Three new print ads for women's Internet sports
retailer Lucy.com, via Ground Zero in L.A., "build the
legend of Lucy," according to Aaron Baar of ADWEEK. In one
ad, Lucy "meets a meadowlark, who tells her 'to free (women)
from the servitude of insidious workout fashion.'" In
another, Lucy "saves three runners suffering from wedgies."
In the third, Lucy "helps a well-endowed woman." Lucy.com
Marketing Dir Vicki Reed: "Wedgies and the battle of the
bounce may not seem like a big deal, but they are issues
that matter to active women." The ads, with "proactive
headlines, amusing block copy and a framed portrait of
Lucy," are appearing in spring and summer issues of women's
magazines. Lucy.com is spending $7-10M on the campaign.
Baar writes to "look for the crusade to continue." Reed:
"Lucy has legs. She gives our company a persona, a history,
a movement and a reason for being" (ADWEEK, 6/19 issue).
OUTSIDE THE LINES: The WALL STREET JOURNAL's Kathryn
Kranhold reports that Bayless Cronin, Atlanta, has developed
five "humorous" spots for ESPN's Great Outdoor Games, which
airs July 27-August 6 and features lumberjack contests and
fishing. One spot is a spoof of the Olympic torch run with
a man in a red-and-black plaid shirt "jogging along a rural
road carrying a lit tree branch who then hands off the torch
to a man in full fishing regalia" (WALL ST JOURNAL, 6/22).