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BUCK SEASON: "Old Tracker" is put on the scent of the illusive Mega Buck in a spot backing the Kentucky Lottery's Mega Bucks instant game. The hunter first finds Mega Buck droppings-money-which he shows to the poodle. Later, the hunter belts out his Mega Buck call: "Mooo-laa." Doe-Anderson, Louisville, handles the lottery's advertising. Copywriter: Ed Nearly. Art director: Mike Weston.

PEAK PERFORMANCE: Merrell launches a campaign touting the comfort of its outdoor shoes in February issues of lifestyle magazines including Backpacker, Outside and Men's Health. The advertising also refers consumers to Merrell's Web site (www.merrellboot. com). It's the first Merrell effort from Crispin Porter & Bogusky, Miami, which won the account in December. Copywriters: Tom Adams, Tim Roper. Art director: David Clemans.

IMAGE OF THE WEEK: MCI Communications Corp.'s 1-800-COLLECT continues to target young people with ads featuring single-image, hip themes. Past images from Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, have included a skateboard, a windsurfer and a head with "1-800-COLLECT" coming out of its mouth. Art director: Christine Kilavos.

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Universal Studios broke into the studio store business last month with a flagship unit at Universal CityWalk beside its theme park in Universal City, Calif. The store seeks to bring to life Universal's brand identity, building around its globe logo. Within the 3,500-square-foot space, 3-D displays will showcase key properties. This month, merchandise pertaining to "Hercules" and "Xena" will be highlighted, timed to the direct-to-video launch of an animated movie featuring both characters.


Supercomic Jerry Seinfeld becomes a superhero to Lois Lane in an American Express Co. spot that broke during last weekend's NFL playoffs. The ad from Ogilvy & Mather, New York, stars Mr. Seinfeld and an animated Superman, drawn in the style of Curt Swan, the comic-book hero's principal artist from the '50s through the '70s. When Lois is short of cash at the grocery

store, the Man of Steel can't help because there's no room in his costume for a wallet. Mr. Seinfeld saves the day by offering his AmEx card. Copywriter: Chris Mitton. Art director: David Laden.

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