Black Rocket Magnifies the Essence of Yahoo!

SAN FRANCISCO Everyone needs to search for something is the message in a new advertising campaign for Yahoo! created by Havas’ Black Rocket Euro RSCG.

A 30-second television commercial and outdoor ads will show people toting oversize Internet search bars filled with queries that illustrate their current interests and predicaments. The tagline: “Faster, easier, bingo.”

This is the first time Yahoo! has launched an ad campaign highlighting its search functions. Search is one of the two main reasons people use the Internet, said Jennifer Dulsti, director of brand marketing at Yahoo! “We wanted to bring search to life and the campaign theme, overall, is humanizing the search experience,” she said. “Search is at the heart of Yahoo! Search is one of Yahoo!’s top priorities this year.”

Dulsti said the new work also plays off recent product and design enhancements, which the Sunnyvale, Calif.-company wanted to market to consumers.

Spending was not disclosed. The company spent roughly $30 million on advertising last year, according to TNS Media Intelligence/CMR.

The spot will appear on national cable TV networks beginning today. Outdoor ads will appear in New York, Chicago, San Francisco and Boston. On Wednesday, the advertising will come to life in those cities business districts, where actors will be seen carrying the jumbo search bars featured in the ads.

The effort from the San Francisco agency will also include online advertising, radio spots and what Yahoo! is calling an Internet-enabled display in New York’s Times Square. Known as the Reuter’s billboard, it will stream live searches from Yahoo!’s Web site from queries initiated in San Francisco, New York, Honolulu, Savannah, Ga., and Muncie, Ind.

To cap the marketing effort, the online push will also include keyword search engine advertising, or pay-for-placement ads, utilizing competing search engine sites.