The Ogilvy & Mather Worldwide campaign-which targets youth and moves away from the trademark warm, fuzzy Kodak moments-won't appear extensively outside the U.S. until 1997 or possibly later.
Instead, Kodak's $50 million will be spent in the U.S. And even here it won't use Olympics-theme branding spots. Those are on hold so they can reach target consumer groups through a limited Cable News Network buy made earlier on the network's Olympic updates.
"We originally planned to [go global] but there are a lot of things this year: the Olympics, the launch of Advantix. It's a matter of where you put your resources," said Bill Gray, Kodak manager of corporate branding.
Spots in the campaign, an assignment New York-based O&M won last fall in a heated battle against BBDO Worldwide, Young & Rubicam and J. Walter Thompson Co., are aimed at what Kodak calls the "wired generation," "mainstream influencers" and "business management."
The "Tall Tales" spots show teens looking at seemingly mundane photos that take on bizarre plots involving the Internet, aliens and a Gremlin car. The ads were initially planned as a narrowcast against the wired generation.
"This will be a much bigger part of the campaign than originally planned," Mr. Gray said of the spots, which break May 3 at movie theaters in the top 25 markets. In mid-May, the company will add network TV and cable channels like Comedy Central and the Sci-Fi Channel.
"We did a brand audit and found we were `graying out' with youth," said Frank Schumacher, partner-management supervisor at O&M. "The equity of innovation was not there. The wired generation is their investment for the future, and we hope the mainstream influencers will affect people today. These are the people others ask for advice on PCs and CD-ROMs."
The other leg of the campaign, aimed at mainstream influencers and business management, is an encyclopedia of Kodak's seven business units. Titled "Anthem," it is a barrage of everything from X-ray film to digital cameras.
Both efforts use the "Taking pictures. Further" theme line that first appeared in the Advantix campaign from JWT.
"Anthem" broke last week on network and cable, and will run with "Tall Tales" through the third quarter, alternating with JWT product spots, primarily for the new Advantix photo system.
O&M assists in media planning for the branding campaign while JWT makes all buys.
Also coming from Kodak is a humorous, Olympic-theme spot with gymnast Dominique Dawes for FunSaver Pocket single-use cameras from JWT that breaks today on network TV and cable and airs up to the Games with print in May magazines.