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LOS ANGELES NYCA breaks its initial campaign for diet supplement Metabolife Complete today, which includes the first 30-second TV commercial in the company’s 14-year existence.
The Encinitas, Calif.-based independent’s effort for cable and syndication consists of one 30-second spot and a 10-second iteration, as well as a print component including full- and third-page ads. Although Metabolife has relied heavily on radio in the past—the company’s adspend of about $15 million in 2003 included approximately $7 million in radio, according to Nielson Monitor-Plus—that will not be a major factor in this campaign, said agency CEO and creative director Michael Mark.
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