| Description: |
Michelle will be
promoting Nationals and Worlds for ABC in three humorous TV
spots. In the ads, Michelle tells us how challenging it is
to come up with new programs, costumes and music for a competition,
and treats us to examples of some of the options her "people"
present her with: bizarre leather and fur costumes, strange
music and odd interpretive dance. The spots first aired on
January 1, and will be shown through the World Championships.
The Advertising
and Promotion vice president of ABC Sports said, "ABC Sports
has a tradition of giving sports fans an up-close and personal
look inside their favorite events. We were looking to combine
this tradition with the sport's top skater, Michelle Kwan,
to create awareness of the upcoming U.S. and World Championships.
Our creative team of Rich Williams and Rob Stecklow took this
strategy over the top and successfully developed a campaign
that will get even the casual fan interested in our championship
events." Also, the executive producer of the ads said that
the director of the ads, Steve Eshelman, "allows
Michelle to be herself. The camera loves her and her personality
is really endearing."
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