Names & Faces: Tampax Scores With Marquee Athlete In Serena

Writer Says Athlete Of Williams' Renown Is Huge For Tampax

In N.Y., Andrew Adam Newman writes while Sony Ericsson WTA Tour player Serena Williams' sponsorship deal with Tampax "strikes some as amusing," it is a "milestone" for Tampax parent Procter & Gamble. Menstrual products "have in the past hired retired Olympics gymnasts" as endorsers, but an athlete of Williams' "currency and renown has never been a spokeswoman." Tampax Associate Brand Manager Courtney Schuster: "A lot of celebrities are not open to working with our brand, and we're thrilled Serena is." Leo Burnett Creative Dir Becky Swanson, whose company is partnering on Tampax' "Outsmart Mother Nature" campaign, said, "Since we launched the campaign, we've been eager to see Mother Nature ambush a celebrity. To find out that Serena was interested was wonderful news because it's not usually a category that people are clamoring to be associated with" (N.Y. TIMES, 9/29).

TELLING A WHOPPER: In L.A., Dan Neil notes NASCAR team owner/driver Tony Stewart during a live Webcast on October 20 will be "hooked up to a polygraph and asked: Does Tony really love Burger King's Whopper sandwich?" The Webcast is the "climax of a monthlong campaign" titled "The Truth About Tony," via Crispin Porter + Bogusky, that "seeks to demonstrate that Stewart actually, really, truly loves eating Whoppers." The Burger King campaign "can easily be taken too lightly ... because it's played for laughs," but "at stake is a fundamental dynamic in celebrity-based advertising." If Stewart's ads for Burger King are "any indication, celeb endorsers are going to have to put their mouths where their money is." Neil: "Michael Phelps better be eating at Subway" (L.A. TIMES, 9/29).

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CLOSE SHAVE: Gillette yesterday launched a new ad campaign featuring Falcons QB Matt Ryan, who appears in a 30-second TV spot, via BBDO, N.Y., touting the Fusion MVP razor. The razor is part of Procter & Gamble's "Official Locker Room Products of the NFL" family of brands. The ad captures Ryan on the field facing sun, rain, wind and snow, and it ends with Ryan in the locker room using the Fusion MVP razor (P&G). Ryan also will promote "Gillette body wash, hair care, antiperspirants and shave gel products" (SPORTSBUSINESS JOURNAL, 9/7 issue).

IT DOES A BODY GOOD: In Denver, Penny Parker reports Nuggets G Chauncey Billups is the "latest celeb to pose with a milk mustache," and "one of his 'stache shots is chocolate milk." Billups' print and billboard ad will be unveiled today at 3:30pm MT at Pepsi Center. Campaign spokesperson Katie Montiel said Billups is "definitely Mr. Colorado guy," and he has a "really good reputation" (DENVER POST, 9/29).

SAFETY MESSAGE: Crown Royal and parent company Diageo have partnered with The Century Council for a 30-second national PSA reminding adults 21 and older to drink responsibly when tailgating. Fox' Jimmy Johnson headlines the PSA, which opens in front of Cowboys Stadium with Johnson tailgating with friends. In addition to the national spot, a localized PSA will air in Texas as well as during Cowboys home games (Crown Royal).