Spike TV has signed a deal with Major League Eating to air four competitive-eating events this year, starting with "MLE: St. Patrick's Day Chowdown" on March 17. The inaugural event will take place in Savannah, Ga., and will involve traditional Irish fare, like corned beef and cabbage and beef tongue in the preliminaries before going on to green donuts in the final round. Spike will air same-day tape of the event from 7-8 p.m. "Guys are hungry for new and exciting sports on television that satisfy their craving for gut-busting action," says Spike TV general manager Kevin Kay …

The ad industry's self-regulatory unit has asked for modifications in a number of TV commercials directed at kids. In one case of a radio-controlled toy from Jakks Pacific, the Children's Advertising Review Unit of the Council of Better Business Bureaus, says the spot does not depict adult supervision and violates its guidelines for showing boys playing with the toy at "fast speeds" over various terrain and in the air. Jakks has agreed to pull the spot and never use it again. In another case involving Mattel's ad for a doll, CARU said the spot does not "accurately reflect …

Suicide prevention groups are upset with yet another auto maker, and this time it's VW. At least five mental-health organizations are demanding the company drop a new TV spot featuring a distraught guy on a ledge -- who decides not to jump after he hears there are three VW vehicles available for under $17,000. But VW has no plans to pull it: "We see no reason to stop at this point," says Keith Price, a VW spokesman. "We are willing to continue the discussion. But controversy is not something VW had shied away from in its marketing." The …

Weight Watchers has signed on Pile and Co. to lead a review of its $70 million ad account. Young & Rubicam in New York currently has the business, awarded three years ago -- also in a Pile-led review. BrandBuzz is expected to defend on Y&R's behalf, according to insiders, and Pile confirms it has been hired to manage the competition. However, it refers other questions to the client. Last time out, in 2004, the search came down to Y&R and TBWAChiatDay in New York, while the incumbent, independent Seiden Group in New York, did not …

When A&E forked over $2.55 million per episode for the off-network rights to "The Sopranos," it was widely perceived as a huge risk for a channel known as the home of "Biography" and "Columbo" reruns. That was two years ago, and back then an edgy drama like " Sopranos" just didn't seem to fit its identity. However, A&E has since been remaking itself as a place for hard-boiled reality shows and drama reruns so when "Sopranos" finally arrived, it seemed a good fit. And the ratings agree. While it fell by half after a big opening week, …

Johnson & Johnson is moving into a new genre of drug advertising, rolling out a documentary film about inflammatory diseases. But some health experts say the company may be blurring the lines between patient education and self-interest. The effort, set to debut in New York this month, comes amid complaints that direct-to-consumer TV ads play down side effects of drugs and drive up costs. The 60-minute film, dubbed "Innerstate," chronicles the lives of three people dealing with psoriasis, rheumatoid arthritis and Crohn's disease -- and all find relief through costly drugs like Johnson & Johnson's Remicade. Michael Parks, …

Chrysler's Jeep unit is looking for ideas from Omnicom Group agencies beyond lead shop BBDO in Detroit. "We want to keep this brand as cherished as it is," says Jason Vines, vice president of communications at Chrysler Group. "It is probably one of, if not the best brand, in the business, and we don't want to become complacent." He adds the company is looking for ways to better reach an "expanding customer base" of younger buyers. Omnicom ad agencies that could be in line for a taste include Energy BBDO in Chicago, Goodby, Silverstein & Partners in San …

Clear Channel Outdoor has raised the ire of a right-wing fringe group after it refused to display one of their ads promoting a conference on sexuality. Focus on the Family is upset with the billboard company's decision to reject ads for its international "Love Won Out" conference in Phoenix, Ariz. Copy for the ad read: "I questioned homosexuality: Change is Possible, Discover How." Melissa Fryrear, gender issues director at Focus on the Family, says the organization's lawyers had not received an explanation for the decision. But a Clear Channel Outdoors rep says "our local managers review …

J.C. Penney Co. has launched a new marketing campaign that mixes the mid-tier department store's name-brand merchandise with celebrities, including singer Jewel and actress Andie MacDowell. The new effort, with the tagline "Every Day Matters," builds on the retailer's attempt to convince shoppers that it has become a stylish outfit stocked with fashionable merchandise. "We're bringing a fresh new look to our customers," says Chris Madden, who designs home goods for the retailer. The ads, which will focus on selling an "experience" rather than just merchandise, will premiere during the Academy Awards broadcast. "It's the Super …

Along with the Dixie Chicks, Chevrolet and L'Oreal came out big winners at Sunday night's Grammy awards, since the two marketers sponsored the most-watched Grammy Awards in several years, drawing a 12.1 rating and a 19 share, according to Nielsen Media Research. That audience number is up from 2006 and 2005 but below 2004, when Outkast and Coldplay took top honors and drew 26 million viewers. The move to Sunday from Wednesday also helped. The 2006 Grammy show had to battle "American Idol" and ended up with its lowest viewership ever. Chevy ran a spot that …