Try explaining in 60 seconds how an electronic commerce payment system works. That was the challenge behind commercials from Cybercash that broke last week.
The spots try "in a fun, humorous way to build the brand for InstaBuy, which is one-click shopping service," said Ken Perez, senior VP-marketing at Cybercash, a company that specializes in electronic payment systems.
The :30 and :60 are part of a $2.5 million campaign created by Donino White & Partners, Atlanta, and the first offline ads by Cybercash to support InstaBuy , which went live in February.
The spots, airing on CNN and other cable stations, aim for Web merchants who may adopt InstaBuy as a payment method. Creative features two bumbling detectives who mistake someone, who is making a purchase easily using InstaBuy, for a criminal hacker. Donino created trade print ads and is handling media for Web banners created by Charrette Design, San Francisco.
Online merchants using InstaBuy include portal LookSmart for its RewardMall.com site and Impulse Buy Network, a network of 85 merchants that includes Sharper Image, barnesandnoble.com and Eddie Bauer.
Copyright April 1999, Crain Communications Inc.