Ask.com has launched its first campaign since dropping its Jeeves the butler brand icon. The activity, which breaks on 5 March, promotes the search engine's new identity of ask.com. A series of 10- and 30-second TV ads will be accompanied by national press, online and radio promotions.
Targeting male heavy-internet users, the work will aim to break consumers' search habits. The ads feature a man walking from one side of town to the other. Along the way he asks questions and immediately gets answers.
In one execution, he approaches a group of large men to ask a question; the next scene shows the man getting a piggyback.
Creative agency: Fallon
Media agency: Media Planning Group.
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