Out to Launch

by , Nov 19, 2003, 12:00 AM
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Expedia goes Surfing. Verizon has "Big News." Remington gets racy for its Trim and Shape Bikini Trimmer. Welcome to highlights of ad campaigns launched this week.

NFL Network is airing TV spots in support of the network's recent launch. The ads, designed by Weiden Kennedy, will run during games on CBS and DirecTV Sunday Ticket telecasts, as well as on Jumbotrons in stadiums, and on NFL Network. Two campaigns are running; the first entitled "Being Rich," shows NFL Total Access host Rich Eisen doing various things with current NFL players, referees and cheerleaders, things that only someone with exclusive access can do. In one spot, Eisen is seen in a whirlpool tub in the Washington Redskins locker room. Rich is wearing his suit, reading a newspaper in the tub, all while Chris Samuels, a Washington Redskins player, is in the tub next to him. Another spot has Rich as the judge of the Raiderettes Cheerleader tryouts. All the spots end with the tagline "Being Rich Doesn't Suck." The second campaign "Millions of Fans," shows a diverse group of people who consider themselves NFL fans, and these individuals tell stories about their memorable NFL moments featuring their favorite team. The spots end with the tagline: "Millions of fans. 32 Teams. One Network."

Remington added a hair of guerilla marketing to their media mix to promote its Trim & Shape Bikini Trimmer. Hammerhead Advertising created 20,000 "Trim & Win" scratch off cards - with the promotion code located in the bikini area - to drive consumers to Remington's microsite to enter to win a free trimmer. Cards were handed out to commuters in New York on Nov. 12. At the site, women can also enter a contest to win a trip for 4 to Aruba. BLINK-FM is promoting the Aruba trip for the campaign, with radio ads running until Nov. 28. Edgy print ads will run in December issues of Cosmopolitan, Marie Claire, Jane and Fitness magazines. The print component was created by Grey Worldwide.



A young, urban couple is planning their vacation on Expedia.com in the travel website's latest campaign. Entitled "Surf Lessons," the boyfriend comes across a "Hawaiian Surfing Lessons" link while booking their vacation. His girlfriend seems excited and exclaims: "Oohh... I've always wanted to try that!" In a series of flash-forward sequences, he envisions his girlfriend lying on a surfboard while a well-muscled surf instructor tutors her in paddle movement, and showers her with compliments. He returns to Expedia.com, finds a better activity option, and suggests: "Why don't we go horseback riding instead?" The ads were created by Deutsch LA, and began airing on network and national cable TV last week.

Verizon launched a TV spot this week to increase awareness of verizon.com among existing Verizon clients. The :30 TV spot, entitled "Big News," features James Earl Jones interacting with a variety of oversized props to convey the "bigness" of the news that people seeking ease and convenience can find what they need by logging on to verizon.com. The spot carries Verizon's tagline, "Make progress every day." Draft, New York created the ad.

Two by Four has produced a TV spot featuring a line of Professional Bull Rider jeans and shirts by Wrangler. The 30-second spot, entitled "Running Interference" will run this month on NBC during the PBR Built Ford Tough World Finals and on the Outdoor Life Network during the PBR Mohegan Sun Invitational. The spot shows "Jenkins" wearing a Wrangler PBR shirt and jeans. Jenkins finds himself in precarious situations and in need of aid from rodeo clowns. Three situations play out - an upset wife wondering why he hasn't taken out the trash, a hostile foreman angrily inquiring why the construction job is off schedule and finally a "bully" police officer stopping him for speeding. As each confrontation unfolds, viewers realize the bullfighters are running interference for Jenkins to escape from the "bull." The spot ends with the tagline "PBR Jeans & Shirts from Wrangler. We've got your back."

Newspaper National Network has launched a campaign designed to build awareness for NNN and to encourage advertisers and their agencies to redirect media dollars from TV or magazines, to newspapers. The first ads from the campaign ran in Advertising Age, Adweek, Adcrafter, Editor & Publisher, SRDS, Automotive News and Medical Marketing & Media the week of Oct. 13th. Della Femina Rothschild Jeary and Partners created the campaign.

DVC eXperiential Marketing has partnered with Campbell's Select to create the "Campbell's Select Soup Sanctuary," an 18-city, 24-mall soup sampling experience. Two freestanding soup sanctuaries are furnished with high tables and couches, providing shoppers with a destination to take a break and try some soup. The tour, which ends in December, includes product signage, video footage and brand ambassadors at the "sanctuary." To involve mall retailers in this experience, visitors will be offered a coupon which can be used at participating Bed Bath & Beyond stores.

In website launches this week:

washingtonpost.com has begun a redesign, giving the site's homepage a new look, improving navigation and search, and adding a new arts section. The most significant changes affect the site's navigation and its arts and entertainment coverage. The homepage and most pages throughout the site now feature a simple and more prominent search function. The site has also revamped its entertainment offerings, creating a new section with national and local cultural coverage and improving the locally focused Entertainment Guide.

Optiem LLC has launched a website for Max & Erma's Restaurants. The website's graphic look and feel reflect the fun, whimsical atmosphere of the Max & Erma's dining experience with a "Welcome to Max & Ermaville" message. The site also features new functionality such as a short video history on the 1972 founding of Max & Erma's in Columbus, and 360 degree views of one of their newest locations. Visitors can also sign up to receive regular "Max & Ermail" updates on local happenings and special offers for preferred customers.


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