[iwar] Re: Drug Czar's anti-Bin Laden SuperBowl ads

From: televr (yangyun@metacrawler.com)
Date: 2002-02-04 20:38:28

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Date: Tue, 05 Feb 2002 04:38:28 -0000
Subject: [iwar] Re: Drug Czar's anti-Bin Laden SuperBowl ads
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The Drugs-Terror ads in streaming format:
http://www1.theantidrug.com/drugs_terror/ads.html

--- In iwar@y..., "televr" <yangyun@m...> wrote:
> WHITE HOUSE BUYS ANTI-TERROR SUPER BOWL SPOTS
> http://www.adage.com/news.cms?newsId=33931#
> Biggest Government Ad Buy Ever for a Single Event
> January 30, 2002
> QwikFIND ID: AAN12D
> By Ira Teinowitz
> 
> WASHINGTON (AdAge.com) -- The White House anti-drug advertising
> program will break two anti-terror ads on the Super Bowl in the
> biggest single-event
> government advertising buy in U.S. history.
> 
> [White House spending $1.6 million each for two TV spots.]
> 
> 
> Media buying sources say the White House Office of National Drug
> Control Policy will likely pay over $1.6 million per spot. The drug
> office will get free matching spots from Fox Broadcasting Co. in other
> high-profile events.
> 
> Outside normal channels
> The drug office will use the Super Bowl positioning to break a new
> campaign, developed by WPP Group's Ogilvy & Mather, New York. It is
> the first major effort created since the start of the drug office
> advertising program in 1997 that goes outside the normal channels of
> the Partnership for a Drug Free America.
> 
> Two 30-second spots produced by award-winning iconoclastic British
> director Tony Kaye suggest illegal
> drug sale profits may help fuel terrorism. Neither the drug office nor
> Ogilvy would discuss the ads, and the drug office also declined to say
> why it didn't develop the creative with the Partnership.
> 
> [Tony Kaye dressed up as a sleeping Osama bin Laden. 
> Read the Kaye profile in Ad Age's Creativity.
> http://www.getcreativityspots.com/archive/jan1802.html ]
> 
> 
> 
> The drug office also declined to comment on why a British director is
> producing such a prominent campaign from the American government.
> 
> Mr. Kaye is director of commercials and U.S. feature films such as New
> Line Studio's American History X. He has occasionally dressed as Osama
> bin Laden in appearances in New York comedy clubs.
> 
> Attempts to reach Mr. Kaye's agent were unsuccessful.
> 
> By law, media companies that want some of the ad buys must provide a
> free ad or something of equal value for every paid ad. Lately the drug
> office has shrunk the alternatives to providing a free ad.
> 
> Unsold Super Bowl slots
> Fox has been having trouble selling
> Super Bowl spots this year as the economy and the availability of
> other marquee events like the upcoming Winter Olympics vie for
> attention. Fox has two to three spots left to sell as of today and
> hopes to have the rest sold in the next two days, according to sources
> at Fox.
> 
> Normally the Partnership develops themes for the drug office ads and
> then selects ad agencies to produce the ads. Up to now Ogilvy managed
> the account and bought media time with media shop MindShare and produced
> some minor ad creative for niches or publications in which Partnership
> creative didn't fit. Ogilvy's only big creative work on the account
> had been done as part of an effort for the Partnership.
> 
> The drug office ads will be only the second time in recent years that
> the government has run national advertising on the Super Bowl,
> although the agency had bought local spots during the game. In 2000
> WPP sibling Y&R Advertising, New York, spent slightly less than $1.5
> million for a single ad for the Census Bureau on the Super Bowl. That
> year Super Bowl ads were selling for between $2.3 million and $3
> million. This
> year they have been selling for far less.
> 
> 
> Ogilvy's last hurrah
> For Ogilvy, the creative on the Super Bowl could be a last hurrah on
> the campaign. Accounting and billing issues that have resulted in an
> ongoing criminal investigation of the agency has prompted the drug
> office to put its account into review.
> 
> The selection of a winner is expected in March. Ogilvy remains among
> the competitors for the account.
> 
> Wayne Friedman and Richard Linnett contributed to this report.


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