‘Don’ Returns in McCann’s New Prestone Spots

DETROIT McCann Erickson reacquaints viewers with “The Don,” a Mafioso-like character introduced last year, in a new effort for Prestone’s All Makes All Models Extended Life Antifreeze/Coolant.

The spot from the Troy, Mich., agency shows the character heading a meeting to decide new leadership. “How did it come to this?” asks the Don. “All these different antifreeze formulas, all these different colors. This stops now. Big Yellow’s taking over.” An older Mafioso, played by Len Lesser (Uncle Leo from Seinfeld), stands up to object, but the Don slaps a package of fish on the table, and the elder backs down. The ad, which focuses on the simplicity and effectiveness of the new product, is tagged, “Trust Prestone. For your own protection.”

The commercial breaks today. Two print ads also play off the yellow theme, using the headlines, “Trust any color as long as it’s yellow” and “One color goes with everything.” They are running in September issues of consumer magazines and throughout the year in books such as Car & Driver, Popular Mechanics and Road & Track. Outdoor will run in select markets.

The new effort is a continuation of a campaign launched in March 2003. That work, also from Interpublic Group’s McCann, touted “family protection.”

“We wanted to create a new spot that assures consumers that Prestone’s All Makes All Models Extended Life Antifreeze/Coolant is simple to use but still maintains its heritage of ultimate protection for their vehicles,” said Charlie Metzger, evp, director of client services and business development at McCann’s Detroit office, in a statement. “Bringing back the same main character was a fun way to maintain the protection message.”

Spending was not disclosed. Last year’s ad spending from the Danbury, Conn., client was just more than $5 million, according to TNS Media Intelligence/CMR.