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Article: Bail bonds business heats up: It's comedy vs. class as rival firms compete for customers on TV.(Knight Ridder Newspapers)
- Article from:
- Knight Ridder/Tribune News Service
- Article date:
- June 20, 2002
- Author:
CopyrightCOPYRIGHT 2002 Knight-Ridder/Tribune News Service. 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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SAN JOSE, Calif. _ First, Bad Boys Bail Bonds used its wild sidewalk giveaways and showoff vans to revolutionize the marketing of a business with a dingy reputation.
Then it made the leap to television with a series of outrageous madcap commercials that featured its burly general manager in drag as "Your Mama," who wants you home.
But now, Bad Boys is engaged in a broadcast battle of sorts with arch-competitor Aladdin Bail Bonds, a company that apes its methods but not its style. Aladdin has launched commercials that hard-sell the risky business calmly and, you might even say, delicately.
Call it Comedy vs. Class, with two opponents offering ...