Marketer's Brief: American Girl hits the big stage
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Formica back on TV for first time in 40 years
It’s been 40 years since Formica had a TV commercial. Now it’s back with a campaign from Empower, Cincinnati, featuring Leanne Ford, star of the new home show “Restored by the Fords” on HGTV. It’s part of a two-year creative partnership between Ford and Formica, which will include her creating future collections using the laminate brand in home remodels. The initial TV ad in the campaign shows Formica used for the expected countertop, but also for unexpected uses such as a sliding door with a writable surface, a coffee table and a bed platform. Empower is a media agency, but has built a creative team to do ads that spring from the media work. This is the first national TV ad Empower has done; it was shot near its headquarters in Cincinnati’s Over-the-Rhine neighborhood. Formica and its PR shop CL Relate coordinated the partnership with Ford.
Sharpie goes beyond autographs with athletes
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