Saatchi Rebrands Mercury News

Saatchi & Saatchi here is set to kick off a rebranding campaign this week for the San Jose Mercury News, a push meant to position the daily as the paper of record for Northern California and its high-tech businesses.

The campaign breaks this week and uses the tagline “Life unfolds.”

It is the second effort for the newspaper since Saatchi acquired the business in 1997.

Television, print, radio and outdoor ads are slated to run in San Francisco and San Jose, Calif., for two months.

Saatchi creatives said the campaign is meant to solidify the Mercury News’ position as a Silicon Valley news resource.

“This campaign captures the energy, urgency, intelligence and nuance of the relationship between the Mercury News and our unique readership in this amazing time andplace,” said Kathleen Slattery, vp of marketing for the News. “The branding campaign polishes a year of major expansion.”

The TV campaign features the spots “Dot-Com,” “Restaurant” and “Indian Theater.” Each commercial shows a reader reciting articles that speak to what is happening in their lives.

In the “Dot-Com” spot, a 20something man is shown on a bus citing an article on the downturn of the Internet economy. As he reads the newspaper, a voiceover says: “A month ago, you were a 28-year-old millionaire. Now you’re just 28.”

The Saatchi San Francisco office also does work for Procter & Gamble and Barclays Global Investors.