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WWL Talks Tough for Wix Filters

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ATLANTA Wray Ward Laseter has launched a new national ad campaign for Wix Filters that includes television, radio and Internet ads, public relations and promotions, the shop said.

The Charlotte, N.C., agency's work portrays the company's air, oil and fuel filters as tough-talking enemies of dirt. In one radio spot, a filter says, "Dust, dirt, grime. I'm your daddy. The Wix oil filter you've always dreaded." Copy in one print ad proclaims, "Brings maintenance costs to their bony little knees."

To promote the company's new product packaging, the campaign uses a Hummer H2 that is wrapped in the new graphics. The Hummer is attending trade shows, store promotions and each Nascar race this year.

The Nascar promotion includes a contest that awards weekly prizes to the driver who leads the most laps in each of the sport's three top series: Nextel Cup, Busch and Craftsman Truck. The contest also allows fans to predict which driver will lead the most laps in each race. Fans with the correct answer qualify for a chance to win weekly, quarterly and annual prizes.

"In our new marketing campaign, Wray Ward Laseter has developed for Wix Filters an exciting, attention-getting approach that let's us talk to our customers and to race fans with an attitude that is confident and edgy and it goes it through communications tools that we've never explored," said Bruce Johnston, brand manager for Wix, Gastonia, S.C.

Spending on the campaign was not disclosed.