodby, Silverstein & Partners in San Francisco without a review, sources said. Nestlé earlier this year acquired Dreyer's ice cream, whose $10-15 million account is handled by Goodby, and folded Häagen-Dazs into a new company, Dreyer's Grand Ice Cream Holdings, based in Oakland, Calif. A Nestlé rep could not be reached, and agency officials declined comment. JWT, a Nestlé shop, picked up Häagen-Dazs in January 2002 without a review. JWT continues to handle Nestlé-branded ice-cream lines, including the $5 million Drumstick. IPG's Universal-McCann handles Häagen-Dazs media.Ameritrade Bows $60 Mil. Products and Services CampaignNEW YORK Ameritrade launches a $60 million ad campaign this week that focuses on the brokerage's specialized products and services. The effort, tagged "Good idea. Bad idea," includes four spots via OgilvyOne in New York that use humor to focus on four benefits: Ameritrade's five-second guarantee, flat-rate pricing, real-time information and the Apex program, which offers free tools to help active traders. Each ad shows how these benefits are good for brokerages but not necessarily good in other situations. In the flat-pricing spot, a guy gets into a cab in New York and says, "One flat rate, right? L.A., please." A voiceover explains, "Flat-rate pricing: Bad idea for taxis. Good idea for online trading." In the five-second-guarantee spot, a restaurant sign reads, "Doesn't arrive in five seconds, it's on us." Patrons are shocked when lobster arrives alive and the steak is undercooked. The line continues: "Five-second guarantee: Bad idea for dining. Good idea for online trading." NBA's LeBron James Starts in Ogilvy's Sprite CampaignNEW YORK Ogilvy & Mather unveils its first Sprite work, a 30-second spot that features Cleveland Cavaliers forward LeBron James, since successfully defending the estimated $45 million business in August. In the ad, James' first for the Coca-Cola-owned brand, the rookie is hanging out with friends when he says he feels a sharp pain in the back of his neck. Once his buddies are sufficiently concerned, James reaches back and pulls a Sprite from his shirt, leading his friends to roll their eyes and acknowledge that James has fooled them. The spot breaks Wednesday night during the Cavaliers vs. Sacramento Kings game on ESPN. A source said this is the only spot now airing in the campaign, which is still being developed. The ads will retain the tagline, "Obey your thirst."Legacy Breaks Last 2003 'Crazyworld' SpotBOSTON The American Legacy Foundation today launches a spot in its national "Truth" anti-smoking campaign. Havas' Arnold and Maxxcom's Crispin Porter + Bogusky created the ad, the last to run this year from the "Crazyworld" effort. "All-Our-Kids" opens on a large sandbox that contains several cribs with dolls "sleeping" inside. A teenager tells the crowd about 13,000 cribs that were deemed a "strangulation hazard" and ordered destroyed, as a giant crane reaches into the sandbox, grabs the cribs and drops them down again. "But there were no deaths. Zero," says the teen, who concludes, "This is a cigarette. It contributes to more than 1,000 infant deaths a year due to secondhand smoke. Talk about a deadly hazard. Welcome to Crazyworld." The spot will run in 60- and 30-second versions on MTV, BET, the WB and Fox, among others. The client spent about $90 million on advertising in 2002, according to TNS Media Intelligence/CMR.McDonald's Taps TBWA\C\D For 'Be Active' AdsNEW YORK McDonald's has tapped TBWA\ Chiat\Day in New York to create ads promoting the "Be Smart, Be Active" program, sources said. The Omnicom agency is expected to share the task with other shops, one source said; those shops could not be determined. The program targets the youth market and is an attempt to counter arguments that McDonald's and other food marketers aggressively advertise fattening foods to kids, thereby contributing to childhood obesity. TBWA\C\D is part of TBWA Worldwide, whose Paris office previously handled a similar assignment for McDonald's in France, said sources. TBWA\C\D and the client could not be reached.

Brand Marketing

Hotlines

David Kaplan

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

David Kaplan