CBO Finds Local Stars

In-Line Skater Energizes Ads For WB Sport
LOS ANGELES–CBO has launched a multilevel ad campaign aimed at children and teens for WB Sport, the sports lifestyle brand of Warner Bros. Sports Licensing in Burbank, Calif.
The “All-Star Style” campaign broke earlier this month with a pair of TV spots featuring top-ranked in-line skater Mike Budnik. A branding spot sees Budnik leaping and spinning past street obstacles. People know him as an all-star because he is “seriously into pro blading,” he explains, but in his free time he street skates, hangs out with friends and “chills” in his WB Sports clothes.
“We have geared the campaign to emphasize the lifestyle image of our brand and utilize ‘local all-stars’ with whom our consumers can relate,” said Jeffrey Orridge, WB Sports’ director of sales and marketing. “Mike Budnik is … accessible and aspirational to our target market.”
“Kids can relate to Mike because he is close to their age,” said Marty Muller, senior vice president and executive creative director of Hollywood, Calif.-based CBO.
The image spot is airing on cable networks including MTV, BET, TBS, TNT, Fox Sports and Nickelodeon through the fourth quarter.
A second spot, which airs through next week, supports a promotional sweepstakes contest, with a trip for four to the 1999 NHL All-Star Game in Florida offered as the grand prize.
CBO also created direct mail, outdoor, radio and in-store signage components, as well as a catalog featuring WB Sport athletes such as Shaquille O’Neal and “local all-stars.”
CBO picked up ad duties for the unit last summer. Billings are estimated at under $5 million. The shop also handles advertising for Warner Bros. Studio Stores and Warner Bros. Consumer Products.