VIEWPOINT;SUPER BOWL FAVORITE;NOT FAIR TOFAIRCHILD; INTERNATIONAL TREAT;THE ONLINE NAME GAME

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I was both surprised and dismayed that you did not mention what was, in my opinion, the best new ad unveiled during Super Bowl XXX in your "Wieners & losers" ad review (AA, Jan. 29).

While Bob Garfield awarded 21/2 stars to the McDonald's dinosaur ad, I would have awarded 4 stars to the McDonald's baby ad, featuring a baby in a rocking carriage smiling and crying alternately. When the camera switches viewpoints, it becomes clear why the baby is doing this. The Golden Arches are in view to the baby only when it is rocking in an upward position, so it is happy then.

My friends and I laughed hysterically when we saw this ad, and it received the unanimous vote for Best Super Bowl Ad. (The Budweiser frogs were No. 2).

Daniel Gingiss

Philadelphia

Your headline on Bob Garfield's review of Super Bowl commercials, "Wieners & losers," rates a minus four stars. It sets a new standard for triteness.

But you didn't stop with that banality. Bob went on to "lack sizzle" and "lunchmeat" and "bunch of baloney." Geez, what's next, "Tippecanoe and Tyler, too?"

Arnie Freeman

San Francisco

Your Feb. 5 issue contained a speculative story by Keith Kelly regarding the possible sale of Fairchild Publications and/or all of our publishing operations. Because Disney has a "no comment" policy regarding rumors, there was no way the article could contain a non-qualified rebuttal. So your readers were left with "rumored to be on the sale block in order to help soon-to-be owner Walt Disney Co. pare debt .*.*. many on Wall Street think a sale is all but inevitable .*.*. Industry executives expect a wide range of potential suitors .*.*."

I called Keith Kelly [the following] Wednesday afternoon to tell him that [Disney CEO] Michael Eisner had announced Tuesday that Disney planned no asset sale whatsoever, except as required by the federal government. That was the first definitive comment by our new owners on the subject and I wanted him to know it first.

So what happens? Absolutely nothing. Your Feb. 12 issue is totally silent on the entire matter. Whether mention was made on your fax service, which I don't get, is immaterial, since clarification was needed in your regular product.

Philip J. Meek

Senior VP and President-

Publishing Group

Capital Cities/ABC

New York

I was really thrilled to find the supplement Advertising Age International inside my Jan. 15 issue.

It was a real treat! Such diversified information coming from all over the planet made me feel like part of a real Global Village, where changes taking place thousands of miles away could be analyzed immediately, enriching and broadening horizons.

Unfortunately, I was very disappointed to notice that the same supplement didn't feature in this week's issue. Why not?

Marcelo Oliveira

Art director, Editora Abril

Sao Paulo

Editor's note: At present, Advertising Age International is published monthly. It is distributed to Ad Age's U.S. subscribers on request, and to all foreign subscribers.

Your story RoadKill: Bits & Bytes (AA, Feb. 5), about Grey Interactive placing a Sprint ad under the keywords "AT&T" and "MCI" on Yahoo! is incorrect in stating that this is the first "Web ambush" in interactive marketing.

As the only search engine that enables advertisers to purchase their competitor's name as a keyword, Lycos has been using-and encouraging-our advertisers to use this strategy since last August.

Smart-thinking agencies have used this tactic very effectively on Lycos: Modem Media's AT&T client benefited from owning the words "MCI" and "Sprint"; Ogilvy & Mather's IBM client promotes the OS/2 operating system under the keywords "Windows" and "Microsoft" and on and on.

In selling online advertising we immediately suggest a company purchase their own name and all their product names, otherwise the competition will. The ability to fine-tune your advertising to groups with highly specific interests is what makes Internet advertising so exciting .*.*. and dangerous.

Bill Townsend

VP of Advertising, Lycos

Marlboro, Mass.

Correction

In "The battle for black accounts" (Feb. 5, P. 14), UniWorld Group won Ford Motor Co.'s black-consumer marketing account, which Burrell Communications Group previously handled, not vice versa.

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