Magazine article ADWEEK

Ask Jeeves Gets 'Intuitive' in Ads, without Butler's Help: TBWA\C\D's Print, Outdoor Position Site as One 'Known for Answers'. (Regional News)

Magazine article ADWEEK

Ask Jeeves Gets 'Intuitive' in Ads, without Butler's Help: TBWA\C\D's Print, Outdoor Position Site as One 'Known for Answers'. (Regional News)

Article excerpt

LOS ANGELES After a year and a half of minimal advertising, search-engine company Ask Jeeves is launching a $6 million print and outdoor campaign from TBWA\Chiat\Day in San Francisco.

"They are known for questions, and we want them to be known tot answers," said Michael Allen, president and director of client services at TBWA/C/D. "They're known for searching, and we want them to be known for finding."

A billboard going up in six cities next month pictures a dog, a shark and a monster and ask viewers to "Find the suitable pet." A taxi-top ad with copy that reads, "Find the kid with glasses," shows the same tyke three times--he wears specs in only one image.

The tagline is, "An easier, more intuitive search. Ask Jeeves to find it."

"We wanted a simple visual way" to communicate 'intuitive,' " Allen added. "It is a hard word to put into other words."

The client's signature butler character, Jeeves, who debuted in a $15 million rollout from Euro RSCG/DSW Partners in 1999, is largely absent from the current effort. The character is now limited to online work.

"He's an asset, but we removed him for the outdoor and print campaign to disrupt people a little bit, get them to think something must be different," said Alexa Rudin, director of communications for the Emeryville, Calif.-based client.

What's different is that Ask Jeeves turned a profit for the first time in the last quarter of 2002 after purchasing the company that makes its search-engine technology, Teoma, also used by InfoSpace, HotBot and Excite. …

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