Article Abstract:
Despite a sensitivy towards the word 'shagged,' advertisers have latched on to Austin Powers. They hope that ads featuring the bespectacled British secret agent, played by the American comic actor Mike Myers, will appeal to teenagers and young adult audiences. They point to the success of Mr. Myers previous film, 'Austin Powers: International Man of Mystery,' and the current popularity of phrases from the movie, such as 'Yeah, baby!' as evidence of the character's ability to reach a market segment that is wary of media manipulation. These advertisers see audiences in general viewing Agent Powers' relentless sexual innuendo as playfully hyperbolic rather than offensive.
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Article Abstract:
Minolta Corp., Ramsey, NJ, has contracted with Hill, Holliday, Connors, Cosmopolus Inc., New York, for $10 million to $13 million worth of advertising through Sept 2000. Lois/EJ was the previous agency. The campaign, using the tag line "Do something important" and works by contemporary photographers, promotes both office and consumer imaging and camera equipment. Competitive Media Reporting estimates Minolta spent $4.6 million in 1997 and $7.6 million in 1998 to advertise these products. By comparison, one of the leaders in this market, Canon, spent $73.6 million in 1998.
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Article Abstract:
The Indy Racing League and United States Golf Association are both running million dollar campaigns this summer to increase attendance and lure advertising dollars to the industries. Wieden and Kennedy is representing the Racing League and BBDO New York represents the Golf Association.
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