Wyse Accelerates Champion in TV, Print

CHICAGO Federal-Mogul’s Champion spark plugs launched a new campaign this week from Wyse Advertising.

“The world’s favorite spark plug” is the theme of a TV spot and print ads, which play off speed and power to tout the product. In the TV spot, Nascar drivers are seen speeding around the tracks as a voiceover says, “Champion powers all.”

Print ads from the Cleveland agency show cars and racing boats. One execution presents racecars with copy that reads, “Dodge. Ford. Pontiac. Chevy. Champion powers them all on the track.”

The campaign from the Southfield, Mich., automotive after-market products company is part of Federal-Mogul’s plans to boost marketing behind its key brands, including Anco windshield wipers and Wagner brakes, as it emerges from Chapter 11 bankruptcy status.

Billings on the campaign were not disclosed. Federal-Mogul had $400,000 in media expenditures behind its Champion brand in 2002, according to CMR.