Grocery delivery company Webvan on
Friday kicks off a regional integrated campaign with the debut of TV
advertisements, which will pepper the San Francisco Bay Area with messages
stressing the convenience of using the service.
The 60-second television spot, produced by Publicis & Hal Riney, San Francisco, is
called “The Pledge,” and will run during the Academy Awards show, as well
as shows like The Practice, Who Wants To Be A Millionaire and Felicity. The
commercial will run through the end of March.
Print, online and outdoor advertising will also be part of the media mix.
The regional campaign is a prelude to the expansion of advertising to other
markets. In March, a series of television ads introducing the Webvan
service will run in Atlanta, Chicago, Washington DC and Seattle.