The ad campaigns for the IRL by Wieden & Kennedy (W&K)
and for the USGA by BBDO-NY are examined by Jane Levere of
the N.Y. TIMES. W&K has "created" a $10M campaign for the
IRL, which will run through October. National TV and print
media make up about 70% of the effort, while the "remainder
is allocated" to local TV and print. Five of the 12 30- and
60-second national TV spots broke before the Indy 500, while
four will break next week. Levere calls the 30-second spots
-- with the tag, "You had to be there" -- "irreverent and
entertaining, a tone that is typical of" the agency. IRL
Dir of Marketing & Branding Jeff Chapman: "The equipment,
cars and teams do great, but we knew we needed to formally
launch the product from a marketing standpoint." The USGA
is running two new spots by BBDO during ESPN's and NBC's
U.S. Open and other golf coverage as part of an $8M
campaign, in an attempt to "promote the association's
services and increase membership." One 60-second
"sentimental" spot "suggests" the USGA "handles" golf "with
care" and includes an "800" number that can be called for
membership information (N.Y. TIMES, 6/17).
