WHO WILL LIVE TO BE 100 IN ADLAND?

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This is "The Advertising Century," says Ad Age (and always there is truth in Advertising Age). So will any longtime agency/client relationships make it to the century mark? Sunkist's move last month to review its account could be the kiss of death for the second-oldest ad marriage, the 92-year partnership with FCB/LA. Close behind Sunkist in longevity is Exxon/McCann-Erickson, dating to 1912. Best prospect to be alive and well at 100? Unilever/ JWT, humming along since 1902. Unilever's recent move to JWT of $100 million in Elizabeth Arden business is the latest sign the marriage is going strong.

febrezekillsdogs.com (and birds, too)

You wanna sell more stuff? Create a need and fill it. Consider, say, the new Web sites registered by Procter & Gamble Co., maker of Febreze odor neutralizer: www.febrezekillspets.com, febrezekillsdogs.com, febrezekillsbirds.com. And, for good measure, febrezesucks.com and ihateprocterandgamble.com. What the devil is going on? Turns out P&G registered the domains in a pre-emptive move after rumors began spreading on Internet newsgroups that Febreze killed dogs as well as odors. P&G, which has received about 10,000 calls, has traced the unfounded rumor back to one consumer. "We're still investigating how the rumor spread so fast," a spokesman says. Interestingly, the rumor began appearing as rivals Clorox and S.C. Johnson were prepping their own Febreze knockoffs. P&G has been facing a boycott over other matters by People for the Ethical Treatment of Animals and other animal rights activists. P&G, though, is not now blaming competitors or animal activists for spreading falsehoods about Febreze.

Bankers can't take a joke

The American Bankers Association, not amused by Kia's tongue-in-cheek Y2K spot, wrote Kia and bank regulators demanding the ad be yanked. The spot from Goldberg Moser shows consumers preparing to withdraw money before the computer glitch cleans out their accounts; the pitchman points consumers to their local Kia store, where "everything's fine." Kia's Jim Sanfilipo thinks the bankers need to lighten up, explaining the spot is "a little satire."

Hal & hearty . . . shop's Lucky day

For the first time in almost a dozen years, Hal Riney showed up at the San Francisco Show to pick up top honors, this time for his First Union commercial epics. After a few self-effacing comments, Riney scanned the audience and quipped, "It's wonderful to see all my old employees in one room." He then borrowed a line from Kirk Douglas, saying, "I hope you guys are all proud of the old man." . . . It looks like Duncan & Assoc.'s Lucky day. The L.A. agency, which handles Albertson's, appears in line to pick up Lucky supermarkets from Grey/LA after Albertson's buys Lucky owner American Stores. Grey is making a bid to save the business. . . . Gentlemen, start your search engines: Web search outfit Northern Light Technology will be title sponsor of a car that hopes to qualify for the Indianapolis 500 race. One way to invest the venture capital.

Got an Adage? Tell Brad by phone, (323) 651-3710, ext. 111; fax, (323) 655-8157;

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