Wal-Mart's holiday campaign -- "Save money. Live better." -- focuses as much on the spirit of the holidays as on low prices. Its goal is to promote low prices as a means rather than an end -- less Scrooge and more Tiny Tim. In one commercial, the question, "What will you do with your savings?" is answered by showing a grinning boy riding a bicycle with a big red gift bow atop the handlebars, for example. Launching today, the campaign hopes to persuade budget-minded consumers that "the more you save, the more Christmas you can give," says Stephen Quinn, CMO …

Thanks to two innovative value-added incentives, Fox has sold more than 90% of its in-game Super Bowl inventory, sources say. The Super Bowl had become a hard sell over the past few years because of the pressure to produce high-quality creative commercials, on top of the hefty price (up to $2.7 million) per 30-second spot. A deal between Fox and MySpace (both News Corp. companies) will enable in-game Super Bowl advertisers to have their commercials placed on a special Super Bowl site on MySpace, where the advertisers can also add special video, such as extended movie trailers. The MySpace site …

The New York Road Runners Club -- which owns the NYC Marathon franchise -- has added six new sponsors this year including Toyota, which will push its eco-friendly Prius and Highlander hybrids. The male and female Marathon winners Sunday will each win a Prius. New sponsor Andalucia Tourism reflects marathon runners' travel impulses, says Ann Hinegardner, svp of business development and marketing strategy for New York Road Runners. Hugo Boss becomes the official business attire and fragrance for the event, suggesting the affluence of the runners -- with average household incomes of $130,000. Garmin joins the race to promote the …

Shush! The hatchback is back, but don't call it a hatchback. "If you say 'hatchback,' people tend to think of a yellow Pinto," says Art Battaglia, product manager for the Volvo C30, one of the latest vehicles in a new crop of hatchbacks from luxury manufacturers. Volvo calls the C30 a "coupe." And at Audi, the A3 is always referred to as a "sportback." According to a study by CNW Marketing Research, cars with traditional trunks are still the most popular body type among new car buyers, but hatches are generating significant interest. In the "near luxury" category, just over …

A blend of drama and advertising called a "subopera" will help to introduce bottled Frappucchino drinks to the Chinese market. A venture between Starbucks and PepsiCo financed and helped to produce "A Sunny Day," which will play exclusively on thousands of flat screens on Shanghai's subway cars and station platforms. The film features a girl who moves to the city to discover love, blogging and Starbucks. In some shots, the mermaid from the Starbucks logo gets as much face-time as the movie's big draw, Huang Xiao Ming, a pop star who is sometimes called China's Justin Timberlake. But "A Sunny …