Out to Launch

Cingular wants your rendition of its "five bars" campaign. Hideous Liqueur can help rid you of unwarranted suitors. NYC & Company launches a summer tourism campaign. Let's launch!

Sullivan-St.Clair Marketing/Public Relations has created an out for ladies being pestered by a persistent admirer: a fake phone number to give out! The campaign is for Hideous Liqueur that launched in Louisiana markets last November and is slated for a nationwide release. The campaign features online, traditional, point-of-sale and guerrilla components. Ads placed in bars direct the reader to call a rejection line, a motivational line, a sick-day excuse line or a "late night dialing" prevention line. Here's the long copy for the rejection line ad. "Yes, we feel, at least, partially responsible for that creep continually hitting on you tonight. After asking your name for the fifth time, it is quite evident that he's had way too much Hideous. Now you get our name. We'd like to make up for it. So, the next time he runs for the gentlemen's room, tear off one of the numbers at the bottom of this poster. DO NOT LET HIM SEE YOU. Quickly memorize the number. When he asks you to come home with him, tell him you're going to stay out with your girlfriends. He'll ask for your number. He will. Our liqueur is that good. When he does, give him the bogus number. We assure you that he won't bother you again. Sorry for the inconvenience."



This campaign is the reason why I purchased The Allman Brother's "Melissa" on iTunes. Now if only The Sonics' version of "Have Love, Will Travel" featured in a Land Rover spot was available for purchase... Cingular Wireless has teamed up with Sony Ericsson for a viral campaign seeking the best "five bars" image submitted via Cingular mobile phone. The grand prize is $50,000 with weekly first prizes of $500. Additionally, each submission automatically enters the customer into a sweepstakes for a chance to win $50 cash. Between July 1 and September 24, contestants can submit images that bring to life the five signal bars. At the end of the promotion, photographer Robert Clark will judge the top photos and select five finalists. From those five finalists, Cingular customers will select the grand prize winner via text messaging. Atmosphere BBDO created the campaign.

The San Diego Natural History Museum launched one of its biggest exhibits to date, with a little help from some creepy crawlers. "Backyard Monsters" features six huge animatronic bugs, along with actual-size specimens and a slew of interactive games and events. Targeting local and out-of-town parents of children aged 3 to 11; the copy is simply, "Big Bugs!" The work features gigantic bugs throughout well-recognized San Diego environments: a monarch butterfly on the El Cortez, a tarantula downtown, an orb spider hanging from the Coronado Bridge, and a caterpillar crossing the Laurel St. Bridge heading to Balboa Park. Media includes local magazine and newspaper, outdoor, bus sides, online, and a 30-second TV spot that will run on local stations and in movie theaters. NYCA created the campaign.

NYC & Company, the city's official tourism bureau, is encouraging visitors to "Take a Bite" of New York City this summer. The "Take a Bite" campaign unveils a new tag line and revamped look for the city's creative efforts, and supports its signature summer promotion, "Summer Breaks." Creative invites both visitors and locals to enjoy all the city has to offer, from the open spaces of Central Park to the beaches of Coney Island. You might find me enjoying a double-decker bus tour very soon. The online and outdoor campaign is running in Atlanta, Philadelphia, Boston, Hartford, Harrisburg, Stamford, Greenwich, Washington, D.C., and locally in New York City. The campaign was created by Garlic.

As an appendage to its successful "What happens here, stays here" (WHHSH) branding campaign, the Las Vegas Convention and Visitors Authority (LVCVA) has launched a complementary campaign designed to highlight Las Vegas' "product" offerings. "Alibi" showcases the city's dining, shopping, and entertainment qualities. Radio, outdoor, and targeted online ads for "Alibi" will air in Los Angeles, San Diego, San Francisco, Phoenix, Seattle, Denver, and Detroit. The campaign drives consumers to the LVCVA Web site to educate them on product options. To ensure that "Alibi" is not perceived as a replacement campaign, WHHSH will run in heavy rotation on the Food Network, E!, and Comedy Central. R&R Partners created the campaign.

The Richards Group has bowed two national spots, "You Can't Over Love Your Underwear" and "Fashion Channel" for Fruit of the Loom. A third ad follows later in the year. UNCLE worked with the agency to expand "You Can't Over Love Your Underwear" into a 60-second country music video parody that serves as the cornerstone of the campaign. The spoof features a boy gazing out the window as his father runs inside on a rainy day. A country track accompanies the scene: "Daddy wears his T-shirt in the cold Kentucky rain, while a boy in pure white briefs looks out the window pane." In "Fruit Fashion Network," the Fruit Guys are executives of a fictitious TV network discussing the different programs they've conjured up to promote Fruit of the Loom women's lines. One show is called "Fashion Island," a "Survivor"-type reality series in which a different woman is eliminated in her Fruit of the Loom undies each week. kicked off its national "A Better Job Awaits" mobile marketing tour in Chicago. The tour is visiting 43 markets where job seekers can stop by for one-on-one demos on the dos and don'ts of Internet job hunting, including: insights on jobs in their home town or across the country; advice on everything from resumes to interviews to salary negotiations; and digital photos of them gracing the front page of the L.A. Times, Philadelphia Inquirer, and Indianapolis Star.The tour began in April and ends in October; it hopes to accumulate 20 million impressions over that time. Swivel Media created the campaign.

Samsung Electronics has launched the first phase of its worldwide advertising campaign, "Imagine," with stories highlighting what happens when Samsung products come into people's lives. Highlighting mobile phones, flat-panel televisions, and portable media players, the "Imagine" campaign begins as a series of TV spots, later expanding to print, outdoor, and online. The TV spots launched in 35 countries in June with an expected run of three months. The campaign was created by Berlin Cameron/Red Cell.

On to the Web site launches.

PUSH Inc. has launched a Web site for Tijuana Flats. incorporates flash-animated objects like hot sauce bottles, chimichangas and a tattooed, screen-clearing arm with quirky descriptions and customized sound effects. The site, constructed by Web development company Mindflood, includes the full menu, hot sauce section, franchise information, store locator, and extras including award-winning creative work such as radio commercials.

The Lakewood BlueClaws, a Single-A affiliate of the Philadelphia Phillies, have re-launched their Web site. The site contains all the information a fan could ever want about its team, including their favorite players and "Buster," the team's mascot. The site also includes "ClawsCove," where fans can purchase BlueClaws merchandise. Single Throw designed the site.

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