Publicis Breaks Ads for Sara Lee Breads

DALLAS—Publicis in Mid America bows work today for Sara Lee’s new breads. Two 30-second spots touting the bakery goods will run nationally on cable stations. Print appears in national magazines including Cooking Light and Real Simple. In one spot by the Dallas shop, a man is handed a sandwich as he prepares to dig into what is presumably a cheesecake baked by Sara Lee, which is largely associated with frozen desserts. A voiceover says, “Because man cannot live by cheesecake alone.” The other spot features a woman in the same situation, but the narrator says, “Just in case you want to eat something before dessert.” The ads close with the longtime tag, “Nobody doesn’t like Sara Lee.” Spend is undisclosed.

Mayer Picks Up More Hotels, Golf Course

DALLAS—Peter A. Mayer Advertising has added two additional Sonesta International Hotels properties to its client roster. The New Orleans agency has been chosen to handle creative and media duties for the Sonesta Beach Resort Bermuda and Royal Sonesta Hotel Boston. The shop currently handles those chores for the Chateau Sonesta and Royal Sonesta New Orleans properties and is the agency of parent SIH. Mayer has also been selected to handle marketing and public relations for the Tournament Players Club of Louisiana at Fairfield, which will open in spring 2004 and will be the future home of the PGA Tour’s HP Classic of New Orleans. Billings for the new accounts are undisclosed.

Viva Promotes Texas Pride in Verizon Spots

DALLAS—Viva Partnership has launched a radio campaign for Verizon Wireless’ new Texas Local Digital Choice plan that uses Spanish jingles to target Hispanics throughout the state. The Miami shop, which handles Hispanic field marketing in the South for Verizon of Bedminster, N.J., said jingles work because they highlight Texas pride with lines like “Texas is a place like no other, from border to border” and can be altered to reflect common calling patterns in individual markets. The 60-second spots are changed weekly to incorporate new promotions. Print in Spanish-language newspapers and outdoor are part of the effort. Agency president Linda Lane Gonzalez said spending for the campaign, which launched earlier this month, is “over $1 million.”

Ford Taurus Returns to National Television

DETROIT—J. Walter Thompson here breaks a new campaign this week for Ford Motor Co.’s Ford Taurus, including the first national TV spot for the sedan since 2000. Ford opted for the national TV spot to communicate that a number of improvements have been made to the 2003 model, a Ford representative said. The campaign includes print and regional dealer advertising.

Mediaedge:cia Wins ChevronTexaco Europe

NEW YORK—WPP Group’s Mediaedge:cia has won ChevronTexaco’s $100 million European media planning and buying account, giving it the San Francisco-based client’s entire $150 million global account. Mediaedge:cia had already handled the $50 million U.S. business. In the U.S., the account is handled by the San Francisco office, which led the pitches in this review, sources said.