Creating E-Skills and Smiles

The Other Agency has launched its first ads for Caliber Learning Network. Spending is in the six-figure range and the effort is tagged “Smarter made simpler.”

The campaign for the Baltimore, Md., provider of online training products consists of three ads running in trade periodicals such as Selling Power and Sales and Marketing Management. Print efforts, which target sales and training personnel, use humor to show that individuals can learn virtually any skill through Caliber e-learning.

One ad shows a baby learning how to potty-train by watching another tot on a computer screen. The headline: “We’ve made e-Learning so simple, anyone can use it.” Another execution shows a woman learning how to swim in her bathtub.

Previous ads by the Ball Group in Lancaster, Pa., were tagged “Powering knowledge on the Net.”

The Other Agency in Newton, Mass., won the business in a review last September. Media Works of Milton, Mass., is responsible for planning and buying.

“E-learning has become a catch phrase, but no one has explained the term,” said Kevin Owens, agency creative director. “We wanted people to have a little smile on their faces as they looked at these ads.”