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LOS ANGELES Omnicom’s GSD&M Idea City has produced a two-spot broadcast push for DreamWorks SKG that breaks today in conjunction with the release of Shrek the Third, according to the agency.
John McGrath, agency vp, communications, said that although the client is officially the studio (for which the agency handled media from 1999 to 2004, until Paramount acquired it), the spots indirectly promote the HD-DVD format for Toshiba.
McGrath said earlier in the year the agency worked on a Shrek-related pro bono campaign to combat childhood obesity on behalf of DreamWorks.
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