Out to Launch

Every week new ad campaigns and websites are launched, and it’s hard to keep up with them all. This week Terry Tate is again tackling people in humorous situations, Life cereal launched a new campaign, and AARP has a new website to compliment its new magazine. Read more about these launches and others you may have missed in this week’s edition of “Out to Launch.”

Well, you read about Terry Tate last week, but he’s at it again: In the highly anticipated second installment of Reebok's Performance Vector advertising campaign, Reebok's fictitious "Terry Tate: Office Linebacker" tackles and berates a "streaker" for disrespectful behavior during an athletic event. This humorous spoof -- written and directed by 27-year-old filmmaker Rawson Marshall Thurber, the creator of the Terry Tate property, and produced by Arnell Group, New York and Hypnotic -- debuts tonight between 8:00 and 9:00p.m. on the FOX television network. Following its first airing, the ad will also be available on Reebok's website. During the first week after the Super Bowl, more than 1,200,000 "Terry's World" films were downloaded from The next 4-minute short film featuring "Terry Tate" is called "Draft Day" and will debut on shortly. Updates on Terry Tate will also be posted on the site.

A new pool of spots for Life Cereal, cut by The NOW Corporation's Owen Plotkin, captures spontaneous moments in a supermarket checkout line, a pre-school crafts session and in home kitchens. In each spot, youngsters live up to the tag line, "Life is full of surprises," while "I Only Have Eyes For You" plays in the background. In "Checkout," a toddler sitting on-line in a supermarket cart rejects the tempting snacks and candy around him to steal a box of Life cereal from the cart of the man behind. In another spot, a youngster eager for the toy airplane "Prize" in another brand of cereal dumps the contents on the kitchen table then reaches for the box of Cinnamon Life. Plotkin spent three weeks on the campaign, cutting on Avid systems in The NOW's New York offices and in Chicago for greater proximity to the busy agency team at Element 79, which provided the music.

In another breakfast push, George Weston Bakeries launched a new campaign this month supporting its Thomas’ line of baked goods. Four new spots from Bates Worldwide depict couples enjoying domestic downtime over breakfast, evoking feelings of love and warmth. This new campaign is the first to advertise the whole Thomas’ line of products, versus individual items, and the spots are tagged “It’s a Thomas’ Morning.” In a suburban-themed spot, a couple in their 40s enjoys a quiet morning together as sunlight streams through their large suburban home. In another spot, a city-dwelling couple in their mid-30s enjoys a similar slow breakfast together in their chic loft apartment, peering out of their window over the city street while enjoying their Thomas’ Bagels and Thomas’ Waffles. In a fast-paced world of breakfast bars and shakes eaten on-the-go, one goal of the campaign is to get people excited about having a real breakfast again.

And to wash down that Thomas’ breakfast, the Florida Department of Citrus launched a new campaign on January 27 on a handful of targeted websites. Dallas-based Click Here is responsible for the campaign which is designed to promote the health benefits of orange juice. The initiative will run through the end of February, and is aimed at generating interest of moms during the cold and flu season. The work includes Eyeblasters and standard ad placements. When clicked, the ads spawn a daughter window microsite. It features health facts, an interactive “Flu or False” quiz and breakfast recipes. The creative is an extension of recently developed print and outdoor work by The Richards Group and features vibrant stills and animated shorts of orange slices falling and splashing in juice. The ads will appear on Better Homes and Gardens (,,, and, as well as in diet, health and parenting editorial sections where moms spend time searching for tips and information.

Absolut Vodka has launched its first initiative designed to build brand awareness among Hispanic consumers. The national campaign, Absolut Ritmos (Absolut Rhythms), via JMD Communications, San Juan, will mix old-style Hispanic rhythms and popular Latino beats with contemporary techno and dance music. Absolut broke the campaign featuring print and radio ads, POP, on-premise, music promotions and special events last week in Miami. Absolut Ritmos will cover the South Florida region during the next two months and then expand to New York and other Hispanic markets in the spring.

A humorous new campaign is also reminding consumers where Champagne was invented in order to dissuade them from buying substitutes. The print campaign, which began two weeks ago, was created by Blue Worldwide in New York and was sponsored by the Office of Champagne USA in Washington (the American representative of a global organization known as the Comité Interprofessionel du Vin de Champagne). The goal of the $1.5 million campaign is to convince shoppers that just as they look for geographic designations when buying foods like cheese, fish and fruit, they ought to do the same when buying sparking wines. The campaign, "Champagne is from Champagne," presents question marks like, "Alaska salmon from Florida? Monterey Jack from Alaska? Washington apples from Nevada? Florida oranges from Maine? Gulf shrimp from Nebraska?" After all those doubtful victuals are displayed, the ads ask, "Champagne not from Champagne?" and provide an emphatic answer: "No way!" The campaign will run through November in issues of seven magazines: The Economist, The New Republic, The New Yorker, Saveur, Vanity Fair, The Weekly Standard and Wine Spectator.

Next week, ING DIRECT will introduce a $50 million campaign from Bartle Bogle Hegarty, as it tries to convince skittish stock market investors that its savings account would also make a fine investment option. ING Direct, a subsidiary of the Dutch financial services company ING, wants to add 500,000 customers this year, to the more than one million it has acquired since entering the United States market in September 2000. The campaign's two television commercials, which will have their debuts on Monday and on Feb. 17, combine film and animation, and retain the bouncing orange ball for which ING is known. The first spot shows a disheveled man roaming through his home while his animated money dances around the rooms. Fed up with the money's aimless activity, he sits down at his computer and signs up for the company's "orange" savings account. The second spot depicts money rushing out of a bank vault, through the streets of a city, to a car dealership, where its owner is considering the purchase of a vintage car.

Speaking of cars, the North American division of BMW and the Miami agency Crispin, Porter & Bogusky are gearing up for the second year of selling the Mini Cooper in the United States. A print, outdoor and online campaign, with a budget estimated at $10 million, began on Saturday. BMW North America and its agency are continuing many of the efforts that helped the Mini Cooper become successful, including the campaign theme, "Let's motor," which seeks to contrast "motoring" Mini style with the humdrum banality of merely "driving" other cars. At the same time, there are some new approaches blended in, to keep the buzz about the brand as close as possible to rookie-year levels. For instance, this year Mini U.S.A. is adding a program called "Make Owning Fun" on its website. The site also offers features like "Trick Your Own Mini," where visitors can play at customizing a car with items like flame decals, number badges and side skirts; a virtual tour of the Mini Cooper factory in Oxford, England; and a place to order Mini Gear like key rings, jackets and even customized Samsonite luggage. The message is conveyed in the initial round of billboards that went up last weekend, which will reappear as half-page ads in April issues of magazines like Blender, FHM and Sports Illustrated. Each depicts a Mini Cooper tricked up in the trappings of iconic cars from pop culture. For instance, a Mini is shown as the General Lee from "The Dukes of Hazzard," with the headline, "Let's jump in through the window." Another Mini is portrayed as the car from "Starsky and Hutch," with the headline "Let's go undercover.", home page for the world's business leaders, just announced its first advertising site takeover. On Monday, Feb. 10, Sun Microsystems, Inc. will advertise on all available windows, billboards and columns on for a four-hour period (9:00 a.m. PST to 1:00 p.m. PST). This is the first-ever advertising buy of its kind on The advertising promotes a special Web event, Sun's Network Computing launch, hosted by Sun CEO Scott McNealy and other Sun technologists. The event will take place via live streaming video on Feb. 10 at 9:30 a.m. PST. "We're very pleased that Sun selected to promote this key online event, especially in the takeover format - our first," said Jim Spanfeller, President and CEO of "Tune-in advertising has been around for a long time, but this is the first time that we know of that it's been targeted at senior business decision makers."

News in Motion, a division of Knight Ridder/Tribune Information Services (KRT), has launched a new website to deliver News In Motion and KRT editorial content to television stations and their websites on spot sales basis called NIM On Demand. Subscription sales of NIM and KRT products will also be available to TV customers through the site. is updated constantly throughout the day and features a full range of daily services from News In Motion and KRT, and an archive of more than 450,000 animations, still images and stories. Content includes rundowns, scripts and an index of news and feature animations for broadcast and Web publication, over-the-shoulder graphics, special video reports, WeatherQuiz and Total Television Design, as well as KRT photos, graphics, stories and caricatures. Free thumbnail and QuickTime previews and a product tour are also available. The site is powered by the Newscom database and search engine. KRT plans to make access to the site available to some 1,300 US stations by December 2003.

And lastly: coinciding with the debut of AARP The Magazine, the nation's largest circulation magazine (21.5 million), this week AARP Publications also launched - a comprehensive site that provides readers with the best articles from the print magazine supplemented with a wealth of interactive features and web exclusives. The site also provides a dynamic online experience for the growing numbers of web surfers in their 40s, 50s and beyond. The highly interactive site enhances magazine articles with polls, quizzes, games, discussions, calculators, audio, video and daily news updates. In addition, visitors will take an interactive tour of AARP The Magazine to get the first look at new editorial departments, a behind the scene peak into the making of the publication and commentary by Editor-in-Chief Hugh Delahanty.

-- This newsletter is compiled weekly by MediaPost staff writer Lindsey Fadner. Past issues are archived at the MediaPost website. Your comments, questions and submissions are always welcome and appreciated.

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