TITLE

J&J to polish public image with celeb ads

AUTHOR(S)
Goetzl, David; Snyder, Beth; Ross, Chuck
PUB. DATE
October 1999
SOURCE
Advertising Age;10/18/1999, Vol. 70 Issue 10, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the advertising campaign to be launched by Johnson & Johnson Co. The company will use celebrities in a new campaign to elevate its stature as a trusted and benevolent company. The healthcare conglomerate is producing a corporate-image TV campaign featuring author Toni Morrison, singer and composer Randy Newman and actors Christopher Reeve and Ray Romano. The four commercials are expected to feel like public service announcements and promote child-oriented themes while conveying the good corporate citizen message. For example, Morrison, a Pulitzer-prize winning author, is expected to plug the importance of reading to a child; Reeve, who was paralyzed in a 1995 horse-riding accident, will plug the merits of faith; and Romano, a comedian star, will speak about the joys of laughing with a child.
ACCESSION #
2381637

 

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