Mad Dogs Glorifies Nerds for Cable TV Show

SAN FRANCISCO Nerds of the world are applauded in Mad Dogs & Englishmen’s first campaign for TechTV’s Nerd Nation, which launched this week.

The shop has created two radio spots, which began airing Sunday in New England. The ads feature nerds singing songs about being their own best friends and looking forward to viewing the new cable TV show.

“I’m sitting here at home,” one ad begins. “There’s no one here but me/I’ve got a tuna sandwich and a 14-inch TV/I’m gonna watch Nerd Nation, where everyone’s like me.”

The ad campaign is about appreciating nerds, said Nick Cohen, co-chair and executive creative director of Mad Dogs & Englishmen, San Francisco. “Everything cool and useful in the world was at some point probably created by a nerd,” he said. “Telephones, cars—yet we give nerds no credit. This is to celebrate their greatness.”

The radio campaign was preceded last week by “street teams” in New York and Los Angeles, plastering stickers on objects nerds invented, Cohen said. There is also an online component, and print ads will follow.

Nerd Nation is a series of 13 documentaries on subjects dear to nerds’ hearts, such as hackers, aliens, scientists and Lara Croft. The first show aired Monday.

Campaign media expenditures were undisclosed. TechTV spent $800,000 on media in 2002 and $119,000 through October 2003, according to TNS Media Intelligence/CMR.

The campaign represents Mad Dogs & Englishmen’s first consumer work for TechTV, Cohen said. The client has also tapped the agency to do some affiliate marketing as well as help distribute and sell programming internationally.

TechTV is a technology cable network and Web site that logs a monthly average of 1.5 million visitors. Owned by Vulcan Inc., TechTV is currently available in nearly 40 million homes.