T'Wolves Launch Offbeat Campaign Promoting Love For Award

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The T'Wolves have launched a campaign promoting F Kevin Love for the Rookie of the Year Award. The campaign, entitled "Mr. Love," features Love's image on a bottle of "Mr. Love Miracle Glass Cleaner." Love also filmed an infomercial for a glass cleaning kit, which is being sent to more than 120 media members who vote on the award (T'Wolves). In Minneapolis, Brian Stensaas writes the campaign, which was devised by the T'Wolves promotions staff, "overembellishes those quirky television spots (think the Snuggie or ShamWow)," and the end product "teeters on corny." But the idea to "get the word out about Love is sincere," and the "added awareness for Love can't hurt." Stensaas notes Love, who "wasn't shy early this season about his want to endorse products for real," "pulls off the faux commercial well for all to see" (Minneapolis STAR TRIBUNE, 4/3). The AP's Jon Krawcynski wrote the video portion of the campaign "features highlights, stats and plenty of infomercial cheese" (AP, 4/2). Ballots for the award "were sent out this week and are due April 16, after the end of the regular season" (ST. PAUL PIONEER PRESS, 4/3).