Pam Anderson can't compete with USA Today.
Directed by Turnpike Films' Justin Reardon -- the former DDB/Chicago copywriter who put himself on the map earlier this year with an over-the-top spec spot for Nutrigrain -- the campaign takes several comic approaches to the message. In one spot, a naked man gets locked out of his hotel room and has to trek to the lobby covered in nothing but a complimentary paper, fighting off curious readers along the way. In two of the spots, not even the attentions of bombshells Pamela Anderson and Carmen Electra can distract a man from his daily read, while in two others we see men lulled to sleep by their boring newspapers. As the copy tells us, "This did not have to happen."