Created by Havas Advertising's Black Rocket, San Francisco, "Superhero" is meant to showcase Yahoo!'s shopping features. The spot, which will run twice during the Phantom broadcast, features an out-of-shape superhero who turns to the Internet after a failed attempt to thwart a purse-snatcher. Using Yahoo! Shopping, the hero buys new purses for the purse-snatcher's victims.
The spot will also run in Los Angeles, New York and San Francisco through Dec. 16.
Yahoo! also plans to run three new radio commercials focusing on various aspects of its shopping channel. Radio will air in Chicago, Los Angeles, New York, San Francisco and Washington through Dec. 16.
Yahoo!'s media spend could not be determined. Yahoo! spent an estimated $26.9 million in the U.S. in measured media from January to August of this year, according to Taylor Nelson Sofres' CMR.