SINGLE-SERVE SAUCE: Cadbury Beverages' Mott's unit starts running print advertising in women's magazines this month to launch Mott's Fruitsations, a line of single-serve, flavored applesauces. J. Walter Thompson USA, New York, is h andling the heavy print schedule. In-store advertising is also included in the introduction, and a free-standing insert drops in May to 40 million households. Copywriter: Pat O'Donnell. Art director: Mary Warner.
NOTHING BUT NECK: Shaquille O'Neal contorts his considerably sturdy neck in
a new TV spot from outgoing Taco Bell agency Bozell, Costa Mesa, Calif. The NBA star and his entourage discover, however, that the "Taco Neck" he has acq uired from eating too many tacos actually improves his shot. Copywriter: Chris Brown. Art director: Yvonne DeSanti.
Image of the week:
A cow-hugging Martha Stewart joins the ranks of the National
Fluid Milk Processor Promotion Board's milk-mustache celebrities. As part of a new "Make It Better With Milk" promotion, she will give tips on how milk can be used as a substitute for water in cooking. Bozell, New York, handles. Copywriter: Jennifer Mantz. Art director: Bernie Hogya.
Leaping limbs and Lycra tout the opening of Hubbard Street Dance Chicago's 19th season in a TV spot from BBDO. The spot runs as a public service announcement in April and May on Chicago TV stations. Copywriter: Gwen Dawkins. Art di rector: Debbie Klonk.
the big push: REEBOK ON THE ROAD WITH DMX
Reebok International is off and running with the latest spot in its documentary-like "Reality" campaign from Leo Burnett USA, Chicago. The ad launched last week promotes the new DMX 2000 running shoe and features Spencer White, a n actual Reebok employee, who rambles around in a beat-up pickup truck (his own) asking runners to try on the shoe. Running is a critical category where athletic footwear marketers establish performance credentials, and DMX has won positive buzz in the industry. Copywriter: Brandon Reif. Art director: Noel Haan.