Midwest Gets NYCE Debut

Connecticut Shop Crafts New TV Spot
BOSTON–Cronin & Co., Glastonbury, Conn., introduces NYCE Corp. in the Midwest with a TV spot that plays off the company’s name.
Prior to last year’s buyout by NYCE, Magic Line, a Dearborn, Mich., electronic payment company, used hometown shop CTS Advertising.
A 30-second TV spot titled “Now this is NYCE” features two young, fashionably dressed women using their NYCE-branded ATM cards at retail outlets. Literally everything they see in shop windows they find “nice”–or rather, “NYCE”–enough to buy.
At the close of the spot, their car laden with purchases, the women pull up next to a couple of men on a similar spree. The spot, set to synthesized music, includes the line: “It’s fast. It’s easy. It’s NYCE.” But there is no true tag.
The brand’s name is heard 13 times, noted Steve Wolfberg, creative director of Cronin. “That’s the fun of it,” he said.
Ads will run for the next eight weeks, mainly in Michigan, Indiana and Illinois. The effort may be unveiled in Northeastern markets later this year, said a representative with NYCE. K