The ads from agency Leibler-Bronfman Lubalin, New York, are tagged "A regular guy who happens to design great clothes," and feature Mr. Chereskin in his unassuming sports clothes playing chess, hailing a cab and watching football with friends. The headline reads: "Not Ronald. Not Ronny. Just Ron."
The Times Square postings will be supported by other transit, bus shelter and phone kiosk advertising.
'THERE IS A RON CHERESKIN'
"We want to let people know there is a Ron Chereskin and that there is a real designer behind the clothes," Mr. Chereskin said. "We want it to be accessible."
The outdoor drive will be followed by print ads next year in consumer magazines, including Esquire, GQ and Men's Health.
"We're trying to create a relationship between the Chereskin name and the consumer," said Peter Lubalin, creative partner at Leibler. "We want to get his name out in a way that's memorable and in a way that people can relate to."
Because of his limited ad budget, Mr. Chereskin said he realized the outdoor effort would help create awareness more effectively than print advertising.
"We'd get lost in eight pages of Calvin and nine pages of Ralph and Tommy," he said. "We wanted to capitalize on the tourists. We still believe in" the men's books.
The company is working on a possible partnership with a major retailer, a credit card company and Men's Health, to run an essay contest for "regular guys" -- to