Fresh from being engulfed in mist by a fog machine at the recent Academy Awards ceremony, soulman Isaac Hayes has waded into
a new TV campaign by Odiorne Wilde Narraway & Partners for e-tailer Fogdog Sports.
The Shaft composer narrates and composed music for three 30-second Fogdog spots, shot last week in and around Los Angeles.
In the spots, slated to break nationally in late April, Hayes narrates as the Fogdog--a man dressed in a dog suit--rescues sports enthusiasts in need of gear.
Hayes, who recorded the Fogdog music with some of the same musicians who recorded Shaft, also introduces a new tag: "Gear, advice and love for the game."
"Isaac helps with the storyline, plus, there's a cool factor," said Tom Romary, vice president
of marketing at the Redwood City, Calif., client. "We still have the sounds of sport, but now there's a groove behind it."
Michael Wilde, creative director at OWN&P, San Francisco, said South Park broadened Hayes' appeal, and the Oscars mishap was simply an unforeseen "windfall."
Added Hayes, "It was just a twist of fate. I must be living right."