NEW YORK Kirshenbaum Bond + Partners has traded Gary Coleman for a new spokesman, Mr. Superpages, an animated icon that is the face of Verizon Superpages' $15 million integrated campaign.
The work, which includes three 30-second TV spots and myriad print and outdoor executions, uses the tagline, "Online. On your cell. In the book," to showcase the multiple ways users can access the Verizon Superpages. Direct mail and online advertising, created by KB+P's Dotglu unit, are also included.
In the character's TV debut, a spot dubbed "Renovation," Mr. Superpages swoops in on a middle-aged couple enjoying their morning coffee and newspaper. The smarmy character puts a bug in the wife's ear, saying, "The '70s called, they want their kitchen back." The woman quickly grabs her Verizon Superpages and tells her husband she wants to renovate the kitchen.
Ads broke this month.
The last work by the New York-based MDC Partners shop, which won the account in 2002, was tagged, "It's more than Yellow Pages. It's Super Pages." Ads showed Coleman looking up dialect coaches and photographers to stage an Oscar-winning comeback and a racing team using the book to find junk dealers and building supplies to soup up its Yugo, which wins convincingly.