Out to Launch

Cottage Living and Traditional Home launch trade campaigns. Calvin Klein hits the big screen. Let's launch!

Sears, Roebuck and Co.'s latest ad campaign features Ty Pennington, star of ABC's "Extreme Makeover: Home Edition." The campaign showcases the breadth and quality of its stores' product assortment, with something for everyone in the family. Pennington stars in four new ads, which launched nationwide the week of September 20 during "Everybody Loves Raymond" and "CSI: Miami." Additional ads featuring Pennington are being planned for the 2004 holiday season. Each of the ads feature Pennington serving as a team leader, persuading families to energize their homes and enrich their lives with the help of Sears. The campaign was developed by Ogilvy & Mather's New York and Chicago offices.

There may not be a "Sex and the City" movie anytime soon, but we haven't seen the last of Kim Catrall. Catrall signed on as a spokeswoman for Spark Seduction For Men and For Women, two new fragrances by Liz Claiborne Cosmetics. The fragrance launches in department stores nationwide in October. To support the launch, print ads will debut in the November issues of Allure, Glamour, GQ, Self and Vogue.



Keeping with fragrances, Screenvision was selected by Unilever for the cinema campaign launch for Eternity Moment, a new women's fragrance from Calvin Klein. This marks the first time that Calvin Klein has used cinema advertising in a campaign for its fragrance division. The Eternity Moment spot features actress Scarlett Johansson and actor Trent Ford in a 55-second ad debuting in more than 600 theaters on 6,000 Screenvision screens from October 1 through 28.

Traditional Home unveiled a trade advertising campaign this month with the theme "Traditional? Yes. Predictable? No." designed to capture the "new definition of traditional." The campaign, which will initially be featured in Women's Wear Daily and Advertising Age was developed by chabot/hardin. The concept for the campaign - "Traditional? Yes. Predictable? No." - was derived from the results of a recent study commissioned by Traditional Home that revealed surprising consumer attitudes about tradition and luxury. The survey found that this upscale audience prefers quality and performance to prestige and luxury when it comes to the brands and products they purchase.

Cottage Living also launched a trade campaign this month entitled, "Finally a magazine for the world we really live in." The series of four full-page ads will run from September through December, each going twice, in AdAge.Think Tank designed the campaign.

In recognition of Ovarian Cancer Awareness Month, Executive Health Exams International, raised public awareness of the disease through the donation of a 115 square foot display window at 10 Rockefeller Plaza for the month of September. It is estimated that in 2004 there will be 25,530 new cases and 16,090 deaths from ovarian cancer. Cherry Blossoms are the backdrops for the disturbing phrase "Ovarian Cancer Kills" in the powerful window display. The window display also highlights various risk factors, symptoms, and facts about ovarian cancer as well as where individuals can find additional information about the topic. and AstraZeneca have teamed up through a partnership where AstraZeneca is sponsoring WeatherHost, a new feature on's Web site. WeatherHost is an animated weathercaster that provides information in a variety of formats, including a national forecast, six regional forecasts, and forecasts for 101 U.S. cities. Each WeatherHost character will be designed to look and sound like an actual AccuWeather forecaster. The branding on the WeatherHost section will be exclusively for Nexium, AstraZeneca's prescription medication for treating acid reflux disease. The primary color for WeatherHost will be purple to complement the Purple Pill branding for Nexium. In addition, the WeatherHost product will include a link to created the sponsored page using Oddcast [V]Host technology.

In Web site launches this week:

Reebok has launched a Web site designed to appeal to tween girls between the ages of 6 and 11. Reebok Sweets features a match game section, a store locator feature, and a design-a-scene section where girls can take on the role of fashion designer. Zugara created the Web site.

PUSH, a full-service agency specializing in advertising, brand strategy, media, and design, has launched a new Web site. The site was designed by PUSH and developed by group94. The site uses Flash technology, is completely database driven, and unveils everything from PUSH's mission, core values, process and beliefs to the talent behind the work.

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