Marketers whip up a storm of Indiana Jones tie-ins

Working with travel site Expedia, Kraft will sponsor a giveaway of 10 adventure trips to the Southwest and Mexico.

• Burger King. Starting May 12, BK will offer an Indy Whopper with two burger patties, spicy sauce, bacon and pepper-jack cheese. It's an "adventurous" concoction Indy would favor, says Brian Gies, vice president of marketing.

Stores already have posters of BK's King character dressed as Indiana Jones, including a leather jacket, fedora and whip.

"It's a powerful movie franchise," Gies says. "There's a legion of fans out there for Indiana Jones."

• Dr Pepper. As part of a "Passport to Explore" sweepstakes, the Cadbury Schweppes brand will offer prizes such as movie tickets, Indy T-shirts and, with partner Expedia, Indy-themed vacations that include airfare and hotel plus activities for destinations in Egypt, India, Jordan and Peru.

"We have lined up different adventures such as horseback riding and mountain climbing and things that Indy himself would do," Alt says.

• Expedia. In addition to working with Dr Pepper and Lunchables to develop their cross-promotional trip giveaways, the travel website also will conduct its own Indiana Jones-theme sweepstakes with adventure trips as prizes. Expedia also will begin selling Indiana Jones-inspired adventure travel packages on Thursday.

Also new and notable:

Carrie carries water for Glacéau.

Carrie Underwood, who won the American Idol contest in season four, has joined season one winner Kelly Clarkson in the trickle of American Idol winners into endorsements for Vitaminwater, made by Glacéau, which is owned by major Idol sponsor Coca-Cola.

Underwood's debut in a Vitaminwater ad this summer will be a big-screen production, but it won't be a solo performance.

Earlier this month, she joined fellow Glacéau endorsers rapper 50 Cent, baseball pro David Ortiz and basketball phenomenon Dwight Howard to film Vitaminwater's first ad for movie theaters. The celebrities appear as cosmonauts being trained by an inept Russian supervisor. The humorous spot will run on more than 33,000 screens in 5,000 theaters.

Tell them your favorite TV ad

The One Club, a non-profit group that promotes creativity in advertising, wants real people to weigh in with their picks for 2007's best TV ads. For the upcoming annual One Show awards ceremony, a judging panel of 28 ad industry pros will select a best ad from the 23,825 global entries. But the group also wants consumer votes for its "People's Choice" award.

One Club has posted 100 ads at oneshow.tv that were among the judges' favorites and is asking visitors to vote for the best. The "People's Choice" pick, as well as the pro judges' top selection, will be announced May 7.

A splashy ad

Sometimes, there's nothing like a product demonstration to convince a skeptical consumer that a product actually works. Think of the famous Master Lock ads showing the strength of locks by shooting them with real bullets.

Now comes a TV spot from Thompson's Water Seal showing how the wood protector helps a deck stand up to torrential winds and water. The aptly named Thompson-treated Hurricane Deck is shown 15 feet from the base of Niagara Falls and being pummeled by 75,000 gallons of water per second. Talk about a gushing endorsement.

Rosie to the rescue

What happens when George Jetson gets heartburn? No, he doesn't kick the family dog, Astro.

He takes Tums QuikPak, a new, instant-dissolving powder antacid from GlaxoSmithKline in a packet about half as long and twice as wide as Pixy Stix.

Launching today are ads featuring the 1960s cartoon show star — along with his wife, Jane, and family maid Rosie the robot. In one, George screams for Jane after eating a chili dog with the works. But it's Rosie who quickly brings him relief: Tums QuikPak.

The ad team wonders if George's longtime, tyrannical boss in the show, Cosmo Spacely, could have been tamed with Tums.

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