summer SmASH

CBS stars Ted Danson from Becker, Kevin James from The King of Queens, Amy Brenneman from Judging Amy and Craig T. Nelson from The District will star in a summer ad blitz by Smash Advertising, Boston, for WCBS, the network flagship in New York.

The work extends an effort that broke earlier this year featuring Derek Jeter, Ray Romano and station news personalities. That 60-second spot, titled “No Place I’d Rather Be,” showed shots of the Brooklyn Bridge, Brighton Beach and downtown Manhattan.

“We were trying to cement the connection between us as a local station and the people of New York,” said Steve Miller, director of marketing and creative services at WCBS. “We wanted something genuine—not glitzy.”

The budget for the upcoming campaign is estimated in the low-seven-figure range.

“We were looking to do something that people who live in New York could relate to,” said Mark Tomizawa, president of Smash. “We didn’t want to show the World Trade Center. [But] we wanted to acknowledge what people were going through and say [New York] is a great city.”