TITLE

Together again

AUTHOR(S)
Vagnoni, Anthony
PUB. DATE
November 1999
SOURCE
Advertising Age;11/1/1999, Vol. 70 Issue 45, p22
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article looks behind the scenes of a television advertising campaign for Web search engine AltaVista Co. that broke in 1999. The advertising campaign represents more than just an ambitious attempt to relaunch one of the Web's early search engine brands. It's also a reunion of sorts for Wielden & Kennedy copywriter Jim Riswold and director Joe Pytka. The result of the collaboration was three spots, all shot in one day. They broke in October 1999 on the NBC World Series broadcasts. The TV spots position the AltaVista as a font of interactive knowledge. Budgeted at $100 million in advertising alone, the effort also represents a new beginning for Riswold. Riswold said that the strategy that Wieden developed for the campaign is all summed up in the tagline "Smart is beautiful." The line articulates the emphasis AltaVista is putting on giving users access to more information on the Web than any other search engine.
ACCESSION #
2489683

 

Related Articles

  • LAST MINUTE NEWS.  // Advertising Age;11/18/1991, Vol. 62 Issue 49, p1 

    Presents news briefs related to advertising in the U.S., as of November 1991. Transfer of the account Weight Watchers Foods of H. J. Heinz Co. to Ally & Gargano; Refusal of Volvo officials to cancel a spot despite complaints from Chrysler; Airing of a condom commercial on Fox Broadcasting.

  • Smarter Is Better. Sampey, Kathleen // Adweek Western Edition;11/08/99, Vol. 49 Issue 45, p24 

    Features the advertising campaign of Web search engine AltaVista. Budget for the campaign; Agency which handled the project; Description of television spots; Indication of its storylines; Inspiration for the campaign.

  • Ad Age/IAG's Top Spots.  // Advertising Age;5/17/2004, Vol. 75 Issue 20, p20 

    Presents a list of the top television advertising campaigns in the U.S. that were aired during the period of April 26 to May 9, 2004. Gatorade; Listerine; Kentucky Fried Chicken; Coppertone.

  • FOR THE RECORD.  // Advertising Age;4/12/1993, Vol. 64 Issue 15, p41 

    Presents news briefs related to the U.S. advertising industry as of April 1993. Acquisition of 20% stake in Discovery Zone by Blockbuster Entertainment; Awarding of an advertising contract to DDB Needham Worldwide for the Drackett brands of S. C. Johnson & Son; Launch of a spot TV for Shell Oil.

  • CHANGE IS THE ONLY CONSTANT. Jacobs, Heather // Inside Film;Oct2005, Issue 81, p26 

    This article discusses the production of television commercials in Australia. Advertising production in Australia is experiencing a downturn, with production houses and advertising agencies having to adapt quickly to an uncertain future. The industry is beset by shrinking budgets, the increased...

  • They Have It, You Want It, Now Get Rid of It. Janoff, Barry // Brandweek;1/9/2006, Vol. 47 Issue 2, p29 

    This article describes the It and Stories TV spots for PepsiCo's Gatorade sports drink. In It, a series of athletes are seen in action as text offers, "It's up here," "It is one yard from here," as a football player rushes toward the goal line and "It is here before anyone else," as a guy shoots...

  • Cosvi proclaims the values of the co-op movement. Albanese, Lorelei // Caribbean Business;6/21/2007, Vol. 35 Issue 24, p60 

    The article features the launch of an advertising campaign by Cosvi, the Spanish acronym for the Puerto Rico Life Insurance Cooperative, under the tagline "We are a team; we are Puerto Rico." The advertisement is a 30-second television sport which conveys the values of cooperativism. Cosvi's...

  • BLOOD COMPLICATED.  // CREATIVITY;Nov2004, Vol. 12 Issue 11, p26 

    The article presents information on two spots that make telling points about sweatshop labor and corporate pollution via the frustrated efforts of first-person narrators. Quick cuts, extreme closeups, file footage that deftly illustrates the script and VO recitations that sound like monologues...

  • Tiger time at Exxon.  // Advertising Age;7/8/1991, Vol. 62 Issue 28, p34 

    Focuses on the advertising campaign for Exxon Corporation's Phase IV gasoline. Introduction of Exxon's tagline; Description of the television spot.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics