PRESTONE KICKS OFF $12 MILLION ANTIFREEZE CAMPAIGN

Fox Football's 'Weather Girl' Returns as Pitchwoman

By Published on .

DETROIT (AdAge.com) -- Honeywell's Prestone Products will launch its $12 million antifreeze campaign Sept. 23 on national cable TV with a campaign from McCann-Erickson Worldwide.

The Interpublic Group of Cos. agency, based in Troy, Mich., created a pair of 30-second spots featuring returning spokeswoman Jillian Barberie, the "Weather Girl" on Fox's NFL pregame show.

Two spots
The marketer introduces

Related Stories:
FOX FOOTBALL'S 'WEATHER GIRL' TOUTS PRESTONE

PRESTONE ANTIFREEZE TEAMS WITH NFL

its new Prestone Quick Fill antifreeze in one commercial while in the other spot, Ms. Barberie tells a businessman to use the pennies he saved on his "no name" antifreeze to call a tow truck for his failed vehicle on a cold winter night.

The media buy is primarily national cable TV networks, although it includes national pro football broadcasts on Fox plus spot buys in 16 markets on Fox and CBS affiliates during NFL games. Prestone inked a partnership with the NFL last year.

Account move
Separately, Honeywell's consumer products unit is moving its $10 million Fram and Autolite car parts account to McCann's Troy office without a review. Havas' Arnold Worldwide Partners, Boston, had the account since 1986.

In this article:
Most Popular