The company will create "Kit-Cat Klock" and "Firefly" billboards thatlight up in 12 major cities around the country. The effort, via Cramer-Krasselt/Hampel Stefanides, New York, features billboards that use the moving-cat clock created by the California Clock Co. Only the cat's eyes and tail move, and the tail is bright yellow.
The ads will appear in high-profile locations at New York's Broadway theatre district, Los Angeles' Sunset Boulevard, downtown San Francisco and Chicago.
There will also be similarly themed "Firefly" billboards showing the insects with their yellow tails glowing in nine markets, including Atlanta, Boston, Dallas, Philadelphia, Phoenix, Seattle, Cleveland, Miami and New York.
The agency also created a lighted firefly ad that will run in 600,000 copies of Real Simple's November issue. The ads have a pull-tab that sets off a battery that lights four fireflies' tails. Another ad to run in 600,000 copies of the Oct. 22 issue of The New Yorker inserts a temporary tattoo, a yellow-tailed dragon. The ads all use the "Tails you win" tagline for Yellow Tail.