Out to Launch

The celebs are out in force, hawking everything from breath mints to digital cameras. Welcome to highlights of ad campaigns launched recently.

Deutsch New York's latest (and most likely it's last - Snapple moved the account to Cliff Freeman & Partners) campaign for Snapple again features the bottles that act like people. The four TV spots each feature an actual Snapple employee as well. The campaign also consists of radio and online ads. "Fly Hard" features Snapple's Eddie Astorino (from the IT department) and Snapple Super Sour Lemonade. The ad features a mad scientist on the loose, chaining up a princess and transforming members of the World Council into chicks. He eventually is taken down by Super Sour Lemonade, who frees the princess and flies off with her. Ads launched May 12 and will run during programs including "Real World," "Newlyweds," "Road Rules," "TRL," "All Access," "The Fabulous Life," "The Daily Show," "South Park," "The Cosby Show," and "Three's Company." Outdoor ads launch on June 1 and will run in key markets, and feature bulletins, murals, commuter rail posters, subway station domination, truck backs, bus shelters, bus kings and an air banner.



Actor number one: Esai Morales. Campaign: A series of Hispanic ads launched for Allstate. "Asi Piensa Allstate" (That's what Allstate believes) is the name of the campaign, which launched this week in major U.S. markets. Morales tells about the many benefits of having insurance protection from Allstate, including quality insurance at an affordable price. The campaign includes print, TV, newspaper, radio and out of home components, and will run throughout 2004. TV spots will air on network and cable stations such as Univision and Telemundo, as well as on the international Spanish-language variety show "Sabado Gigante," of which Allstate has been a title sponsor since 1995. La Agencia de Orci & Asociados created the campaign. One TV spot, entitled "Boda," is centered around a wedding and focuses on Allstate as a reputable company that the Hispanic consumer can look to for help in protecting their assets and dreams.

Her mama didn't raise no fool; she just plays one on TV. Hershey Foods Corporation is launching an campaign for its newest mint, Liquid Ice, featuring Jessica and Ashlee Simpson. The TV and radio spots feature Jessica and Ashlee tasting the Liquid Ice mints and debating "Is It Liquid of Is It Ice?" The ads, created by North Castle, debut May 24, feature the tagline "Liquid or Ice," and will run till the end of the year. People who try Ice Breakers Liquid Ice breath mints can even cast their vote on whether the mints are liquid or ice, online. For every vote received, Hershey Foods is donating $1 - up to $10,000 - to the Rock the Vote campaign.

Keeping with the stars... Sony and Aerosmith lead singer Steven Tyler have teamed up to tout Sony's latest digital camera, Cyber-shot DSC-T1. "Slo Mo" debuted during CBS' "Two and a Half Men," and will run on network and cable channels through July. The DSC-T1 comes to life in just over a second, ensuring that you're always able to capture life's moments as they happen. The ad shows a group of friends spotting Tyler in a restaurant; each is fumbling for their camera, except the woman with the DSC-T1, who is able to snap a quick, clean shot of Tyler. The camera is so tiny that it can fit in your back pocket.

Some sporty celebs have teamed up in support of The USTA and Tennis Industry Association (TIA) launch of Tennis Welcome Centers, a grass roots campaign, and "TENNIS. COME OUT SWINGING," the first branding campaign for the sport. National print advertising features Daisy Fuentes, Jeff Gordon, Roy Jones Jr., and Mike Wallace - each delivering messages about the unique health and social benefits of the sport. The campaign launched in April issues of USA Today, Sports Illustrated, ESPN Magazine, Shape, Fitness, Vibe, Men's Fitness, Men's Health, Travel & Leisure, Runner's World, and Tennis. A television campaign is currently in development and will air during US Open telecasts on CBS Sports and USA Network as well as other tennis broadcasts on The Tennis Channel.

PBS is launching a campaign for it's latest series, "Colonial House." "Colonial House" brings the rigors, adventures, colors, tastes, and sounds of the 17th century to life. Viewers watch what happens when two-dozen men, women and children spend five months living as settlers did, working together to build a functioning colony. Print ads, designed by SJI Associates New York,will run in Entertainment Weekly, People, Sports Illustrated, The New Yorker, The Week, Time, This Old House, US News & World Report, and Vanity Fair. Online ads will run on,, and

On May 3, Minute Maid Lemonade launched a six-week brand and product promotion at shopping malls, college campuses, and minor league baseball parks across Maine, Massachusetts, New Hampshire, and Vermont. More than ten thousand samples of 8-ounce Minute Maid Lemonade cans will be distributed from Minute Maid Lemonade branded PT Cruisers. Universal Consulting Group, an event marketing and promotions agency, will manage the events.

In website launches this week:

Diageo's Captain Morgan Rum has launched a new website. The site offers themed party guides, event photos and videos, sweepstakes and other promotions, an online store, and a database of nearly 100 Captain Morgan cocktails. The US version of the site also contains expanded content for members of "The Captain's Crew" - the brand's affinity program, including automatic sweepstakes entry, "insider" news and tips and unique party planning tools.

MediaNews Group launched it's latest media property is an insider's guide to Los Angeles on where to go, what to do, and what's new in the city. Users also can log on to the LA.comfidential blog, view multimedia slideshows, contribute to reviews, or book their travel through its partnership with Expedia when visiting.

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