LookSmart, San Francisco, a Web directory and search service, today launched a $20 million consumer branding initiative with TV spots airing nationwide in major markets. Radio is slated to kick off in the fourth quarter and print in January. Rathje Chadwick & Co. created the advertising, which features the Beatles' "Help!'' as a theme song. The commercials highlight LookSmart's dedication to providing consumers with quality search experiences on the Web while illustrating its mainstream, family-oriented audience. LookSmart's branding initiative also includes sponsorship of PBS' "The Chefs of Cucina Amore,'' "Great Food,'' "Masterchef USA,'' "Mystery!'' and "Sesame Street.''
Copyright September 1999, Crain Communications Inc.