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Article: AVIREX FLIES INTO TV ADVERTISING; URBAN COMPANY'S CAMPAIGN USES WHITE RAPPER EVERLAST TO TARGET SUBURBANITES.
- Article from:
- Daily News Record
- Article date:
- May 21, 1999
- Author:
CopyrightCOPYRIGHT 1999 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Rising young men's label Avirex has decided to make its first leap into the television market this fall, with a new campaign featuring white rapper Everlast, top deejay Craze, break dancer Cloud and Zephyr, an artist known for his elaborately painted and decorated motorcycles. Everlast, by far the most mainstream of the four artists -- he's Spin's cover choice this month -- will be shown in a jamming session.
The $3.75 million print and television campaign, themed "X Marks the Spot," represents a significant increase in ad spending. Avirex is producing three 30-second TV spots, as well as a series of 10-second mini-spots, which will break in August to run ...