That’s Groovy, Baby

Using a cartoon character called Louie the Lounge Lizard, Margeotes/Fertitta + Partners’ first work for American Movie Classics touts the cable channel’s “The Martini Months of AMC” film series.
Sporting a fez and a leopard-spotted jacket, Louie (shown here) will promote in print and radio ads flicks from Hollywood’s Golden Age of Swank: the late ’50s and early ’60s, when the Rat Pack ruled, cigarette smoke filled the air and the martini was a major food group. Account director Jon Shrair hopes Louie will appeal to a younger crowd than AMC’s core audience.
The first ad has Louie deconstructing Palm Beach Weekend, and asking, “What makes this film swingin’?” The answer, as the copy makes clear, daddy-o, is 14 convertibles, 41 bathing suits, five make-out sessions and 2.5 brawls.
Margeotes won the Woodbury, N.Y.-based client’s $10 million account six months ago.
The campaign kicks off in early January, Jack.
–Rob Lenihan