Century City Shopping Center & Marketplace, a trendy outdoor mall in Los Angeles, recently debuted its first television ads.

Created by Fattal & Collins and running on cable TV systems in the area, the spots focus on the Marketplace, the mall’s outdoor dining area.

The ads feature Tray Guy, a fictitious, jovial employee whose job is to pick up trays from the tables. Tray Guy stresses the fun of shopping and eating alfresco. The spots use the tagline, ‘The outdoor alternative.’

‘The TV ads were created . . . with two goals in mind,’ said Mike Sheldon, the Marina del Rey, Calif., agency’s senior vice president and director of client services. ‘Keep production costs to a minimum while maximizing exposure . . . through these high-visibility (cable) affiliates.’

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED