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CAMPBELL KIDS TO SING A NEW 'TOON

 First Time Combination of Voices and 3-D Animation
 Brings Campbell Kids to Life'
 CAMDEN, N.J., Feb. 16 /PRNewswire/ -- The once silent, confined-to- paper Campbell Kids attain a lifelike presence in a new television commercial for Campbell's tomato soup.
 Through a first time combination of three-dimensional animation and live voices, the beloved soup ambassadors interact with a real life person, roller blade and even sing -- albeit slightly off-key -- with remarkably lifelike qualities.
 The spot, which will begin airing on Feb. 22, marks the first time Campbell has used a new technique in which animated characters are drawn by hand and then colored by computer for a more lifelike effect.
 The commercial demonstrates how far Campbell -- with a nod to technology -- has come in creating "personalities" for its animated soup mascots.
 Created in 1904 for a series of trolley car advertisements, the Campbell Kids were, in the early years, used only in print ads. As television ownership in the U.S. burgeoned, the Kids were incorporated into TV commercials, but they rarely talked. In recent years, Campbell has made a concerted effort to more fully develop personalities for the Kids, who rank as one of America's best known corporate symbols.
 "The animation, combined with the playful voices, succeeds in leveraging the fun and wholesome nature that have long been associated with the Campbell Kids," said Jill Gallowitz, marketing manager for Campbell's Soups.
 Created by Backer Speilvogel Bates, New York, the new spot features six Campbell Kids who tell how a bowl of Campbell's tomato soup turns a sandwich into a better lunch. As a voice-over talks about the soup's rich taste and Vitamin C nutritional benefit, three of the Kids carry a grilled cheese sandwich -- via roller blades -- to a bowl of tomato soup. According to Campbell research, tomato soup and grilled cheese are the favorite soup and sandwich combination in the United States.
 In keeping with its lunch time focus, the television commercial will run between 10:30 a.m. and 1 p.m. In-store and cross-promotions using this same theme also are planned.
 Animation for the commercial was developed by Baer Animation, best known for their work in the movies, "Who Framed Roger Rabbit" and "Honey, I Shrunk the Kids."
 /delval/
 -0- 2/16/93
 /Editors: A copy of the television commercial and visuals are available upon request./
 /CONTACT: Marsha Cade of Campbell Soup, 609-342-3883/
 (CPB)


CO: Campbell Soup Company ST: New Jersey IN: FOD ADV SU:

MK -- PH004 -- 6713 02/16/93 08:45 EST
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Copyright 1993 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Feb 16, 1993
Words:417
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