Northern Lights gains two assignments
By Adnews Staff
Northern Lights Direct Response Television of Toronto has recently completed two US-based assignments. The agency has produced a 60-second commercial for Specialty Catalog of South Easton, MA to promote a mail-order catalog called Especially Yours. The catalog offers a collection of wigs, hairpieces, weaves and extensions aimed at African-American women. The ad will break nationally in the US this month on BET, BET J, Black Family Channel, TV One and WB100. Media buying is being handled by Gotham Direct of New York. “This is a very visual product and DRTV is a great way to showcase it and drive catalog orders,” said Ian French, president of Northern Lights “With product variety, before-and-after shots, and a 100 percent guarantee, this is a recipe for a strong DRTV commercial.” Northern Lights has also developed a television campaign for Columbia House of New York to promote its “TV on DVD” club. The ads focus on the company’s range of science fiction and family television series available on DVD. “The TV on DVD market is very active right now and Columbia House is the leading company bringing TV titles on DVD directly to consumers,” said Mike Carrano, the company’s vice-president of customer acquisition marketing. “The DRTV spots will introduce an even larger audience to some of the great titles available at Columbia House with an exciting campaign that is coupled with a great offer.” Media buying for this campaign is being handled by Koeppel Direct of Dallas, TX.