WHEELING & DEALING TV ADS

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There really is no place to hide when the big, glowing eye comes to you on its own two legs. Laurance Rassin, creative director for Washington-based Adwheels, says his company has developed what amounts to an electronic human kiosk. Flat-screen TVs are now being strapped to Adwheels' fleet of giveaway-dispensing in-line skaters. Michael Ovitz entertainment site Checkout.com was one of the first to use the screen-clad group at the recent "MTV Video Music Awards" in NY. Dozens of skaters rolled around Lincoln Center, handing out bottles of water while their screens showed an animated marketing trailer for Checkout.com.

Lexus' lighter side of safety

Lexus will push safety in four TV spots set to debut this month. The luxury division of Toyota and agency Team One, El Segundo, Calif., will take a humorous tone, showing unsafe drivers -- such as a guy shaving at the wheel or a couple kissing -- with the tagline "Because people drive like this, we built Lexus," said a person involved in the campaign. Lexus officials wouldn't discuss details.

It's year 11 for NBC's PSA push

NBC's public service campaign themed "The more you know" takes heed of the violence at Columbine High and other schools as the PSAs start their 11th season tonight during "Law & Order: Special Victims Unit." Stars such as Debra Messing from "Will & Grace" and Kristen Johnston and Joseph Gordon-Levitt from "3rd Rock From the Sun" try to raise awareness about violence prevention, prejudice and hate crimes in the spots, created in-house. For the first time, the campaign also has its own Web page (www.nbc.com/tmyk), which goes live today.

Creativity cownts . . . UFOffended

FCB and Euro RSCG Tatham have mooooved the public with their creations in this summer's "Cows on Parade" -- 250-plus decorated fiberglass bovine statues that have grazed the concrete prairies of Chicago (Adages, June 21). Users of Chicago Tribune Interactive Media's Metromix (www.metromix.com), an entertainment site, have rated FCB's "Mirroriam" the "Udder Best Cow." Tatham's "PiCOWasso" came in third. . . . BBDO has invited several hundred marketing movers to "an early fall barbecue" -- an Oct. 5 roast of BBDO Chrmn-CEO Allen Rosenshine. Among those planning to brandish their "skewers" are fellow agency chairs Charlotte Beers ( JWT), Phil Dusenberry (BBDO/NY), Peter Georgescu ( Y&R) and Keith Reinhard ( DDB). . . . "UFO lawyer" Peter A. Gersten is blasting R.J. Reynolds for a Winston ad that shows a flying saucer and the caption, "If aliens are smart enough to travel through space, why do they keep abducting the dumbest people on Earth?" Long Haymes Carr, Winston-Salem, N.C., handles the cig's ads. Gersten, director of Citizens Against UFO Secrecy, says on his Web site (www.caus.org) that "CAUS believes that the credibility of abductees is under attack." Finding a silver lining, however, he adds, "I also view this advertisement as an opportunity for all abductees to come out of the cosmic closet." . . . Over 21 and feeling unloved? Call Brown & Williamson Tobacco's toll-free number: (800) 578-7453.

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

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