Out to Launch

Country Home gets creative. Saab UK launches an online campaign. Got Doughboy? Let's launch!

Draft London has created an online campaign for Saab, set to be the biggest UK online push in the brand's history. Saab is looking to boost awareness of four models - the 9-3 Sports Saloon and Convertible, along with the 9-5 Saloon and Estate models. The creative focuses on the attainability of the Saab range. One rich media execution uses shots of each model, alongside the line: "We build cars of such grace, power, poise, and beauty. Now look at this and tell yourself you can't afford one." Viewers can roll over the model names and inspect prices and finance offers.

The Joseph Huber Brewing Company launched its first ever television campaign for its Berghoff Beer brand featuring blues slide guitar virtuoso Eric Sardinas and Chicago harmonica player Billy Branch. The first commercial features Sardinas playing a slide guitar with a beer bottle, revealing the new Berghoff label as he slides up the guitar neck. The second commercial features Branch stomping his foot to the music from his harp. Each stomp creates a vibration, slowly moving the bottle towards the edge of the stage. Just as the bottle seems to be ready to go over the edge, Billy stops playing, picks up the bottle, takes a drink, and then sets the bottle back in its original position. Gunter Advertising, Madison Wis., created the campaign.



The GOT MILK? ads have a new man singing the praises of milk. Or should I say doughboy... The Pillsbury Doughboy is featured in a GOT MILK? TV spot that launched Aug. 30. Called "Russian Family," the commercial opens in St. Petersburg on a dreary winter's night. Life is dismal here. From out of nowhere the voice of the Pillsbury Doughboy is heard. The Doughboy pushes in a huge plate of freshly baked, chocolate chip cookies. Everyone takes a bite of the warm cookies, and everyone begins to dance around the kitchen. Life is good. However, the celebration comes to a halt when the mother emerges from the kitchen, screaming "Moloko" (milk in Russian) and shakes an empty milk carton. The commercial closes on the shocked face of the Pillsbury Doughboy and GOT MILK? Goodby Silverstein & Partners created the campaign.

The Advertising Council, along with the American Cancer Society, American Diabetes Association, and the American Heart Association, announced the launch of a PSA designed to motivate women to make healthy lifestyle choices for themselves and their families in order to prevent fatal diseases. "Everyday Choices for a Healthier Life" is designed help Americans lower their risk of cancer, diabetes, heart disease and stroke by following a unified set of health recommendations. Each year, one and a half million people die from diseases - cancer, diabetes, heart disease, or stroke - largely attributable to their lifestyles. The campaign targets women between the ages of 30 and 50, and includes both English and Spanish-language TV and radio PSAs, along with print ads and online banners. Created pro bono by Publicis New York, the ads encourage women to take the same daily precautions to prevent disease as they take to protect themselves from perceived dangers in the outside world. The PSAs end with the tag line, "It's time to protect yourself. From yourself," and describe how women can significantly reduce their risk of disease.

Adelphia Media Services (AMS) has introduced the second phase of its marketing campaign designed to challenge the traditional approach to planning and buying cable TV advertising. The campaign, "It's All TV to the Viewer," encourages 300 agency planners and buyers to consider cable TV simply as part of the TV mix. The second phase of the campaign emphasizes the ease of doing business with AMS. AMS is offering local agencies the ability to place one order across a particular geographic area and receive one invoice - a level of service that was previously available only to national and regional advertisers. The AMS mail piece is packaged in a toolbox. Along with service information, the toolbox includes gardening gloves, a Swiss Army knife, and a tape measure. A third campaign component is a series of direct-mail postcards sent to persuade local advertisers that cable television is a better choice for small businesses.

Country Home magazine debuted its "Be Creative. Be Yourself." brand campaign. kirshenbaum bond + partners developed the campaign, which celebrates creativity and self-expression. The million-dollar launch includes trade advertising, direct mail, branding video presentation, guerrilla marketing and branded consumer and trade events. The magazine also underwent a massive redesign, which The Valentine Group helped create the overhaul, and debuts in the September issue of Country Home.

PNC Bank will increase its ongoing efforts to reach Hispanic customers with Spanish-language TV and radio commercials airing in New Jersey, Philadelphia, and Lehigh Valley markets. The TV and radio spots target both business and personal banking customers using the theme "today's opportunity." TV ads will air on Telemundo and Univision; radio ads will air on La Mega in Philadelphia. MARCA Hispanic created the campaign.

In Web site launches this week:

Cronin and Company Inc. and Wallwork & Curry have redesigned the Bertucci's Web site. All pages throughout the site are headlined with Bertucci's logo and a glowing brick oven flame in the background. The simple design of the site links users to content, including its brand position; a search tool to locate a Bertucci's restaurant; its catering and banquet menus; as well as a news room.

Horizon Productions has designed and launched a Web site for KVS an e-mail archiving and information lifecycle management software company. The site is being produced in English, French, Spanish, Italian, and German. The site contains a library of customer case studies, organized alphabetically, by region, and by industry. White papers authored by consultants, attorneys, and IT journalists are available to read, or can be downloaded free-of-charge by registering. Seminars and workshops are listed, and viewers can subscribe online to receive an e-mail newsletter.

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