So what is David Carey's motivation? David is that redhead in the Macintosh iBook spot who says: "I'm a magazine publisher. My name is David Carey." He also happens to publish The New Yorker, and his performance in the Mac spot led the publisher of another weekly magazine to zing: "What, Conde Nast doesn't want any Microsoft business?" Here's a possible motivation: Apple has doubled its paging in The New Yorker compared to last year, according to Taylor Nelson Sofres' CMR. Through April, Apple ran 21 ad pages in The New Yorker, nearly doubling Microsoft's 12 whereas a year ago, Apple ran but 10 pages by April while Microsoft ran 13. Another motivation? Well, David got paid for the gig. "I plan to convert all residual payments into iMac computers that I will donate to children on the Make A Wish Foundation's `waiting list' for wishes," David writes us in an e-mail. "Since many of these kids are homebound with their illnesses, they would love a new computer, and I hope to give away a bunch." Good idea, David.
Spreading the seed
The next big thing in convergence (that is, marrying art and commerce) is the age-old practice of "celebrity seeding," according to Jonathan Holiff, prez and CEO of The Hollywood-Madison Group, which specializes in endorsements and product placement. Seeding is giving product freebies to celebrities (such as director Martin Scorsese, who got a boatload of Philips Electronics products) so that they are seen using them. "Seeding has been around since before we were born," Jonathan says. "But today, we don't send out products to the wind and hope that they stick. We send out questionnaires first to celebrities and find out their interests." And then they ship out the goodies.
Kick the Cannes
Saatchi & Saatchi's bash to celebrate its unprecedented wins of both the press and poster Grand Prix for its risque Club 18-30 ads and the Agency of the Year accolade for most Lions won at the International Advertising Festival last month became so rowdy that students living nearby called to complain about the noisy party. The police closed down the celebration at Saatchi's U.K. agency in London's Soho at about 3 a.m., says David Droga, executive creative director. "Not everyone was at Cannes, so we condensed everything they could have done in a week at Cannes into one night," Mr. Droga says.
The fat of the land
Last week the International Food Information Council launched kidnetic.com, an educational Web site designed to "teach kids and their families how to stay active and lose weight in order to live healthier lives." It is the first part of a campaign to prevent childhood obesity.
And no better way to prevent obesity than to create a Web site that'll keep kids glued to their chairs, right? Leo Burnett USA interactive unit Chemistri developed the site. It also created Kellogg Co.'s Eet and Ern loyalty Web site for cereals, the chocolate Pop Tarts pages on poptarts.com and H.J. Heinz Co.'s splirt.com site for Heinz ketchup. And who is subsidizing the anti-fat push? Natural-food companies? No, the campaign is backed by such fat cats as Coca-Cola, Kellogg, Keebler, Kraft Foods, McDonald's and Sara Lee.
Contributing: Jon Fine, Laurel Wentz and Kate MacArthur.
Celebrity seeds cultivated here: [email protected]