The formerly staid Ma Bell hatches a secret offspring

Article Abstract:

AT&T Corporation has introduced a new brand, Lucky Dog Phone Company. The provider began television advertising the so-called company on 6 October, 1998. The spots, designed by Young & Rubicam, air in 18 markets including New York and Los Angeles and do not mention Lucky Dog's relation to AT&T. They instead include a $1 million sweepstakes and attempt to appeal to a youthful consumer by suggesting an anti-establishment sentiment. Through Lucky Dog, AT&T markets its dial around service known as 10-10-345, which charges callers a 10 cent fee and 10 cents-per-minute on each long-distance call they make. The Lucky Dog promotion will include the giving away of 345 prizes on a daily basis.

Comment:

AT&T launches TV ad campaign for Lucky Dog Phone Company, a "new" long-distance service

Wired Telecommunications Carriers, Long Distance Telephone Svc, Promotion, Psychographics, AT&T Corp., Long distance telephone services, Young and Rubicam Inc., Lucky Dog Phone Company

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Provident hopes using a different name for its disability insurance will increase its sales

Article Abstract:

Provident Companies Inc. is launching a new advertising campaign for its disability insurance with the theme "Protecting everything you work for." The television and print ads by Saatchi and Saatchi North America will cost $10 million between Labor Day and the end of the year, and $25 million annually after that. Provident is the largest disability insurer, and its new campaign will try to broaden the appeal of the product to middle income workers. To lessen the anxiety disability insurance tends to evoke, it will be referred to as "income protection" insurance and framed by warm portrayals of office and factory workplaces.

Comment:

Launches a new ad campaign for disability or "income protection" insurance

Direct Health and Medical Insurance Carriers, Print Media, Campaign Themes, Income Loss Insurance, Slogan, Company Profile, Disability insurance, Provident Companies Inc., Saatchi and Saatchi North America

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A Volkswagen spot has not one, but two punch lines

Article Abstract:

"Brief Encounter" is the VW Passat commercial that was launched in January for an interrupted run on television, is back on the air and could well be contributing to Passat's banner sales. The ad where a man and a woman pull up to a stop to discover they drive identical cars exchange a look. Then his back seat passenger is revealed. Then her back seat passenger is revealed. It could be an award winner at the Clios in May. The ad was created by Arnold Communications of Michigan.

Motor vehicles and car bodies, Automobile Manufacturing, Sedans, Automobiles and other motor vehicles, Autos & Motor Vehicles Whsle, Automobile and Other Motor Vehicle Wholesalers, Marketing, Automobiles, Advertising, Wholesale industry, Wholesale trade, Abstract, Automobile industry, Automotive wholesalers, Volkswagen of America Inc., Arnold Communications Inc.

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