Ad Track: Big red umbrella returns


The red umbrella is back as the Travelers trv logo in a big — really big — way in a 60-second TV ad for the insurance business. Citigroup c tried to make the 138-year-old icon an image for its whole company after the 1998 Citibank-Travelers merger. It even kept the logo after shedding the Travelers' insurance businesses. Last year, it gave up, rebranding itself "Citi" and selling the logo back to Travelers.

In the ad, a British-looking fellow in a bowler hat and vested suit uses his 35-foot red umbrella to shield children from the rain, to be a ferry boat for stranded circus workers and, Mary Poppins-style, to fly home a boy and girl whose bicycle broke down. In the end, he returns to a Travelers office.

The message brings the umbrella back to insurance: Travelers is "there when you need it."

Slighting Sarah.

Thanks to a Universal Pictures ad campaign, women named Sarah Marshall have been getting an earful of trash talk. Thousands of outdoor ads have gone up in cities to plug upcoming movie Forgetting Sarah Marshall about a guy dumped by — you know it — a woman named Sarah Marshall. The posters have sayings such as "My mom always hated you Sarah Marshall," and "You do look fat in those jeans Sarah Marshall."

Sarah Marshall Russ, who lives in Austin — where ads were not even posted — has been asked by friends if her ex-husband was behind the posters. As for use of her maiden name: "I think they should give me a free pass."

Sarah Marshalls get relief this week. Signs are coming down as the campaign moves to a new phase, says marketing and distribution President Adam Fogelson.

Pretty in pink Mustang.

Ford f is accelerating its effort for breast cancer education and research. It will double its contribution to the Susan G. Komen Race for the Cure to $500 for each 2009 version of its special "Warriors in Pink" Mustangs ordered by a dealer.

Ford rolled out the latest Warriors-theme Mustang — which goes on sale this summer — at last month's New York auto show. Because of response to the 2008 version, "We knew we needed to continue offering the package, and we're happy to be able to increase our support for the Cure," Connie Fontaine, experiential marketing manager, said in a statement.

The Mustang V-6 Premium coupe or convertible comes in black, silver or white and has its own grille, pink striping and "Pony" badge. Inside, the mats have a pink ribbon symbol, and the leather seats and wheel have pink stitching. The price has not been set, but the 2008 Warriors model ranges from about $26,000 to $28,000, depending on options.

Last year, Ford sold 1,321 cars to dealers, donating $330,250. Ford says the company and its dealers have made more than $95 million in cash and in-kind contributions to the cause in the past 14 years.

Pass the pancakes.

Mrs. Butterworth is back, with new ads that show the anthropomorphic bottle chatting about her syrup's "buttery" taste. Owner Pinnacle Foods is footing those ad bills, but the first lady of pancakes has also been getting free publicity of late. Mrs. Butterworth was mentioned in a Kanye West song and was featured in a TV ad for insurer Geico. She was also an answer in The New York Times' crossword puzzle, says Pinnacle President Bill Toler.

Trade-ins wanted.

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