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Terra Lycos, Waltham, Mass., has signed tennis star Anna Kournikova for a multi-year endorsement contract that includes an estimated $10 million campaign breaking this week and contests tied to various Lycos sites.
TV spots, via Hill, Holliday, Connors, Cosmopulos, Boston, will break during the NCAA men’s basketball Final Four championship on CBS.
Creative for the first of two spots features Kournikova knocking on the door of someone’s house. Two guys answer and immediately are fixated on a set of car keys to a free BMW that Kournikova is dangling.
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