Yahoo will launch a new brand marketing campaign this week, according to a lengthy report in Media Daily News. It’s the first major effort by the new CMO, Cammie Dunaway. The theme is “Yahoo is the life engine” and it features a number of “minor celebrities” like former CA governor Gray Davis.
Perhaps the most charming of the initial group is a spot featuring former California Gov. Gray Davis paired with a junior high school student who uses Yahoo! mail to convince her schoolmates to elect her as eighth-grade treasurer. With “Hail to the Chief” playing in the background, Davis introduces himself and says he’s using Yahoo! to look for an agent, suggesting that if a former actor can be governor, maybe a “former governor can be an actor,” although he doesn’t think “action/adventure” would be his genre. The spot closes with Yahoo! as a “Job engine, mail engine, life engine.” The creative strategy presents the audience with two different demographics, each using Yahoo! to achieve a task or to enrich a passion.
In other news, Yahoo and its Overture subsidiary won some new business last week, including stealing CNN’s search biz from Google, and adding a deal with the WSJ and renewing and extending its deal with ESPN. Release in extended entry.
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