GO AHEAD, 'TALK' IN THE THEATER

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Tina Brown's nascent Talk magazine has found a new venue to grab 3 million more pairs of eyes for one of its advertisers. An ad for Aramis' new Tommy Hilfiger fragrance, Freedom, is appearing on 3 mil movie tickets at 72 General Cinema theaters. The ad offers a free sample of the men's and women's fragrance at retail outlets. Creative came from the Freedom launch campaign handled by former Hilfiger agency AG, New York. Talk partner Miramax Films helped link up the magazine with the movie houses for the value-added program. Brian Callaghan, communications director at General Cinema, says the chain had to double the size of its tickets to accommodate the ad. It's the first such program for Talk and for General Cinema, and both want to see some sequel action with additional advertisers. "We intend this to be a turnkey program moving forward in 2000," Callaghan says. Talk assoc. publisher for marketing Jim Winters, who's handling on-ticket sponsorship, says future efforts from his magazine may also put a Talk branding element on the ducat along with the ad, perhaps with a line such as "Talk presents . . ."

'Blair Witch'-ers now haunt adland

Advertising's expropriation of the summer's biggest movie surprise has begun. According to sources familiar with the assignment, Haxan Films, the creative team behind "The Blair Witch Project," has been signed to produce an ad campaign for Planetoutdoors.com. Haxan consists of writer/producer/directors Dan Myrick, Eduardo Sanchez, Robin Cowie, Gregg Hale and Michael Monello. Myrick and Sanchez co-directed "Blair Witch." According to their official Web site bios, all have prior experience in on-air promotions and TV commercials. Crispin Porter & Bogusky, Miami, handles Planetoutdoors.com, which sells outdoor gear and sporting goods. The ads will be shot in New York soon and will include the use of home video cameras, a technique employed to great success in the faux-documentary thriller that has topped $100 million at the box office. The concept for the ad campaign is both clever and ambitious: A group of young non-actors who've never been to Manhattan are being brought to the Big Apple and given camcorders. They'll videotape themselves doing extreme sports activities around the city, and footage will be cut into commercials. Reportedly, they wanted to bungee jump off the Brooklyn Bridge, but the city denied them a permit. Of course, this was after someone tried to sell it to them.

Hard-drivers . . . FT-no see

Amid the 550 donor-players in today's 10th annual AT&T Steven A. Cox Charity Golf Classic is one "six-some" that includes Ed Vick, chief creative officer at Young & Rubicam. Teaming with him are Steve Graham, VP-marketing communications at AT&T; Marv Goldsmith, president-sales and marketing, ABC-TV; Sports Illustrated columnist Rick Reilly; radio celeb Don Imus; and 19-year-old golf phenom Sergio Garcia. Also involved in the tourney, to be played at four New Jersey country clubs, are 111 corporate sponsors; $500,000 will be raised for three kid-oriented charities. . . . Try try again: coming across our desk at Ad Age, a mailing tube from the Consumer & Business Education folks of the Federal Trade Commission. Inside the tube -- nothing.

Got an Adage? Tell Dan by phone, (312) 280-3109; fax, (312) 649-5331; or e-mail,

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