The syndicated show will launch Fall 2002 across the country, according to Carsey-Werner executives. The distributor is expected to spend approximately $5 million on advertising.
"Carsey-Werner has developed a creative campaign that will cross different media platforms," said Roger Schaffner, president of Palisades Media Group, Santa Monica, Calif. Mr. Schaffner would not disclose spending on the account.
"Our goal will be to drive tune-ins and establish a new time period for the show," said Mercedes Tondre, executive vice president at Palisades.
According to Carsey-Warner executives, Palisades was chosen for its experience buying and planning media for theatrical films. The shop handles the Miramax Pictures account.
Carsey-Werner is the distribution arm of independent television studio Carsey-Werner-Mandabach in Studio City, Calif. The company's syndicated shows include The Cosby Show, Roseanne and 3rd Rock From The Sun.
Rock group Kiss
Dan Weiss, senior vice president for marketing at Carsey, said the ad campaign will feature a series of spots, created internally, starring the rock band Kiss.
"Kiss will perform a rock concert in the spots," Mr. Weiss said, "while a member of the cast sneaks into Gene Simmons' dressing room."
The band will perform its popular anthem "Rock and Roll All Night." The song lyrics "I'm gonna rock and roll all night and party every day" will be the slogan of That '70s Show ad campaign, Mr. Weiss said.
A three-minute music video featuring the performance will also be produced. The spots begin airing in August during the sweeps.