PM launches $100 million TV campaign to highlight good works

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Criticized for its tobacco products, Philip Morris Cos. on Oct. 13 takes to the airwaves to highlight its charitable works.

Four spots, one :30 and three :60s created by Leo Burnett USA, Chicago, will run on prime-time TV, one each on PM's work promoting hunger relief (the :30) and disaster relief as well as one calling for an end to domestic violence, and another recalling PM's initiatives to keep tobacco out of the hands of children.

No radio or print will accompany this launch, although PM has used print advertisements to highlight its good deeds.

The TV spots coincides with the launch of New York-based PM's corporate Web site, (www.philipmorris.com).

Copyright October 1999, Crain Communications Inc.

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