Bowie Headlines $45 Mil. XM Satellite Radio Ads
LOS ANGELES—-David Bowie, Snoop Dogg and B.B. King fall from the sky in TBWA\Chiat\Day’s first work for XM Satellite Radio. The $45 million campaign breaks Aug. 10 with an in-theater spot that features the musical icons. Bowie crashes through the roof of a motel, Snoop through the roof of a skyscraper and King through a barn. The stars’ arrivals are foreshadowed by a shower of objects that represent types of radio programming, such as basketballs and footballs to symbolize sports. The tagline: “Radio to the power of X.” The shop also created seven TV spots, print ads, billboards and radio ads.
Barrett Heads West to Goodby
LOS ANGELES—Jamie Barrett, executive creative director at the New York office of Fallon and former creative director at Wieden + Kennedy in Portland, Ore., is heading back west to become an associate partner and creative director at Goodby, Silverstein & Partners in San Francisco. Barrett, 40, is taking some time off before joining Goodby on Jan. 2. He will work with Steve Simpson, who holds the same title, and reports to agency principals Jeff Goodby and Rich Silverstein. Succeeding Barrett at Fallon is Kevin Roddy, a creative director who has been at the agency since August 1999.
Kia Unveils $25 Mil.-Plus Campaign for First Minivan
LOS ANGELES—Kia Motors America takes on some of the most popular vehicles in the U.S. when it breaks a $25 million-plus launch campaign this week for the Sedona, the Korean car maker’s first minivan. Davidandgoliath, here, created the effort. One of two spots leading the campaign shows a dad running errands in a blue Sedona loaded with kids and a dog; another shows a woman running errands in a red Sedona during a test drive.
Seinfeld’s Alexander Stars in $200 Mil. KFC Effort
NEW YORK—Jason Alexander, aka George Costanza, has taken on the role of “chicken evangelist” in a $200 million advertising campaign from KFC. In the first of three spots that begin breaking on network television on Sunday, Alexander tries to convert burger aficionados to KFC. The print portion of the campaign offers a coupon with which customers can purchase chicken in specially priced deals. Tagged, “There’s fast food. Then there’s KFC,” the new campaign is the first brand work for the Louisville, Ky.-based client from BBDO in New York. The agency was awarded the business in December in an account shift from Young & Rubicam, also in New York.
P&G Shifts $30 Mil. in Brands to D’Arcy
NEW YORK—Procter & Gamble has shifted two global accounts with combined U.S. billings of about $30 million from Leo Burnett to its Bcom3 sibling D’Arcy Masius Benton & Bowles, here. D’Arcy will now handle creative on Pepto-Bismol and Metamucil, brands that the Chicago agency had handled for 15 and three years, respectively. D’Arcy also handles Prilosec, which treats heartburn. The two accounts were handled by Leo Burnett’s LeoHealth division, a healthcare specialist unit that ceased operating as a separate unit at the beginning of the year.
Y&R Wins Sears Shootout
CHICAGO—Sears, Roebuck and Co. selected a strategy from Young & Rubicam for a major rebranding campaign after a creative shootout between Y&R and the retailer’s other roster agency, Ogilvy & Mather. Hoffman Estates, Ill.-based Sears will scrap the 2-year-old tagline, “The good life at a great price. Guaranteed.” That tag was developed after a similar competition, with credit given to both Chicago agencies. Ogilvy currently handles hardware and the bulk of the Sears advertising. Y&R works on software goods. Sears spends roughly more than $600 million on advertising, according to CMR.
A-B Taps DDB for Michelob Light Campaign
CHICAGO—Anheuser-Busch turned to DDB Chicago for a Michelob Light campaign running exclusively on the Food Network. Leapnet in Chicago, which does nearly no other traditional advertising, remains the lead agency on Michelob brands, an A-B representative said. DDB, which handles Budweiser and Bud Light, was given the Food Network assignment because it has greater resources and could handle the quick turnaround, the representative said. The 30-second spot, which broke earlier this month, carries the tag, “Beer with the taste for food.”
Reckitt Benckiser has launched a review for creative duties on French’s mustard and several other brands that had been handled by Warwick Baker O’Neill in New York, sources said. Billings are estimated at $12-15 million. Warwick is closing Aug. 3 after 62 years [see page 10]. Roth Associates in New York is handling the search. The client’s top marketing executive is Kate Shevack, a Reckitt Benckiser veteran who has shifted from its household-products division to foods. Shevack is the wife of Wolf Group president Brett Shevack. … The ING Group heard pitches from three undisclosed shops last week for its $15 million account, sources said. Atlanta-based Blueprint Communications is handling the search. … Leo Burnett picked up Jimmy Dean Foods’ $10 million account following a review. Incumbent Berry-Brown Advertising in Dallas closed in December. … Red Roof Inns put its creative account in review. RFPs were sent to nine shops last week. Incumbent The Richards Group will retain media duties on the estimated $8-10 million account. … TBWA\Chiat\Day has won the estimated $8-10 million Cunard Line account. The shop bested Kirshenbaum Bond & Partners and Wieden + Ken nedy, both New York. … Cordiant Communications Group has acquired Presentation Communications International Ltd. for 7,675,052 CCG shares.
Bowie Headlines $45 Mil. XM Satellite Radio Ads