Together again

Vagnoni, Anthony
November 1999
Advertising Age;11/1/1999, Vol. 70 Issue 45, p22
Trade Publication
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.


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