Britannica.com breaks a $37 million campaign this week as parent Encyclopaedia Britannica puts a massive amount of content online for free at its new ad-supported site. The branding campaign, themed "What's on your mind?," features TV, print and online ads. A separate promotion will give $10 million to charity. Print ads, which feature actor Peter Fonda, writer Norman Mailer and singer Seal, were shot by Veronique Vial; TV spots directed by Mark Pellington feature Mr. Mailer, Seal and actress Lili Taylor. The campaign via Deutsch
, New York, asks celebrities to reveal what's on their minds and look up the answers on Britannica.com.
Copyright October 1999, Crain Communications Inc.