"With more than 2 billion Web pages out there, consumers are finding it harder and harder to pinpoint what they are looking for," said Alex Kovach, managing director, Lycos U.K. & Ireland.
The $3 million-plus campaign, known as "Judgment Day," was created by Lycos' European agency, Leagas Delaney, London.
The ad follows on from Lycos' 2000 campaign, which featured a black Labrador dog. The 30-second spot opens on a panel of six black Labradors replicating the judges at an ice-skating championship, complete with electronic scoreboards. After judging a number of Web sites, the rather critical panel humorously "recommend" a Web site featuring poodles. The tagline is: "For Lycos recommends look for the Labrador."
Media-planning agency BBJ has secured terrestrial and satellite time, while an online campaign was booked by Carat Interactive.
Copyright February 2001, Crain Communications Inc.