Yahoo!’s New Tune: It’s A ‘Life Engine’

In its first overarching brand campaign in more than two years, Yahoo! touts its “multidimensional nature” by showing how real people use the ISP to search, shop, send e-mail or listen to music.

The four spots, which break this week on cable, represent the first work for Yahoo! from WPP Group’s Soho Square.

“We want to continue to intensify Yahoo!’s relationship with its users and communicate that it has lots of things to enhance their lives,” said Cammie Dunaway, who joined Yahoo! as chief marketing officer last June after 13 years at Frito-Lay.

The new tagline is “Life engine,” which replaces “Do you Yahoo?!”

In one spot, a split screen separates a fire-eater who says she buys her equipment via Yahoo! and a chef who talks about searching for chilis using Yahoo!. Another ad juxtaposes the Grateful Dead’s Mickey Hart and Jurassic 5’s Chali 2na, who both log on to find and hear music. Spellbound’s Jeffrey Blitz directed.

The longtime incumbent, Havas’ Black Rocket Euro RSCG, lost the account in August after a review.

Yahoo!, which declined to reveal spending for the yearlong campaign, logged about $40 million in measured media last year, according to TNS Media Intelligence/CMR.

WPP’s Brand Integration Group, OgilvyOne and 141 handle Yahoo!’s branding, interactive and promotions, respectively.