Prestone's antifreeze campaign, the first from Interpublic Group of Cos.' McCann-Erickson, Troy, Mich., introduces new spokeswoman Jillian Barberie, who is better known as the Weather Girl on the NFL on Fox pre-game show.
The agency is creating a trio of 30-second spots. Two are completed, but all will carry the tagline "It's Prestone Season."
In one spot, Ms. Barberie tells a young man over the sound of splashing liquid: "Don't you just hate it when you get it on your shoes." She's actually touting Prestone's new "no-glug jug" that prevents spillage. The potty humor continues through the spot, as she tells later him to "always remember to flush ... put the lid down when you're through."
The target audience is 95% male, ages 35 to 53.
There is some trade print.
Prestone had already inked a promotional partner deal with the NFL before the agency review. -- Jean Halliday
Copyright September 2001, Crain Communications Inc.