MUSCLES FOR A NEW MILLENNIUM

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"Futurama" alien babe Leela brings fitness into the new millennium in the Nov./Dec. issue of Women's Sports & Fitness, on newsstands this week. The Conde Nast title has run celebrity workouts before, but this is the first time the celeb has been of the animated variety. In fact, asserts Editor in Chief Lucy Danziger, Leela is the "first cyclops that's ever been a fitness model." The piece even includes a short Q&A with the star of the new Fox TV show from "Simpsons" creator Matt Groening. Women's Sports & Fitness will be flexing its own muscles next spring. Danziger says the title's rate base will climb 37% to 650,000 in March and frequency will increase to 10 times a year from six.

It's OK to break out of the Box

Jack in the Box isn't worried that its agency, Kowloon Wholesale Seafood Co., Santa Monica, Calif., has taken on a second client, online insurance company eCoverage.com. The burger chain's hugely popular clown-headed CEO character Jack will get more than enough attention from agency principal Dick Sittig. "I think it's actually healthy," Robert Nugent, president-CEO, told Ad Age during a break at an investors conference in New York last week sponsored by BancBoston Robertson Stephens. "Dick has so much creative energy that I'm concerned if he doesn't have other outlets for it, he could perhaps not be as effective." Kowloon will be introducing Jack to new markets as the 1,500-unit West Coast chain starts pushing east this week with the opening of its first restaurant in Charlotte, N.C.

Warm regards at Rosenshine roast

It's hard to roast genuinely nice people, but the agency bigwigs who took shots at BBDO's Alan Rosenshine last week did an admirable job. The American Advertising Federation event was held at New York's Tribeca Rooftop, and roasters included Y&R's Peter Georgescu, DDB's Keith Reinhard and BBDO's Phil Dusenberry. David Abbott, of Abbot Mead Vickers/BBDO fame, got in the sharpest digs and drew the biggest laughs. Most of the ribbing revolved around Rosenshine's charisma (or lack thereof), fashion sense (ditto), balding pate and authorship of the Chiquita banana jingle. Reinhard, appearing by video, also spent some time on the spit. Dusenberry said Rosenshine named his boat DDB "because he's always bailing it out."

Still Lucky . . . Millennioops

Lucky Vanous, the male model who made beefcake and Diet Coke a TV snack five years ago in a spot from Lowe & Partners/SMS, New York, is back on TV. In the 1994 spot, Vanous appeared as a hunky construction worker -- now he's Special Agent Michael Bowman, who goes undercover as a trucker in "18 Wheels of Justice," the first series produced by TNN. The cable network boasts it's Vanous' first starring role. . . . Joining the Millennium Misspellers is Elizabeth Arden, with a print ad for Millenium Energist Revitalizing Emulsion. Arden agency J. Walter Thompson USA, NY, though, wins the spelling bee since the ad copy urges: "Energize your skin with the new star of the millennium." . . . Heard on the streets of San Francisco: rumors that The Gap might acquire troubled neighbor and rival Levi Strauss & Co.

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

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