SEND.COM Kicks Off $20 Million Ad Campaign

Online gift service SEND.COM launched a $20 million advertising campaign featuring “The Giver” persona.

SEND.COM said it has expanded on a proven radio campaign with humorous character-based ads that represent the service. The broadcast campaign will cover radio and television programming in 13 major U.S. markets during an eight-week period.

The TV ads will be seen during such programs as NYPD Blue, ER, Ally McBeal, Monday Night Football, and nationally on ESPN’s Sports Center, and CNBC’s Squawk Box and Today’s Business.

The campaign also includes weekly print ads in the Wall Street Journal as well as an online advertising presence on key shopping portals.

“Recent radio spots featuring The Giver have already triggered a buzz. We have received countless emails and calls through customer service asking about The Giver,” said Mike Lannon, chief executive officer and founder of SEND.COM.

“We’ve designed this off-line campaign to aggressively build our brand, drive awareness, and capture hands-down ownership of the online gift market.”

The radio and television ads were created by Cliff Freeman and Partners. The agency developed three 30-second television ads to support three different gift offerings.

The ads feature narrative from an anonymous character with a vaguely continental accent called The Giver, who is comically discovered secretly watching friends and business associates enjoy the SEND.COM gifts he has sent them.

Send.com offerings fine wine, restaurant dining, rounds of golf, private golf lessons with PGA professional, spa treatments, champagne, scotch, flowers, cigars, crystal, and seafood.