Out to Launch

Bud Light and ESPN make mockumentary-style ads. Tom's of Maine advertises after 35 years! Let's launch!

Tom's of Maine, who has made personal care products using natural ingredients for 35 years, made its TV debut for its anti-cavity and tartar control toothpastes. The four 15-second spots were created by Siegel & Gale. Phase one of the campaign will run in targeted East and West Coast markets prior to a broader rollout. The campaign hopes to redefine the Tom's of Maine brand and refresh its packaging. Each spot closes with the tag line, "Tom's of Maine. Naturally, it works."

"A Beauty Queen. With License to Kill" is just one of the themes created by Arnold Worldwide, St. Louis in a print ad campaign for Klipsch Audio Technologies which launched Sept. 1. Four print ads will appear in high-end stereo and home theater magazines to promote the new Cinema 6 Home Theater System and RVX loudspeakers that Klipsch is introducing in the United States this fall. "That tingling sensation in your chest is love. And bass" plus "Complements fine contemporary design ... provided it's bolted down" are additional headlines used in the campaign.



Hanft Raboy & Partners has launched a branding campaign for Lynch Jones & Ryan Inc. (LJR), a financial services company specializing in commission recapture. Commission recapture is a form of institutional discount brokerage that rebates a portion of trading commissions directly to a pension plan. Aimed at institutional investors, pension plan sponsors and influencers, the "Beyond Question" campaign aims to position LJR as a leader in the commission recapture industry, and distance the company from its competition. The campaign will run in business-to-business publications including Pensions and Investments, Pensions Week, Plan Sponsor, Investments & Pensions Europe and Benefits and Pensions Monitor. Each page in the four-page ad will consist of a black-and-white portrait, featuring a distinct facial expression and phrase. The pages will consecutively read: "Not a lip curled." "Not an eyebrow raised." "Not a nose out of joint." And finally, "Not a wrinkle for the last 18 years. When it comes to commission recapture, there's one name no one can question."

Low-cost airline Independence Air has launched a four-spot campaign featuring voiceovers from soccer star Mia Hamm, musician Chuck Berry, and political personalities Dennis Miller, James Carville, and Mary Matalin. With spots titled after their respective voice talent, "Hamm," "Miller" and "Berry" introduce the new airline with spliced-together travel montages. "Carville" and "Matalin" feature a slow motion wrap-around shot of an Independence Air plane just as it takes flight. The celebrities muse about the airline industry, humorously take jabs at the competition, and urge viewers to pack their bags and "Go and be special. Go your own way." GKV, Baltimore, created the campaign.

P.A.U.S.E. (Promoting Awareness of H.I.V. Using Safer Sex Education) has launched an HIV prevention campaign about the risks of having unprotected sex and the dangers of HIV. The campaign focuses on African-American men, and consists of radio, print, and outdoor components. The major objectives are to center the promotional message on HIV prevention, education, counseling, and testing. IMAGES USA designed the campaign.

Tool of North America collaborated with DDB Chicago on three mockumentary-style ads for Bud Light and ESPN. The ads celebrate the top sports fans of all time, and are running on ESPN and ESPN2. The ads, entitled, "Smolak," "Sorenson," and "Whipple," feature interviews with sports figures and personal acquaintances, as well as archival footage showing highlights of the subject's life. ESPN on-air talent Trey Wingo introduces each spot.

The Anguilla Tourist Board's latest ads mark the first set of outsourced work. Created by Irwin Slater, New York, the campaign aims to generate awareness as being more than the "best-kept secret" of select rock stars and other affluents. The estimated $2 million campaign uses the tag line "Feeling is Believing." Print ads debuted this month in travel and bridal magazines and various newspapers; the campaign also consists of direct mail, brochures, and t-shirt giveaways.

In Web site launches this week:, an authorized dealer of authentic autographed sports memorabilia of the past and current superstars of baseball, football, basketball, hockey, and boxing, has launched.'s autographed collectibles include jerseys, photos, baseballs, bats, autographed footballs, basketballs, signed hockey sticks, and pucks, plus limited-edition sports autograph collectibles. The site is an online museum of sports memorabilia that adds new items to its collection each week.

Lactagen, the only known formula and protocol that can permanently end lactose intolerance, is now available for purchase online. UnREAL Marketing Solutions created the e-commerce site, and will develop an online marketing campaign consisting of search engine marketing, e-mail and viral marketing strategies targeting a multicultural demographic. Lactagen is a powder that is dissolved in water and taken with dinner for two and half weeks and then two times a day for another two and half weeks. The formula allows for a gradual reintroduction of lactose into the digestive system.

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