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Figure that 133.4 million people watched the Super Bowl. Figure that 133 million ignored the call in Intel's whodunit spot to vote on the Web to determine what spot Intel would run in the fourth quarter. But given that some 17 million U.S. homes are hooked up to the Web, Intel ad boss Ann Lewnes says, the votes translate into a respectable 2.3% response rate for homes with Web access. "We were really happy with the numbers," Lewnes says. "We saw that we could actually generate action on the part of a viewer to go out and do something without an offer and in [the middle of] an incredibly exciting [game]. Those things demonstrate that this is a formula that can work, not just for Intel, but obviously more broadly." Such as? "If J.R. were shot today, it might have been interesting to see what Internet respondents would have said and have that person actually be the murderer." Intel is scoping other ways to mesh Web and TV ads. One interesting move by the tech trendsetter: Intel last year yanked its Web address from its ongoing TV campaigns. "Our URL is our name," Lewnes says. "We figure people are smart enough to find `' "

Si gloms on

to "Glamour"

Conde Nast CEO Si Newhouse's public conversation usually is limited to quiet chats over a meal with his editors and publishers. But last week he stood before a microphone in front of 700 people at NY's Waldorf-Astoria to present a Henry Johnson Fisher lifetime achievement award to Glamour's Ruth Whitney. Si drew chuckles with his opening remarks, noting, "There's a rumor I'm not a comfortable public speaker. It's not true." Why, Si noted, he gave a public speech before this very crowd only 15 years ago. He got the biggest laugh, however, when he said Glamour's close connection with its readers was perhaps best portrayed by the episode of "Seinfeld" in which the character George is caught, um, interacting with the glossy monthly. Not that there's anything wrong with that.

Something for

her, not him

So where might Bill C. buy gifts for Monica L. if he were so inclined? Consider a commercial SF's Citron Haligman Bedecarre did in 1996 for Macy's. In the spot, you see the backs of three men in an elevator, presumably Clinton and two Secret Service suits. An elevator operator opens the door at different floors, for things like housewares or electronics, but the trio doesn't budge. When the lift rings at the lingerie floor, the three get off.

Just Blue it . . .

life with Roseanne

Some readers were startled to hear Nike's Super Bowl apparel spot use a bit of music first heard in a spot years ago from then-stodgy Big Blue. "Nike imitating IBM. What has the world come to?" one e-mailer asked. . . . One of Steve Davis' first tasks as Wells' new CEO was going to meet the clients. On the list: Steve Davis. That's the head of marketing at Heineken USA. Right name, but Heineken could be a beer bust for Wells as other shops try to break in. . . . Buffeted by Roseanne? Tom Arnold, appearing at NFL Properties' awards gig, on being married to his ex: "It pays $10 million, and it's all you can eat."

Compiled by Bradley Johnson with news from Mercedes M. Cardona, Alice Z. Cuneo, Jeff Jensen and Scott Donaton.

Got an Adage? Tell Brad by phone, (213) 651-3710, ext. 111; fax, (213) 655-8157; or e-mail, [email protected]

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