SPIDER-MAN CREATOR LEE SPINS WEB COMMERCIALS.

Byline: Dave McNary Staff Writer

The creator of Spider-Man is about to start slinging advertising all over the Web.

Comic-book icon Stan Lee and online marketing specialist eCommercial.com will announce today a three-year partnership that can be hired out for Internet advertising campaigns.

``This is not a spam product,'' said eCommercial CEO Tom Blakely. ``It only gets sent to people that are interested in your product or service, and it looks like a miniature Web page that's played off your hard disk.''

Lee, who launched Encino-based Stan Lee Media as a Web marketing operation late last year, will appear as his Internet clone Stan 2.0 along with other new characters he has created in custom-designed ads with 30 seconds of video.

Each so-called e-commercial, designed to be downloaded as an e-mail, will link to Lee's Web site, where more information about the product will be available.

Blakely, whose Aliso Viejo-based company went public two months ago, said the partnership's first ads should hit the Web sometime in August. Ad revenues from the campaigns should top $2 million, the alliance predicted.

``Both sides can bring sponsors to the table,'' Blakely said. ``We're trying to emulate the direct-response ad model, which had over $160 billion spent on it last year.''

ECommercial.com has already formed an alliance with the music group Hanson. Lee, 76, is the creator of Spider-Man, the Incredible Hulk and the Fantastic Four and often inserted himself into Marvel comic books with commentary and a trademark `` 'Nuff said'' signature line.

Lee reached a deal last November with the new management of Marvel Entertainment Group allowing him to form his own company while retaining the title of chairman emeritus of Marvel Media.

``We are excited about the creative opportunities to develop advertising and promotional content that is as entertaining as it is effective,'' Lee said.

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Photo: Lee