DLJ Direct will break an ad campaign Jan. 26 to back a Super Bowl-theme promotion for its online brokerage, but it won't run during the big game. Print and TV ads from Kirshenbaum Bond & Partners will tout the commission-free trading that will be available through dljdirect.com only on Super Bowl Sunday. "Why invest $2 million on one ad in the Super Bowl, when we could invest it on you?" ask the TV spots.
Copyright January 2000, Crain Communications Inc.