Marshall Pitches Yamaha to Bikers; Heil-Brice Adds Dot-Com
The Newport Beach offices of Doner, together with Clemenger Harvie, Melbourne, bested three other ad shops last week in a shootout for Mazda Australia’s estimated $20 million advertising account.
Doner’s “Get In. Be Moved” campaign created for Mazda North American Operations will be rolled out over the next 18 months in Australia.
Incumbent Clemenger Harvie, a division of Clemenger Communications Group in Australia and New Zealand, has handled the bulk of the Mazda Australia account for 23 years. Grey Advertising handled the commercial truck business.
Doner and Clemenger competed with Grey, DDB Needham and J. Walter Thompson for Mazda’s consolidated account.
In other Mazda news, the Irvine-based automobile manufacturer has tapped former Jaguar North America marketeer Stephen Odell as its new vice president of marketing and sales, beginning Jan. 1.
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Costa Mesa-based Marshall Advertising & Design cast members of Yamaha Motor Corp.’s Star Touring and Riding Club in its latest print campaign for the Cypress-based motorcycle manufacturer’s 2000 models.
Aiming to share the road with its top competitor, Harley Davidson, Yamaha’s new campaign is the first to identify the company with hardcore bikers.
The company’s own research of its consumers found that “57% of the people who bought a Road Star also considered buying a Harley Davidson,” said president and creative director Diana Marshall.
The ads created for Yamaha’s 1600cc Road Star, the world’s largest V-Twin cruiser, feature a pack of bearded riders wearing sunglasses, bandanas and leather jackets behind the motorcycle with the heading, “You can tell a lot about a guy from the size of his bike.”
The ad for the Yamaha Venture MM Limited features a woman and three men dressed like typical bikers with the tagline: “Built to be trouble-free for five years. Which is more than we can say for some who ride it.”
The final ad in the series is for the Vstars and features four other riders, including a woman. The message: “Declare your independence. Not Chapter 11.”
The campaign includes print, outdoor and TV and it will break in motorcycle enthusiast magazines later this month. The agency is seeking a director and production house to produce a series of three TV spots for Yamaha.
Newport Beach-based Lawrence, Mayo & Ponder recently developed its first TV spot for its fast-food hamburger client, Fatburger, in Santa Monica.
The 30-second spot, which broke in October, will air through the end of the year on CNN Headline News, TNT, ESPN2 and Fox Sports West 2. The commercial, which targets 18-to 34-year-old males, sends the message that other chains’ burgers taste about as good as their toys by showing an actor pouring ketchup on an action figure because it was more appealing than the plain burger he ordered.
Fatburger, whose annual revenue is $10 million, has 36 locations in California and Nevada, including 23 franchises.
The agency also produced a 60-second radio spot that mocks other fast-food chain icons such as Taco Bell’s Chihuahua and Jack in the Box’s ping-pong-ball-headed CEO.
Additionally, Pittman & Associates LLC, an affiliate of Lawrence, Mayo & Ponder has picked up Fatburger’s PR account without a review.
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Heil-Brice Retail Advertising, Newport Beach, won a shootout that included WongDoody in Los Angeles for a new account with StreetZebra.com in Marina Del Rey.
The initial work is estimated at $2 million to $3 million, with the campaign rolling out in Los Angeles and Orange County. Later, the advertising will target approximately 20 other markets. The print and radio campaign will launch in January or February.
The sports and recreation web site helps local sports leagues manage their teams, posts game results and schedules and features a program that allows users to create their own trading cards online. The web site, which has a sign-up fee, also sells sports and recreational products and the company publishes StreetZebra magazine.
Ruby Restaurant Group, Irvine, has hired the Ponzi Group to handle public relations for its futuristic Cosmic Malt Shop millennium float in the annual Tournament of Roses Parade in Pasadena. The work includes print, broadcast and restaurant trade media.
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Huntington Beach-based Quiksilver Inc., has expanded its public relations team and promoted its publicist, Diana Pecci, to director of communications. In her new role, Pecci will oversee Cheryl Myers, PR coordinator, and John Morris, advertising coordinator, and an assistant. The communications department reports to Taylor Whisenand, director of marketing, Randy Hild, senior vice president of marketing and art director Tom Adler.
