CL Makes Boating a Family Affair

CHICAGO Interpublic Group’s Carmichael Lynch will break its first work for the National Marine Manufacturers Association this month, according to the agency.

The campaign will launch during online coverage of the NCAA basketball tournament. The marine association will sponsor streaming coverage of the games during the tournament. This year will be the first opportunity that the Web coverage will be provided free-of-charge; it previously required a $20 subscription.

“This was a natural fit. Early rounds of the tournament are played during the day—exactly when online usage is at its peak,” said Corey Johnson, media director at the Minneapolis agency, in a statement.

The spots, which will be broadcast and used during the online sponsorship, aim to showcase the outgoing, family-friendly lifestyle of boating. In one ad, a family happily waves to strangers on land—like a telephone repairman and a woman in an office—who respond quizzically. Only when the family is on their boat do other boaters wave back. Another spot shows a family acting mysteriously in a grocery store with behavior that is more appropriate during boating.

Print advertisements, which will run in magazines like Men’s Journal, Time and Sports Illustrated, show a body of water from the vantage point of a dock. One ad shows a stoplight on the dock with the line, “You never hear ‘Kids don’t make me turn this boat around.’ ” Another ad shows a video game on the dock with the line, “The only thing that should come between you and your kids is a 75-foot ski rope.”

Spending on the effort was not disclosed. When the agency won the account in fall 2004, billings were estimated at $10 million.