• Ad Age, Monday, March 12, 2007 2:09 PM

TrimSpa, the diet-product marketer, is readying an allegedly "TiVo-proof" ad to break in April as it looks to move on after the minutely chronicled death of high-profile spokeswoman Anna Nicole Smith. The new spot will feature more than 400 "before" and "after" photos of TrimSpa users, presented to also show up when DVR users fast-forward through its ads, says Tony Azzizzo, president of Goen Technologies. He declines to offer further details on the campaign or how the ad would work technically, but describes it as part of TrimSpa's effort to develop a campaign following Smith's demise. "We recently lost our most celebrated success story and spokesperson, Anna Nicole, and the company is doing its best to restage, relaunch ... reposition the brand in a new campaign," Azzizzo says. "It's not just that this commercial is cool and different. It has a lot of gravity to it because it's going to be, if not the first, one of the first new TrimSpa commercials post-Anna Nicole."

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