Get ready for Michael Jackson's "big comeback"-his third in just a decade. Get ready for the tabloid tales (and Michael's press bashing), the family gossip (and another LaToya talk-show blitz), and the marketing: Sony is planning to spend $30 million behind "HIStory Past, Present and Future," a double album. The campaign includes TV and print ads, a movie trailer and music videos. But Wacko Jacko will need more than that to kick-start his career-again. T.N.T.ers: come up with the next Michael Jackson marketing campaign.
And now for the results of Contest #468: We asked you for the next parent of a celebrity to appear in an ad and you procreated these darling offspring:
First Prize: Newt Gingrich's mother for Coca-Cola Co.: "Just between you and me, Newt thinks Pepsi sucks." Matthew Kurowski, account exec, Arnold Advertising Corp., Reading, Pa.
Second Prize: Dennis Rodman, he of the colorful coif, and his mother for Clairol hair coloring-a product a mother and her son can use together. , Cleveland.
Third Prize: Schwinn enlists Vanna White's parents for a TV spot for bicycles. "Our daughter developed her love for spinning wheels at age 6 when she got her first Schwinn." Joel Henkin, senior VP-client services, Bruskin Goldring Research, Edison, N.J.
Honorable Intention: Wham-O! signs a contract with Yo-Yo Ma's mother, hereafter affectionately known as "Ma Ma." She will endorse a new product: "The Ma Ma Yo-Yo." Darren Kuyper, ad manager, Stewarts Inc., Sioux Falls, S.D.
Entries for Contest #472 must be sent by June 12. Send entries to T.N.T. Contest #472, Advertising Age, 6500 Wilshire Blvd., Suite 2300, Los Angeles, Calif. 90048, or fax them to (213) 655-8157. Please include, legibly, your name, title, company, address and daytime phone number on the sheet with your entry. Users of the online Prodigy service can file T.N.T. entries to Ad Age through the Prodigy Bulletin Board. Top three winners win T.N.T.-shirts. Entries become property of Ad Age and cannot be returned.