Out to Launch

Supercuts gets a new look. A movie poster becomes an ad for Tanqueray. The FBI chooses The New York Times. Those are just a few of the campaigns launched this week. Read on for more details.

Supercuts is getting a new do, so to speak. The company has three new TV spots airing in local spot markets, created by Element 79. The ads are targeting men aged 25 to 35, and the theme of the campaign is "We know how it is." One ad, entitled "Mind Readers," shows a group of stylists that can finish the sentences of their customers as they get ready to describe the type of haircut they wish to receive. The ad ends with the customers making remarks like, "Oh yeah, I am so hot." Another ad identifies men in a stereotypical fashion, such as "Never Asks for Directions," "Always Leaves the Seat Up" and "Never Listens to Women."

The Federal Bureau of Investigation (FBI) has selected The New York Times to run their advertising campaign to accelerate the FBI's recruitment of job applicants in the Arab, Hispanic, African American and Asian communities. Four insertions are planned. The first insertion appeared in April, in The Times' "Money & Business" section under the banner "Great Places To Work" - a dedicated advertising environment created by The Times to showcase challenging and rewarding job opportunities in public and private organizations across the nation. The last insertion will run in September. Bernard Hodes, the FBI's agency, designed the ads.



It's an ad within an ad. Tanqueray will be smack dab in the middle of a movie poster for "Down With Love," a film starring Renee Zellweger and Ewan McGregor, in a unique creative combining advertising and product placement. The ad will not appear in movie theaters, although there are some screenings being done in major markets in conjunction with Premiere magazine that the poster may appear in. The ad will be running in Vanity Fair and W magazines, and 20th Century Fox is doing a sweepstakes in The New York Times. The movie opens May 16. J. Walter Thompson created the ad.

Take me out to the ballgame. Or at least buy me a new bat. Nike is launching a new baseball bat, called the Nike MX5. The MX5 combines Rifle Barrel Technology (RBT) and high-performance alloy, and in designing the bat, Nike drew on insight and feedback from baseball players and experts in scientific fields. The MX5 bat debuted at the University of Miami game on April 18. The bat will be available this summer across the country. To support the launch, Nike will run print ads in the June issues of Baseball America, Student Sports, ESPN Magazine, and Sporting News magazines, created by Wieden & Kennedy.

Get on the bus. Hadley Media, an agency that designs promotions targeting college students, is wrapping a mobile marketing bus for and Nestle called 'Java and Jobs'. The tour is a 27-campus initiative with the mobile bus visiting 6 major campuses. The tour is promoting and allowing students to sample a blend of Taster's Choice and Coffee Mate. To support the tour, both companies have also included a contest to drive traffic to their websites. Monster is offering a cash prize of $5,000 at and Nestle is offering free rent for a year at The tour consisted of a 34-foot RV completely wrapped in graphics, a 20-foot inflatable trump (the monster mascot for and giveaways such as t-shirts, mouse pads, hats and pens.

La Agencia de Orcí & Asociados has launched a Spanish-language advertising campaign for Verizon this week in the DC metro area. The campaign will announce that Verizon's long distance service is now available in Washington DC, Maryland and Virginia. It will also introduce Verizon's International Choice Plan (ICP) to the area. The campaign consists of three TV spots; one :30 spot, titled "Llego," is designed to build awareness, while the other two :60 spots, "Chairs" and "Titles," are direct response ads. The campaign also includes two :60 radio spots, and the ads will run over a five-week period on Spanish-language media in DC metro area. The campaign incorporates Verizon's "Progress" theme, "Sueña, crea, avanza. Es possible," to inspire Latino customers to "dream, create and advance."

The Advertising Council and the American Stroke Association, have launched a national public service advertising (PSA) campaign designed to educate the public about the importance of early response to stroke symptoms. Directed by actor James Woods, the new television PSAs feature celebrities including Sharon Stone, Penny Marshall, Don Rickles, Patrick Dempsey and Michael Clarke Duncan. The PSAs will air in May, which is American Stroke Month. The new PSAs aim to raise awareness of the warning signs of stroke and the importance of seeking immediate medical attention. Created pro bono by Carmichael Lynch, the campaign will also include radio and Internet advertising.

This week's website launches include:

California based Vanguard University has redesigned their website. Designed by JUXT Interactive the resdesigned site serves as a marketing and communication tool, keeping students, parents, alumni, and supporters of Vanguard up to date on university events, academic information, athletic results, and special programs. Future phases will facilitate admission processes and financial aid.

Temerlin McClain's Interactive Group debuted a new online campaign for Planet Cancer. The company is a non-profit organization supporting young adults ages 18 to 35 with cancer. The campaign is aimed at increasing awareness for the online support network for an oftentimes-overlooked group dealing with cancer. The website encourages life-affirming laughter by taking an honest and irreverence approach to cancer, and the response has been extremely positive.

Semaphore Partners has re-launched as part of a $40 million re-branding effort for GM's Goodwrench brand. The new enables consumers to easily find vehicle information and store locations for over 7,000 Goodwrench outlets nationwide. The site includes extensive content and tools, such as vehicle maintenance tips, special offers, service reminders, how-to videos and maps, as well as driving directions to GM Goodwrench dealers. The Owner's Center streamlines the maintenance process by enabling owners to personally track the service and maintenance performed on their vehicles.

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