Crayola Spots Laud Tools of Creativity

CHICAGO New national commercials for Binney & Smith’s Crayola brand promote the crayons and markers as the children’s tool for creative expression.

Two television spots break Monday as the Easton, Pa., company continues celebrating its 100th anniversary.

The commercials, created by Leo Burnett, Chicago, are tagged “Make play” and feature children employing out-of-the-box concepts with their crayons and markers.

In one spot, a boy marvels at how the moon seems so small from such a far distance. He then draws the moon on paper using Crayola’s Twistables crayons.

The other spot shows a boy drawing shark fins with a gray marker and placing them around his dog on the carpet. The boy then uses Crayola’s new Click Em On markers, which can be connected to build objects, to make a diving cage to protect his puppy.

Spending on the commercials was not disclosed. Binney & Smith spent $10 million advertising Crayola in 2002, according to CMR.