Out to Launch

Every week new ad campaigns and websites are launched, and it’s hard to keep up with them all. This week Mr. Rogers is planning to address the events of 9-11 in five new PSAs, big name retailers are set to debut innovative fall advertising efforts, and Zenith Electronics Corp. announced details of a $30 million campaign to promote its new HDTV. Here are the details.

In five new public service messages that will air on PBS stations nationwide, Fred Rogers, the long-time star of Mr. Rogers' Neighborhood, will address the events of Sept. 11 and offer ways in which parents can explain the first anniversary of the attacks to their kids. The PSAs are from Family Communications, Inc., the Pittsburgh-based nonprofit company founded by Rogers. PBS stations nationwide also will air “ZOOM: America's Kids Remember,” a half-hour program targeted to both parents and kids in which kids discuss such issues as coping with loss, feeling helpless and respecting differences.

DURACELL announced the debut of "Trusted Everywhere," a campaign for its world-renowned alkaline battery. The campaign will run on a variety of popular primetime programs, including the season premieres of The West Wing and Will & Grace, as well as on daytime and syndicated programming. The campaign was developed by The Acme Idea Company of Norwalk, Conn., and represents a significant departure from the brand's historical performance-based communications stance to a more emotional platform.

Mercedes-Benz USA will soon launch a campaign for its 2003 E-Class sedan. Three national ads, including both print and outdoor via Merkley Newman Harty Partners, New York, continues MBUSA's "Unlike any other" theme. Three 60- and 30- second TV spots break this month on local primetime and national cable during shows like Friends, NYPD Blue and Good Morning Miami. In October, print ads will be featured in newspapers and magazines along with radio and outdoor.

Diageo's Crown Royal Canadian Whiskey will roll out a new campaign in October per Grey Global Group's Mediacom Worldwide. The TV campaign, which will run through early 2003, will include TNN, the first of Viacom's MTV Networks to accept ads for distilled spirits. In addition to TNN, the Crown Royal campaign will air on networks including Bravo, Outdoor Life, Court TV, Oxygen and USA Networks.

Retailer Eddie Bauer is launching a $12 million dollar integrated campaign that re-emphasizes the company's outdoor heritage. Featuring gorgeous American landscapes, the multi-faceted campaign is an effort to establish the company's authority as a dominant player in outdoor-inspired apparel. Created by Mullen of Wenham, Mass., the American Landscape campaign includes national magazine, newspaper, radio, outdoor billboards and in-store executions. The eleven cities scheduled to participate in the effort are Seattle, Portland, Boston, Washington, D.C., Chicago, New York, San Francisco, Minneapolis, Kansas City, MO, Salt Lake City, and Denver.

Joining Bauer, retailer Aeropostale will launch its first advertising campaign with a two-and-a-half-minute short film on Viacom's MTV. Called Backseat, the film is part of an estimated $8 million deal with MTV. Thirty-second teasers started on Sept. 4 and the short film, designed to be reminiscent of a music video or independent film, airs Sept. 17 during the premier of The Real World, Las Vegas. The first and only indication that the film is a commercial message will come at the end when the Aeropostale logo flashes on the screen. Aeropostale decided to abstain from print and TV in favor of a non-traditional approach because the company didn't want to preach or “do anything in a commercial box," according to David Lipman, chairman, Lipman, N.Y., Aeropostale's ad agency.

Limited's Victoria's Secret will bring a broadcast of its fashion show to network TV this fall that will include musical performances, interviews, model profiles and behind-the-scenes peeks into the models' dressing rooms.. The so-called fashion show will be broadcast on Viacom's CBS Nov. 20 during the network "sweeps week" period and will star models Tyra Banks, Heidi Klum, and Gisele Bundchen strolling down the runway in the specialty retailer's latest fashions. CBS picked up the program this summer after Walt Disney Co.'s ABC declined.

Directed by highly acclaimed Carlton Chase, Deutsch NY's first television work for Westin Hotel & Resorts launched as part of a new, multi-million dollar integrated global advertising campaign. A black and white film captures elegant shots of Westin's amenities of "Modern Luxury." One of four 15- second spots features a guest indulging in the comfort of Westin's signature all-white luxuriously layered Heavenly Bed. With Ulysses in hand, he comfortably falls asleep in "the bed that won't let you get past page two." The first two television ads debuted on September 3rd and will run on national cable, including CNN, CNBC, MSNBC, A&E, Fox News and The Weather Channel. The second two spots will break in late October.

Zenith Electronics Corp. has launched a new TV campaign promoting its 60-inch plasma high-definition TV. A new movie trailer-style spot, in both 15- and 30-second versions, is loaded with digital special effects and animation. In the commercial, a family taking an intergalactic voyage in a spaceship sits transfixed as it watches huge aliens and killer monsters on Zenith's crisp-looking 60-inch screen. The father says, "I told you this thing was awesome," referring to the HDTV. The spot ends with the tagline: "Digitize the Experience." The $30 million campaign, created by Interpublic Group of Cos.' Avrett Free & Ginsberg, New York, is the company’s "largest national advertising presence in decades." The spots will run on broadcast networks, while print ads will appear in consumer lifestyle and entertainment publications, including Time Inc.'s Time, Entertainment Weekly, Money and Sports Illustrated. The effort also includes a significant Internet component: Consumers can go to Zenith's website, and enter their ZIP code to access a listing of all the HDTV programming available in their area.

-- This newsletter is compiled weekly by MediaPost staff writer Lindsey Fadner. Past issues are archived at the MediaPost website. Your comments, questions and submissions are always welcome and appreciated.

Recommend (3) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
  • NEW! L.L Bean's Back-To-School Campaign Illustrates Brand's Backpack Durability

    I had an L.L. Bean backpack back in the day, and it lasted for an eternity. The brand launched a back-to-school campaign highlighting just how durable the company's backpacks can be, because kids will undoubtedly put their backpacks through the ringer. In the ad, kids use their backpacks as bases ...
  • NEW! Merrick Backcountry Dog Food Tested And Approved By Wolves

    Merrick Backcountry, dubbed an "ancestral" dog food line from Merrick Pet Care, launched an online video where the pet food was tested -- but not by dogs. No, the brand went a step further and performed a taste test using dog's ancestors, wolves, as subjects. The taste test took place ...
  • NEW! Johnsonville Sausage Launches 'The Ballad Of Bratsgiving' Ballad

    Every day is a holiday, and Aug. 16 is National Bratwurst Day, or "Bratsgiving." To celebrate, Johnsonville sausage launched a music video and Bratwurst song, "The Ballad of Bratsgiving." The video is two minutes of cheesy sausage lyrics, positioned like those Time Life Music ads of yesteryear, encouraging folks to ...
  • NEW! Natural Beauty On Display In Latest Carl's Jr. Ad

    Natural curves are on display in the latest Carl's Jr. and Hardee's ad, promoting its Mushroom & Swiss All-Natural Burger. The ad budget was minimal; rather than spending dough on models like Charlotte McKinney, Kate Upton and Kim Kardashian, it's mushrooms that receive VIP treatment. "Natural Beauties" shows off a ...
  • NEW! Forget The Mars Rover, Oscar Mayer Debuts Wiener Rover

    To celebrate National Hot Dog Day, Oscar Mayer introduced a new vehicle to its Wienermobile fleet. The Wiener Rover is an all-terrain hot dog on heavy-duty wheels that carries hot dogs to hungry fans across the country. Take that, Mars Rover. I wonder when the Wiener Rover will be available ...
  • NEW! Winner Of Apartments.com Contest Gets Free Rent For Life

    Apartments.com launched a contest on its website in which the finalists -- 12 in all -- will compete to receive free rent for life. Only one winner for that. Contestants must write a review of their apartment on the company's website to enter.  Supporting the campaign is a TV campaign ...
  • David Wiesner Launches Wordless Book App, 'Spot'

    Random iPhone App of the week: David Wiesner teamed up with Houghton Mifflin Harcourt to create a wordless children's book app that takes kids on a world-within-a-world fantasy adventure. "Spot" uses animation, atmospheric sounds and interactive elements to create an Inception-esque experience for  four- to eight-year-olds that's never the same ...
  • Gun Control Group's Ad Denounces Kroger's Gun Policy

    Moms Demand Action for Gun Sense in America launched "Not Allowed," an ad that illustrates what consumers can and cannot bring into a Kroger's store. Viewers watch customers grocery shopping. Management tells a woman with a pet that dogs aren't allowed in-store, and a kid playing with a squirt gun ...
  • Moms Tackle Obstacle Course Created By Ziploc

    Ziploc celebrates tough mothers everywhere with a unique obstacle course that tests the strength of both moms and new products with easy-open tabs. Moms must navigate under couches, cook meals and open snacks for hungry children. Using easy-open tabs, moms can save the day even in sticky, greasy situations. The ...
  • Boost Mobile's 'Come To Data' Celebrates People Attached To Smartphones

    Lately, brands have been encouraging people to walk away from their smartphones and interact with friends and family in person. Boost Mobile has done the opposite in its latest campaign. It celebrates those tethered to their smartphones 24/7. In "Come to Data," we see people in situations that are not ...
>> Out to Launch Archives