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Mullen's in Business

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Mullen this week introduces its first campaign for NeuLevel, the company that maintains the ".Biz" domain in cyberspace.

The effort notes that by adopting the domain, companies will be entitled to three key benefits: a memorable online location, en-hanced technology and security features that are state-of-the-art. The budget is not disclosed, but sources said spending by the Sterling, Va., company is likely to be initially in the high seven figures.

"We wanted to address the skepticism decision makers at companies would have and answer the question, 'Why .Biz?'" said Jon Eckman, copywriter at Mullen, Wenham, Mass., who teamed with art director Leo Savage for the ads.

A 15-second TV spot, initially running on PBS stations, opens in what appears to be a typical office environment, with employees going about their business among the corridors and cubicles. The camera pulls back to reveal that the activity is taking place inside a suburban garage.

"Why .Biz?" a voiceover asks and then quickly provides the answer: "Because what might start in the garage shouldn't stay in the garage."

The spot closes by proclaiming the extension as "The new domain for the ever-changing needs of business," though similarly themed print ads do not carry that line.

Russ Lange, vp/product development and marketing at NeuLevel, said the current salvo of ads, which will run through December, constitutes "an introductory teaser ... on an international scale," with a broader push planned for 2002.