A new commercial titled "World Cup," breaking Saturday, is beingbilled as a classic battle between experience and youth. In the newspot from Dieste/Dallas for Sierra Mist, veteran soccer sensationPele is pitted against the sport's newest up- and-coming sensation,14-year-old Freddy Adu. Sierra Mist is the official drink of MajorLeague Soccer and the title sponsor of the MLS All-Star game.
In the spot, set on a soccer field on an extraordinarily hot day,Pele and Adu compete for the last Sierra Mist left in a cooler. Thework was originally planned as a Spanish-language commercial, but anEnglish-language version was added to the mix because of theperceived popularity of both athletes.
Pele is the only three-time world champion in soccer and the onlyplayer to score more than 1,000 goals in the history of the sport.Adu, the youngest player in the MLS and the youngest athlete to turnpro in American team sports in a century, was the number one draftchoice by D.C. United in January.
The new Sierra Mist commercial first airs during Adu's MLS debutSaturday, when he and D.C. United play the San Jose Earthquakes.
Sanford supplies Foohy
as name for new school products
Foohy is the catchy name attached to a new brand of schoolsupplies for tweens aged 8 to 13 from Bellwood-based Sanford, a unitof Newell Rubbermaid.
To play up the oddball name, Sanford is launching a month-longpromotion inviting kids to share their favorite form of April "Foohy"via the new Web site www.foohy.com, where youngsters also will findinteractive games and a soundboard that can create and record uniquenoises.
The promotion kicked off Thursday, which the company announced itwas renaming "April Foohy Day." Colorful prints ads will support theeffort to get kids to bond with the Foohy products.
Local firm designs bottles for 2 new flavored rums
Image means a lot in the high-end liquor business. That's whyMount Gay rum turned to MLR Design/Chicago to create all-new bottledesigns for two flavored rum line extensions -- Mount Gay Mango Rumand Mount Gay Vanilla Rum -- that start rolling out in stores and atbars this month.
MLR's look for the new rums includes a translucent glass bottleand brightly colored labels intended to add a touch of sophisticationto the product inside. The rums and the packaging are both aimed at24- to 39-year-old liquor connoisseurs with a more adventurous mind-set.
To be sure MLR had found the right look, Mount Gay polledconsumers. More than three out of every four respondents reportedlydescribed the packaging as "stylish and up-to-date" or "refreshing."
Red touted in pretty colorless spot for M&Ms
Red gets its turn in the spotlight in the latest commercial fromBBDO/New York heralding the return of color to M&Ms after a winterwhen all color disappeared.
Guest artist/director Alexander Gelman came up with the conceptfor the 15-second spot, which doesn't have a heck of a lot of punch.All we get is a group of M&M's arranged in a grid that twirl aroundand shift position a bit as they morph from brown to red and backseveral times.
It's a fairly uninvolving bit of schtick that is a letdown, comingin the wake of last month's "River of Chocolate," which featured anundulating sea of M&M's that magically changed color to the rhythmsof the '60s tune "Color My World."
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