Colby Rebranding The Orange County Register

New work by Colby Effler & Partners for The Orange County Register emphasizes the practical benefits of reading the morning paper.

Colby landed the account in April in a review against Bates USA West and DGWB, both in Irvine, Calif., and other shops. It has now launched outdoor, print and local cable TV ads branding the Register as a hometown paper.

The Santa Monica, Calif., agency is also handling media for the estimated $5-8 million branding effort.

“The whole strategy behind the Orange County Register work was based on community, being connected to everyone around you and information you can use basically,” said Colby Effler principal Rick Colby.

The work that launched in September is Colby’s first crack at branding one of Southern California’s top papers. The two 30-second TV spots emphasize the practical benefits of the newspaper, including the calendar and weather sections.

One spot features a thirtysomething woman on a beach in surfing attire, surfboard in tow, but the waves never come. The tagline is, “You’re on your own without it.”

The same tag is used in a second spot featuring an Anaheim Angels fan donning an Angels uniform and carrying a baseball glove who clearly didn’t check the calendar section before arriving at an empty stadium.

Overall, August and September were busy months for the agency, which launched new work for The Disney Channel and Suzuki ATVs and motorcycles. The agency also rolled out new ads for Koo Koo Roo Chicken just last week.

Colby Effler is a full-service agency with estimated billings of $100 million.