JUST MOVE IT? CBS FINALLY AGREES TO TWEAK ITS NIKE AD PARODY

          A week after NBC "pulled" an ad promoting the "Mike
     O'Malley Show," which parodied Nike's spot featuring Tiger
     Woods bouncing a golf ball on his club face (see THE DAILY,
     8/10), CBS is "still running its Nike spoof" for the "King
     of Queens" series, according to Lisa de Moraes of the
     WASHINGTON POST.  Nike, which spends "most" of its $350M ad
     budget on TV advertising, has "registered displeasure" with
     both networks over the ads.  Nike Communications Manager
     Scott Reames said that CBS agreed "only to yank the 'Just
     Watch It' line," but will "confer with Nike before
     lampooning its ads in the future."  Reames said the company
     doesn't mind parodies of old Nike ads, just new ones: "It
     diminishes the equity to have people 'drafting off' to do
     their own secondary ad.  We don't mind too much the wink if
     it's not done on an ad we're still running, especially on
     the same network" (WASHINGTON POST, 8/17).