Texans Give Cox Online Dailies TV Play

DALLAS J.B. Herrmann and Beef and Pie Productions teamed up to produce two television spots for Cox Newspapers that promote the Web sites of eight publications.

In one ad, a dog that is sent to fetch the paper grabs it and continues running down the street. A voiceover then says, “Good thing we’re online too. The Waco Tribune-Herald. Pick it up and click it up today.” The commercial closes with a super of the newspaper’s logo and Web address and can be customized with the names of different Cox publications.

A second ad follows the same format with the same copy, but instead features a man asleep on a couch, lying on top of newspaper pages. Both spots, which broke last week, are 15 seconds long; “Sunday” also has a 30-second version.

J.B. Herrmann began working for Atlanta-based Cox in June, when it won the account of the Waco paper with the concept for the current campaign. A marketing executive from that daily told other marketers within Cox about the concept and the campaign was extended to run in seven other small markets.

Temple, Texas-based J.B. Herrmann created the campaign and hired Beef and Pie of Austin, Texas, to shoot and edit the work. The effort includes radio and outdoor components as well.

J.B. Herrmann handles media duties for four Cox papers; the other papers handle those chores internally. Campaign spending was not disclosed.