Out to Launch

Visa scores with Tom Brady. Paul McCartney teams up with Fidelity Investments. Grocery shopping "Desperate Housewives" style. Let's launch!

Visa USA has teamed up with Tom Brady and his New England Patriots offensive line to educate consumers about how Visa provides security to protect fraud and assist in cases of identity theft. "Metaphors" launches tonight during the NFL season kickoff game between the Oakland Raiders and New England Patriots on ABC. "Metaphors" compares how the New England Patriots' offensive line provides a "pocket of protection" for Tom Brady, no matter where he goes, similar to how Visa protects its cardholders with every transaction. "Metaphors" offers a sneak peek into the life of Tom Brady as he goes about his daily routine: purchasing coffee, shopping online, and on a date. On each occasion he is surrounded by his Patriots offensive line - in full uniform, natch. Brady confronts them at dinner, inquiring why they follow him everywhere. The linemen explain how they represent the five layers of Visa security that surround him in a "pocket of protection" from fraud and identity theft. "Metaphors" is the third in a series of ads tackling the topic of security. The other two are "Rooftop" featuring Donald Trump and "Super Heroes" featuring Marvel Super Heroes. BBDO New York created the campaign.



Another ad launching during tonight's NFL season kickoff game features Paul McCartney hawking Fidelity Investments. "This is Paul" takes viewers on a chronological tour of McCartney's life and notable accomplishments. Created by Arnold Worldwide, the ad is one element of a partnership between McCartney and Fidelity that includes co-sponsorship of McCartney's tour launching later this month. The ad will also debut in Canada tonight during "CSI" on the CTV Network. The campaign will also run on several major network and cable primetime shows, as well as print and spot TV in markets coinciding with McCartney's concert dates.

I never have this much fun grocery shopping. 7UP PLUS - the plus refers to fruit juice and calcium - has launched a campaign featuring "Desperate Housewives" Marcia Cross and Nicollette Sheridan. "Supermarket Showdown" shows Cross and Sheridan trying to one-up each other with the amount of 7UP PLUS they can load into their shopping carts. The spot ends with Cross as the victor by placing the 7UP PLUS stock boy in her cart. The ads were created by Y&R San Francisco and launched August 29 on national network and cable TV. The campaign also includes radio and print components breaking in September publications targeting women aged 25 to 49.

Verizon has launched a series of TV, print, and online ads touting the depth of its broadband experience to Hispanic consumers. The theme of the campaign, "A Todo Lo Que Da" (to the max), mirrors Verizon's national "Richer. Deeper. Broader." campaign. Four TV spots provide a glimpse of what consumers do in their online lives, from starring in their own Lucha Libre Web movie to competing in virtual DJ battles. "DJ," "Window," "Baseball," and "Wrestler" create relevant stories that connect with Hispanic consumers. Verizon also created a Spanish-language Web site enabling users to create profiles and share their broadband stories by uploading images and videos. R/GA created the online ads and Web site; La Agencia de Orci & Asociados created the TV campaign.

Verizon is on fire... with another ad campaign launched - this one consists of three TV and two radio spots promoting its offer of DSL service for $14.95 a month. Using the tag line "We never stop working for you," Draft New York developed ads to reach customers who are dissatisfied with their current Internet provider. "Singing Sensation" and "Happy Cat" show "content" on the computer screen getting upset with the consumer for using dial-up instead of DSL. The campaigns will run nationally through the end of the year on network channels, including ABC, CBS, NBC, and USA. ID Media New York handled media planning and buying for the DRTV campaign and Zenith handled media for the awareness campaign.

Powerball from the Minnesota State Lottery has launched a TV campaign that pays homage to horror films while emphasizing that Powerball is always "big" - so play ALL the time. In "Night Watchman," the watchman rejects the notion of buying a Powerball ticket just as the light above him burns out. Walking through dark, empty corridors, he senses an unusual presence - a large red Powerball lurking and waiting for the perfect moment to exact revenge. In "Road Trip" two men embark on a road trip following a stop at the store. "Powerball tickets, what's up with that?" asks one of the guys. "Enough to buy me a new boat, for one," replies his friend. "I only play when it's big," counters the first. As they head out on their trip, the woods become frightening, even more so when they catch a glance of a giant red ball in the brush. Colle + McVoy created the campaign and BWN contributed music and sound.

Here comes another lottery campaign. This one focuses on looking for signs to determine what numbers to play. The DC Lottery launched an outdoor campaign for its newest game, DC Daily 6. A teaser component included mobile billboards that used imagery of the number "6" in everyday activities including shaving, putting toothpaste on a toothbrush, tying running shoes, and eating breakfast. The full-fledged campaign includes 6th inning sponsorships with the Washington Nationals, a showcase for the top National's "Player of the Week," bus shelters, and electronic taxi tops. MDB Communications created the campaign.

The Advertising Council has teamed up with the American Red Cross to make a series of TV, radio, and online ads to help those affected by Hurricane Katrina. The ads direct Americans to where they can donate to aid in the disaster relief. The ads were created by GSD&M in less than two days (much like the ads created to aid the tsunami victims). The American Red Cross has launched the largest mobilization of resources in its history for a single natural disaster. To donate, visit the Red Cross Web site or call 1-800 HELP NOW (1-800-435-7669).

This week's Web site launches feature ice cram and computers.

EVB created a marketing Web site for the FLY pentop computer. The site targets 9- to 14-year-olds and promotes the launch of a new computing platform from LeapFrog Enterprises, a manufacturer of innovative learning products. Live on the FLY is an interactive Web site that engages, entertains, and educates tweens using video. I enjoyed being able to doodle on a blank piece of paper while the browser was loading its content. It reminded me of the online campaign GE launched last year. Live on the FLY contains four videos featuring tween hosts who interact with users and showcase key capabilities of the computer. The device gives users real-time audio feedback as they write and draw on special FLY paper, making what they write come to life. For example, a FLY pentop computer user can draw a calculator, touch the handwritten digits and functions to perform an operation -- then hear the answer announced.

Ripple Effects Interactive developed two Web sites for Bruster's Real Ice Cream - Bruster's Virtual Visit and Bruster's Cake Creator. The Bruster's Virtual Visit Web site allows visitors to interact with various characters to learn about Bruster's unique promotions, such as BYOB Thursdays when customers can get half off banana splits if they bring their own bananas. On the Bruster's Cake Creator site, visitors can choose from various cake types, flavors, layers, and messaging to create their own personalized cake. If they e-mail their cake to a friend, site visitors receive a coupon for $2 off any ice cream cake at participating locations.

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