The campaign -- featuring the theme "Life is Great'' -- is designed to communicate that MSN's U.K. site is relevant and beneficial to users' lives.
The four 30-second ads will run in two six-week bursts, in November and in early 2000. In one ad, a lonely earthworm watches two children playing ball in the garden. He looks longingly at the fun they are having when a garden spade chops him in half. Happily, this enables him to have a partner to play ball with.
The national radio campaign will show the benefits of using MSN's specific products, including the e-mail service Hotmail, plus channels on soccer, shopping and games.
"The Internet is becoming an increasingly competitive arena, but what's key about its growth is that the ultimate benefit to consumers is that it enriches your life. We've worked with the Euro team to create an integrated cross media campaign which takes a light hearted look at life and should bring a smile to the face," says Matt Whittingham, MSN relationship marketing manager.
Copyright November 1999, Crain Communications Inc.