Jon Bon Jovi, Christie Brinkley (shown here), Brandy and Meryl Streep are not people one would normally associate with one another. But Della Femina/Jeary and Partners, in its latest work for the Newspaper Association of America, assembled this unlikely foursome to convince parents to encourage their children to read newspapers.
The NAA and the agency chose those celebrities because they have broad appeal across several age groups and demographic categories, said Pat Shaine, group account director and partner. Each celebrity spokesperson in the campaign also believes in the message, she said, because all appear for free.
The $7 million effort, which breaks this week, is the third Della Femina has put together for the NAA. Previous campaigns also featured celebrities.
The tagline--"It all starts with newspapers"--remains.
Spots will appear over the air in major markets and on 13 cable networks. The campaign also includes print ads, which newspapers will run free of charge. --Justin Dini