Breaking spots

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Most Popular, New York, May 18 breaks its first ads, along with a redesign and new logo. The radio and online campaign is tagged, "The Internet program guide."

The anticipated $7 million campaign, created by Butler Shine & Stern, Sausalito, Calif., plays on popular colloquial terms such as "booyah" for sports programs and "schwing" from "Saturday Night Live" and "Wayne's World." Print ads will follow., trying to build its share of the home improvement market, hammers away at time wasted by do-it-yourselfers at bricks-and-mortar warehouses in a campaign launching its catalog and Web store. In spots running in the Pacific Northwest from Butler, Shine & Stern, Sausalito, Calif., a woman touts the benefits of the catalog's selection, prices and opportunity to order online. She rolls up the catalog, hits her sleeping husband on the head and says, "Wake your butt up." The TV, print and direct campaign is tagged, "More home improvement. For less." this month launches its first ads, a $10 million campaign from Mad Dogs & Englishmen, New York. Tagged "Need to get outdoors?," humorous ads back the content site that also books vacations and sells travel gear.

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.

Copyright May 2000, Crain Communications Inc.

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