Yahoo! Kicks Off ‘Better’ Ad Push

NEW YORK Yahoo! is kicking off a wide-ranging brand advertising campaign that seeks to provide myriad examples of how the portal can serve the needs of many types of audiences.

The “Be a better…” push, created by WPP Group’s Soho Square and OgilvyOne, has an all-encompassing theme that is meant to highlight how Yahoo! can be many things to many people. It will run online, on TV and radio, and in print.

Creative executions show how Yahoo! Improves people’s lives.

In one TV spot, a man is first shown trying to right a picture with a laser level, only to vaporize his wife. The scene is replayed, only the man has learned about the level on Yahoo! Answers. He proceeds to straighten all the pictures in the house, along with the spine of an elderly man.

“It comes from the point of view of our customers,” said Allen Olivo, Yahoo!’s vp, global brand marketing. “From a Yahoo! perspective, the Internet is what people can do with the Internet.”

Spending on the campaign is undisclosed, but Yahoo! executives said 60 percent would be online, including impressions run throughout the Yahoo! network.

Slated to run through the summer, the push will feature two of Yahoo!’s newest products, social Q&A service Answers and mobile search application OneSearch.

A main focus of the campaign is 18- to 25-year-olds, a demographic Yahoo! claims to remain strong in but which is often more associated with newer properties like MySpace and Facebook.

Yahoo!’s campaign Web site,, lets users view, comment and remix the ads.

The “Better” campaign echoes the themes in the company’s branding effort last summer, when it showed how life situations go smoother when people use Yahoo!.