Lycos leashes Labrador in new $20 mil ad effort ; Dog gets cameo in portal push pitching depth.(Brief Article)

Advertising Age, October, 2000 by MacArthur, Kate

Lycos used to go fetch. Now it wants people to stay.

The Internet portal ranked No. 4 by Nielsen/NetRatings is trying to deepen its bond with customers with a $20 million multibrand campaign. The effort touts its most popular Web sites. "Skeet," the first of three spots from agency Hill, Holliday, Boston, broke Oct. 7 on NBC's "Saturday Night Live" to showcase Lycos' music Web sites.

In the initial spot, a young man recalls a childhood memory of how he and his father shared skeet shooting -- but not a love for rock music. Meanwhile, the camera follows a compact disc as the son tosses it in the air as skeet for the shotgun-toting Dad. As an adult, the now-grown man explains, he can find new music and he asks his father for an opinion on a selection he...

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