Levi's has joined the small list of major marketers to use the same TV spot -- but with different endings -- to pitch their products to straight and gay audiences. In the general market version, the guy walks off with the girl, but in a version created for MTV's gay channel Logo, the guy gets the guy.
Wireless service provider Alltel has launched the online "Man Cave," a mock '70s-style virtual club for the sales guys, and its counterpart, www.wirelessthugz.com, a MySpace page for the sales team's rapper alter egos. The sites, developed by Interpublic Group's Campbell-Ewald Digital, are intended to drive sales among younger men by including more than 80 video clips and 50 links, including ones for Alltel discount offers.
Gregory Coleman, Yahoo!'s executive vice president of global sales, and TBWA\Chiat\Day executive creative director Rob Schwartz addressed the problem of getting young people engaged with digital marketing campaigns.