Mullen Declares 'Truce' for XM Satellite | Adweek Mullen Declares 'Truce' for XM Satellite | Adweek
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Mullen Declares 'Truce' for XM Satellite

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BOSTON Interpublic Group's Mullen has launched a new effort for XM Satellite Radio dubbed "Truce." The campaign is designed to support the satellite service's coverage of Major League Baseball, the agency said.

"So often, ad agencies push their clients to be subversive or irreverent," said Edward Boches, Mullen's chief creative officer. "You see so much of that these days, irreverence starts to feel mainstream. So for this project, we thought why not go the total other way? Let's be preposterously hopeful and positive with the message."

The first spot to break, "Anthem," shows rival baseball fans (for example, the Boston Red Sox and the New York Yankees) facing off. The fans end up bonding over their shared interest in following their teams on XM. A voiceover concludes, "If there's one thing baseball fans can agree on, it's Major League Baseball on XM Satellite Radio. Every team. All season long." The 70's tune by War "Why Can't We Be Friends?" provides the soundtrack for the commercial.

The effort coincides with XM's debut of 16 dedicated channels of coverage.

Phil Morrison of Epoch Films directed the campaign. Creative credits include Boches, Tim Cawley as group creative director and copywriter, Michael Ancevic as group creative director and art director and Zeke Bowman as executive producer.

Last year, XM Satellite spent $45 million on ads, per Nielsen Monitor-Plus. Mullen's client roster includes General Motors, Sealy and Wachovia.