Disney Channel targets 'tweens' with new ads

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The Disney Channel, Burbank, Calif., the week of Aug. 21 targets "tweens'' 9 to 14 years old in a new TV, online, outdoor and transit campaign from agency Colby Effler & Partners, Santa Monica. Spots directed by David Kellogg will air in all major markets. The campaign is timed to coincide with the upgrade of Disney Channel's ZoogDisney.com tweens Web site and the premiere of the Disney Channel dramatic series "In a Heartbeat.'' Spots feature unexpected "twists,'' such as a boy running home to do something urgent - tuning to the channel.

Copyright August 2000, Crain Communications Inc.

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