Out to Launch

Every week new ad campaigns and websites are launched, and it’s hard to keep up with them all. This week you’ll recognize some big Hollywood names, and get the inside scoop on advertising plans for major corporations such as McDonald’s and Gateway. Find out about these campaigns and others you may have missed in this week’s edition of “Out to Launch!”

As one of the most successful Latin artists of her generation, Shakira has captivated U.S. audiences since debuting her triple-platinum album Laundry Service late last year. Now she's returning to Pepsi for a second consecutive year in a new national TV ad that features her unique musical fusion of pop/rock in an original rendition of the Pepsi song, "Joy of Pepsi." Shakira's latest Pepsi commercial, "Sound Check," captures the energy and lure of the Colombian pop star in her element. The new TV commercial -- in English and Spanish -- will begin airing this week on Univision and Telemundo and on English-language TV networks in early August. Shakira also will be featured in radio and print advertising, in-store merchandising materials and on Pepsi's website. Pepsi will sponsor her worldwide concert tour beginning later this year.



Actor James Gandolfini, aka Tony Soprano in HBO's The Sopranos, will appear in a TV spot supporting his alma mater, Rutgers University, N.J. The 30-second commercial is a follow-up to a spot Gandolfini and other Rutgers grads who are friends of the actor filmed in 2001 promoting Rutgers football head coach Greg Schiano and his Scarlet Knights. In the new ad, "Horse Head," Gandolfini promises his three pals that they will have great seats at Rutgers Stadium for a Scarlet Knights football game. "Close, real close," says Gandolfini. When they arrive at the stadium and are escorted right onto the field, the friends cannot believe their luck -- until they realize they have to put on costumes of the Scarlet Knight (the team's official mascot) and that of his horse and perform during the game. The spot, per DKB & Partners, N.J, will break on Aug. 5 on cable stations throughout New Jersey. The Scarlet Knights open up their 2002 football season Aug. 31.

Frito-Lay announced today the launch of a new television advertising campaign featuring “Master of Disguise” comedian Dana Carvey to support Lay's “Tastes of America” program. The campaign includes two 30-second commercials, one for each of Tastes of America flavors -- California Cool Dill and Memphis BBQ. The two commercials, "California Dude" and "Memphis Tour Guide," broke July 29 and feature Carvey portraying a host of different characters to bring to life Lay's new regionally inspired flavors. Created by BBDO, NY, these television spots are the latest component of the Lay's Tastes of America program launched in late May. The Tastes of America program celebrates regional tastes across the country by introducing two new flavors inspired by different parts of the country for a limited time.

Old Navy has introduced a new television commercial evoking the images of TV's The Brady Bunch, with actress Morgan Fairchild, an Old Navy veteran, in the starring role. "The Rugby Bunch" is the story of a lovely lady (Fairchild), a man and six kids, who dance around in a very Brandy house and replicate images from the classic TV show's opening scenes, including a march-and-pose on the steps and the legendary tic-tac-toe box featuring close-ups of Fairchild and her co-actors. The ad, which promotes Old Navy's Rugby shirt collection for men, women and kids, broke nationally late last week on network and cable, per parent San Francisco-based Gap's in-house creative unit with ad agency Modernista, Boston.

The late Frank Sinatra makes a comeback of sorts in a new television advertisement for Ford Motor Company’s "cool" retro-styled Thunderbird roadster. The ad, per J. Walter Thompson, which conjures up memories of the lyrics "One More for the Road" from one of Sinatra's most famous songs, features a clip from the 1957 Columbia Pictures film "Pal Joey" in which the crooner is seen bidding an affectionate farewell to a candy-apple red T-Bird. "So long little bird, don't pick up any nails," says the cultural icon and arguably the most recognized and beloved ballad singer of the last century. Sinatra, who has been dead for four years, appears in the 30-second ad along with Ford Chairman and Chief Executive Bill Ford Jr., the pitchman who does most of the talking.

Planet Ice Cream has signed actor-rapper Ice-T to promote its inaugural product launch, Posse Pops, the first line of ice cream to target the urban youth market with social-educational messages. Founded by Ben & Jerry's veteran Rick Brown less than a year ago, the Medford, N.Y.-based Planet Ice Cream last month launched the 3-SKU Posse Pop flavors initially in key markets like New York and Boston on the east coast with wider distribution to the west coast slated for 2003. The three flavors each support a specific cause that is touted on-pack: Blowin' Up (peanut butter ice cream with dark chocolate coating) endorses higher learning, Wild Thang (vanilla) promotes safe sex and Knock You Out (vanilla with crunchy chocolate coating) gives an anti-drug message.

Backed by the resources of Cadbury Schweppes, its new parent Nantucket Nectars has introduced three summer flavors and an advertising campaign to promote them. The campaign for the summer drinks features two 60-second radio spots — which will run through August in Boston, Philadelphia, Denver, Chicago, Washington and Baltimore -- and feature the company's founders along with people they call "local Nantucket legends." These include the owner of a golf club on the island, its police chief, the owner of a popular bar and other shop owners. In both ads, the founders and the Nantucket residents kid around and discuss summer on the island and their favorite Nantucket Nectars flavors. There is folksy guitar music in the background, as well as sounds of sea gulls, water splashing and the clanging bell of the local lighthouse.

UpShot Corporation, a leading online CRM provider, today launched a new advertising campaign entitled "Results Count." The campaign highlights UpShot's ability to deliver a rapidly deployable solution that helps companies sell more and increase revenues faster. Appearing nationally in major business publications starting this week, the advertisements explain why UpShot's success is coming at the expense of both traditional CRM providers such as Siebel and Saleslogix and other hosted CRM solutions like The first ad of the campaign, titled "Large Businesses Aren't Happy With Small Results," features statistics from CRM Magazine based on work done by Summit Strategies.

McDonald's Corporation announced today it has awarded the "McDonald's with the Diner Inside" advertising business to DDB Chicago. The agency's role will be to support the restaurant concept's further expansion and to conduct broadcast media testing for the six "McDonald's with the Diner Inside" scheduled to open in the Evansville, IN TV market. McDonald's currently has two "Diner Inside" restaurants in operation: one in Kokomo, IN, which opened in March 2001, and one in Tipton, IN, which opened mid June this year. Seven additional "McDonald's with the Diner Inside" restaurants are scheduled to open by the end of the year.

Wrangler this week will break a TV ad for its new "Five Star Premium Denim" men's collection. The effort, via Toth Brand Imaging, Concord, Mass, also includes print, radio, online and POP. Budget was undisclosed but includes a $15-20 million media buy, an increase of 50% over previous media, per the company. Frequency is up 80% over previous efforts. The TV spot will air through year-end on network sports programs such as Nascar, NFL and college football, among other buys. Print launches in August in Sports Illustrated, The Sporting News and Field and Stream. Because women make 20-30% of purchases for males, ads will also run in People, Family Circle, Women's Day and Rosie.

Budget Insurance Services has unveiled its new corporate identity in a TV advertising campaign. The campaign, which involves a series of ads created by Sheffield-based agency Scope, features the brand's new identity and strap line: “Smart People Budget.” It also provides the first outing for Budget's two new animated characters, Dave and Sue, which will be used across the brand's entire spread of on- and off-line marketing. Budget said the marketing drive, which includes a website launch later this month and new internal and customer promotional literature, is part of its plans to grow its market share of the UK's car, motorcycle and household insurance sectors. Budget has allotted £10m for the new marketing drive.

The Advertising Council, in cooperation with the USA Freedom Corps and Corporation for National and Community Service, has announced the launch of a national public service advertising (PSA) campaign designed to encourage all Americans to volunteer their time and service to the nation. The PSAs were unveiled by President Bush at the White House this week. Americans can answer the President’s Call to Service in many ways, including through and the newly created USA Freedom Corps Volunteer Network. Featuring New York Yankees pitcher Mariano Rivera, actress Angie Harmon, former Senator Robert Dole and former Senator and space pioneer John Glenn, the spots illustrate a variety of volunteer efforts with a sense of humor. Ad agency BBDO New York created the three television PSAs and three radio spots as a contribution to the Ad Council, and The Martin Agency donated their time and talent to the Ad Council to develop newspaper ads.

Gateway this week is kick-starting its back-to-school campaign with a TV campaign under the theme, "Ready or not, you're going back to school." In the ads, kids having summer fun are rudely interrupted by parents, who lasso, trap and snare the kids. The campaign also includes radio, newspaper and online. Siltanen/Keehn, San Diego, handles TV. The rest is done in-house.

BMW this week will launch a TV effort to spotlight the engine under the hood of its top-drawer sedan, the 2002 7-series, with a focused media buy. Supporting print is also due. Creative touts the car's V8, 325hp ticker in a humorous TV spot featuring faux aerospace engineers doing a high-tech version of the car-guy ritual of gathering around an open hood, admiring a motor. The effort, via Fallon, Minneapolis, focuses on the engine's Valvetronic technology, which the carmaker points out eliminates a traditional throttle and boosts auto power, responsiveness and efficiency. Print ads show an astronaut staring at the engine of a 7-series with accompanying copy, "Sometimes it's not what you add to an engine that makes it better, but what you take out."

Visitors logging onto the website today will be treated to a sneak preview of the soon-to-be-introduced Kia Sorento sport utility vehicle in the form of an interactive microsite. The microsite, conceived by Animated Designs, Kia’s interactive agency, has a lifestyle theme that shows the Sorento in a variety of settings displaying its appeal to a wide range of buyers. Visitors to the microsite can easily navigate through several interrelated sections to learn about the vehicle. They can view the full range of color combinations available, take 360-degree tours of both the interior and exterior, or view videos that feature running footage of the new mid-size SUV. The microsite also incorporates several avenues for customers to request more information, order brochures, and e-mail Sorento information to friends. And last but not least:

Last but not least: The Miller Brewing Company has launched a searchable online database of social events and entertainment venues via's San Francisco-based Red Sky division. Called the Miller Time Network, the site lets users make plans with friends by searching six categories based on location: Music, Bars & Clubs, Sports, Food, Movies and Miller Gigs. It also features useful tools, such as "Get a Map," "Buy Tickets," "Set a Reminder," and "Send to a Friend." The Milwaukee-based brewer is promoting the network through interactive ads on sites like Yahoo!, and The online ads, developed by Freestyle Interactive in San Francisco, will provide content that relates to what people are doing on the site. Online media is being managed by Chicago-based Starcom IP.

-- 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.

Next story loading loading..