AVP Creating Unique Ad Campaign To Promote '09 Tour, Players
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Kerri Walsh Among AVP Players To Be
Featured In Tour's New Ad Campaign |
The AVP's '09 ad campaign features "close-up photographs of its volley girls and volley boys in all their muscled, sun-tanned glory," according to Stuart Elliott of the N.Y. TIMES. Players Phil Dalhausser, Holly McPeak, Mike Morrison, Todd Rogers, Sean Scott, Tyra Turner and Kerri Walsh are among those featured in "print, online and outdoor advertisements ... dressed (or undressed) for work." One ad that may be the "most revealing of the lot" features a model in a pose that "offers a rear view of a young woman clad in a bikini that is about the size of a diaper." The campaign has a "budget estimated at more than $500,000" and is jointly created by AVP and by Project Design, California. AVP VP/Business Development & Legal Affairs Kristine Lefebvre said that the goal of the campaign is to "present the coming tour 'in a way that's attention-grabbing as a life style event that happens to have the greatest athletes participating.'" Lefebvre added that the campaign "seeks to take advantage of all the attention volleyball received" during the '08 Beijing Games. Lefebvre: "We've had more brand awareness, and more sport awareness, than at any time in our history. We want to keep the ball rolling." Lefebvre said that whether players "grab attention gratuitously or gloriously, 'everyone is going to have an opinion.'" She noted the campaign is a "celebration of the human form. I wouldn't consider it cheesecake art." Elliott noted McPeak "endorses the approach the ads take." McPeak: "I said, 'Wow, it's eye-grabbing.' I didn't find it racy." Project Design co-Owner Jessica Schulman Edelstein: "We wanted to make sure we walked the fine line between the athleticism and the sensuality" (NYTIMES.com, 3/16). CNBC.com's Darren Rovell reported the ads "will be running in each of the markets where the tour will stop this year" (CNBC.com, 3/16).
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