Fidelity Investments is rolling out a new ad campaign to replace a series featuring former Beatle Paul McCartney. The new effort, produced by Arnold Worldwide and directed by Joe Pytka, goes for a more direct approach, using humor to show exchanges people have about investing and retirement planning. "The McCartney ads are no longer in rotation. This is our new ad campaign," says a spokeswoman. It will comprise TV, online and print ads and will three 30-second TV spots that debut on Fox's "American Idol" and ABC's "Lost." McCartney signed with Fidelity in 2005 because, the firm …

If one congressman gets his way, some educational children's programming would not count toward a station's weekly minimum, while fast food and snack ads would be barred from kids shows. Those ideas come from House Telecommunications Subcommittee Chairman Ed Markey and were directed to FCC Chairman Kevin Martin and commissioners Deborah Tate and Michael Copps. While he praises some voluntary steps, the Massachusetts Democrat says he doesn't believe a few PSAs promoting exercise and nutrition are enough. Markey says the FCC has the authority and an "affirmative obligation" to "examine whether placing limitations on certain food advertising to children …

David Mamet directed a pair of Ford commercials that hit the airwaves this week and pit Ford's Edge crossover against the BMW X5 and the Lexus RX350. The spots, "Quieter than a Lexus" and "Quicker than a BMW," are the playwright and filmmaker's first commercials. One shows the Edge outscoring the Lexus in a quietness test, while the other has it beating the BMW in form zero to 60 mph. Both carry the tagline "Spirit of a sports car, versatility of an SUV. The all-new Edge." Mamet has written some big movie hits, including "The Untouchables" …

Execs at Time Warner are considering a substantial reduction in the company's extensive cable-TV holdings. It's been part of the company for decades and the single biggest contributor to the bottom line, but as online viewing grows, the future for cable grows unsure. Some within Time Warner are thinking they might jettison cable and put more resources into the Web. But insiders say a total exit is unlikely. More probable is that the company will gradually reduce its 84% stake in Time Warner Cable. The risk: getting rid of a big chunk of its cable holdings would transform …

A Senate committee chairman says Sirius has "a steep hill to climb" to prove its proposed takeover of XM Satellite Radio won't hurt competition in the market. "Given the public interest in promoting competition and maximizing a diversity of media outlets, we should be skeptical of claims that new technologies necessarily 'change the equation' and provide competition sufficient to restrain monopoly power," says Daniel Inouye, a Hawaii Democrat who runs the Commerce, Science and Transportation Committee. He expressed his doubts in response to an argument posited by Sirius chief Mel Kramazin that the merger could benefit consumers by letting …

"Countdown" anchor Keith Olbermann will be back in the sports world soon, adding the job of co-host of NBC's "Football Night in America" this fall. He joins co-host Bob Costas, along with analysts Tiki Barber, Jerome Bettis and Cris Collinsworth. The shown runs before the net's Sunday Night NFL telecasts. But he isn't leaving MSNBC anytime soon, recently signing a multiyear pact to continue running "Countdown." NCB Sports chief Dick Ebersol says Olbermann was in the midst of negotiations when NBC Universal head Jeff Zucker asked if he would like Olbermann to become a part of NBC Sports …

The Federal Trade Commission is about to hit a wide range of food and beverage companies with compulsory requests for information about their policies on advertising to kids. Formal notice of the orders should come this week, with individual company requests likely in the summer. "We hope to get a more complete picture of marketing techniques for which publicly available data haz so far been lacking," says FTC Chairman Deborah Platt Majoras. This effort is exploring not only traditional TV, print and radio advertising, but will provide an analysis of all of the many other ways that the industry …

The first national ad campaign for Graceland, home of the late Elvis Presley, has rolled out as part of an effort to boost visitation this summer. New TV spots and a Web site will feature the tagline "Discover your Inner Elvis" in a promotion that commemorates the 30th anniversary of the King's passing. "We consider it our responsibility to share the legacy of Elvis with visitors," says Paul Jankowski, chief marketing officer of Elvis Presley Enterprises. Tourist spending at Graceland was up 12.1%, to $13 million last year, with many ponying up for VIP tickets that let them cut …

Kraft Foods has yanked about $200 million worth of its business from longtime agency JWT, with roughly $165 million of it going into review. Creative duties on its $40 million Lunchables account will go to Interpublic's DraftFCB, while other brands like Oscar Mayer meats, Grey Poupon mustard, Kraft Singles and Triscuits are available. Kraft has recently been moving its accounts away from JWT over the past few months, with DDB in Chicago snaring the $20 million Miracle Whip account in March. JWT will keep at least some scraps, and agency chief Bob Jeffrey says it will handle them …

In a possible harbinger of things to come here, 15 of Canada's biggest food and beverage companies will devote at least half of ads directed to children under 12 to healthy food choices and promoting a more active life. The industry will also sponsor PSAs under the tag "Long Live Kids." "They'd live longer if 100% of that advertising budget aimed at the under 12 went to promote healthy food choices and lots of exercise ..." writes Philip Stone. He notes that other countries are also moving along the same lines, with Chile barring children from promoting unhealthy …