Excite@Home's Excite bets its branding fortune on a character named Mr. Lucky in a TV and outdoor campaign breaking today. The multimillion-dollar ad effort, the Web site and broadband service's first major advertising in more than a year, was created by Amster Yard, New York. Starcom
Worldwide, San Francisco, handled media. TV spots tap vocalist Robert Goulet and show Mr. Lucky using Excite to improve his life. "One of the reasons this campaign needs to do heavy lifting is that we've been dark for more than a year," said Susan Phillips, senior director brand marketing, of the service she said "empowers consumers."