• by Amy Corr , Staff Writer @MediaPostOTL, October 22, 2003

Domaine Ste. Michelle gets ready for the holiday season. Forbes.com launches "The Best Way To Reach Big Business" campaign. LaSalle Bank rebrands. Welcome to highlights of ad campaigns launched this week.

Jose Cuervo International has launched its first-ever Spanish-language campaign in the United States for Jose Cuervo Especial. The print and radio executions were created by Dieste Harmel & Partners and retain the playful tone of the brand's "Vive Cuervo" campaign, developed by Arnell Group. The ads communicate the brand's mischievous and liberating spirit with emotion and empathy to first generation Mexican-Americans. Four new print ads have been created, and the first two executions, "Independencia" and "Frontera," will begin appearing in the November publications of People en Español, Maxim en Español, Latina, Open your Eyes and Motor Trend en Español. The other two executions will launch in 2004. "Frontera" challenges consumers to cross borders - literally and culturally. The headline, "Dare to Cross Borders," resonates with the newest Mexican-American consumers because of their sometimes daring decision to come to America, and underscores how Cuervo's liberating spirit can make anything possible. "Margarita y Paloma" plays off two of the most popular Mexican tequila cocktails and two women's names: the Margarita, a drink born in Mexico and now enjoyed the world over, and the Paloma, a popular Mexican cocktail of tequila and grapefruit flavored soda. Additionally, five Spanish-language radio executions will begin airing this fall in key California markets including Los Angeles, San Diego, San Francisco, Fresno and Bakersfield.

Cramer-Krasselt has created a rebranding campaign for LaSalle Bank that acknowledges the effort behind every dollar the bank's customers earn. The TV, print and outdoor campaign pays homage to the people who work from "The Bank That Works." The five television spots take a humorous look at the trials and tribulations of earning a living. Each one begins with a person conducting a common banking transaction such as using an ATM. A small directional arrow on the screen shuttles the tableau backward in time like a rewinding video, to show the challenges of the workday preceeding the banking experience. In "Teacher," a schoolteacher gradually loses her cool as she copes with the relentless antics of an obnoxious child. In another spot a vet wrangles one unruly critter after another. The TV spots broke Oct. 12, with print and outdoor launching later in the month.

Alias Systems, a Silicon Graphics company, has launched a branding campaign and an integrated advertising campaign for its flagship product, Maya. The campaign will highlight the software by showcasing the award-winning work of Maya customers across various vertical markets, including film, games, architecture, broadcast and fine arts. The campaign will consist of print and online components. The first ad showcases the award-winning work of the short film by Sony Picture Imageworks entitled "The Chubb Chubbs." The ads will be running in more than 30 magazines around the world, including: Computer Graphics World, Post Magazine, MacWorld UK, 3DWorld, Creative Review, Animation Magazine, and Digit. Bates, Canada created the campaign.

In an effort to get a jumpstart on the holiday season, Domaine Ste. Michelle has launched a series of poster-style print advertisements to take advantage of the sparkling wine push in Q4. The ad will appear in the November issue of Cooking Light magazine, and illustrates a whimsical scene between a couple in which the man and woman are shown in a sea of sparkling wine bubbles. While enjoying a glass of Domaine Ste. Michelle, the woman is resting atop an oversized bubble in which she gleefully trapped the man. The ad will run in consumer and trade publications, primarily targeting adults 35-54. Magazines include Gourmet, Martha Stewart Living, Real Simple and Wine Spectator. The ad will also be used in point of sale materials at wine shops and retail outlets. DDB, Seattle created the ad.

Forbes.com has debuted an ad campaign entitled, "The Best Way To Reach Big Business." This campaign compares the value of online advertising - specifically on Forbes.com - with advertising in traditional news media, such as The Wall Street Journal. The campaign is part of an ongoing effort to educate the ad community about the value of advertising on Forbes.com and on the Web in general. The campaign kicked off with a three-page gatefold in the October 13 issue of Advertising Age, and ads will run online on AdAge.com and Adweek.com. Spread versions of the ad will also appear in the ANA Journal, Adweek, Brandweek and Mediaweek. The campaign is the beginning of an ongoing effort that will continue into early 2004.

The Advertising Council has partnered with the U.S. Environmental Protection Agency to launch of a series of PSAs designed to inform parents of children with asthma that serious attacks can be prevented and how to avoid them. Although there is no known cure for asthma, there are many ways to reduce the number of attacks. Created pro bono by the Kaplan Thaler Group, the TV, radio, newspaper and outdoor PSAs highlight sources of specific triggers of asthma attacks that most parents would never imagine. The PSAs encourage parents of asthmatic children to call 1-866-NOATTACKS for further information on preventing asthma attacks.

Cable provider Adelphia Communications has launched a national campaign to promote their new packaging and pricing structure to their customers. Entitled "The New Vision of Cable," the campaign consists of 7 TV commercials, radio, newspaper, and outdoor ads. The campaign debuted in Adelphia systems in October, and is the largest effort in the company's history. The campaign was developed by Giant Ideas.

In website launches this week:

FusedOnline.com is an independent multimedia Internet-driven magazine. The webzine, incubated in a New Media writing course at Florida International University, has become a popular visit for students, faculty and the Miami community. FusedOnline.com captures the edgy and youthful spirit of South Florida's diverse multicultural experience, making it a unique stop for both national and international readers.

 

CMP Media's TechWeb Network has launched SecurityPipeline.com, a site targeting IT professionals, managers, and executives interested in information in the area of computer security technology. SecurityPipeline.com provides visitors with access to information that keeps IT professionals on top of fast-changing security technology. The site delivers breaking news, security alerts, reviews, product announcements, in-depth product research tools, and expert advice, as well as a weekly newsletter.