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In its first overarching brand campaign in more than two years, Yahoo! touts its “multidimensional nature” by showing how real people use the ISP to search, shop, send e-mail or listen to music.
The four spots, which break this week on cable, represent the first work for Yahoo! from WPP Group’s Soho Square.
“We want to continue to intensify Yahoo!’s relationship with its users and communicate that it has lots of things to enhance their lives,” said Cammie Dunaway, who joined Yahoo! as chief marketing officer last June after 13 years at Frito-Lay.
The new tagline is “Life engine,” which replaces “Do you Yahoo?!”
In one spot, a split screen separates a fire-eater who says she buys her equipment via Yahoo! and a chef who talks about searching for chilis using Yahoo!.
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