SAN FRANCISCO, Sept 18, 2006 (AFP) – Internet search titan Yahoo announced plans on Monday to trumpet its revamped search page and enhanced features in a global ad campaign complete with trademark company yodel.
“We are bringing back that Yahoo spirit uniquely in an updated, celebratory way,” Allen Olivo, company vice president of worldwide marketing, told AFP.
“Hearing that yodel again, I think, will make people very happy.”
Olivo was referring to the yodeling of the Santa Clara, California, search engine’s name that has long served as an audible exclamation mark for its advertising.
Yahoo ads would be online, in theaters, played on radio stations and shown on television beginning Thursday in what Olivo described as “by far the biggest roll-out in recent time.”
Print mediums such as newspapers and magazines would be skipped, according to the ad plan. Aspects of the campaign were to be played out in 14 countries.
“It is a way of saying ‘Yahoo!’ again and having fun,” Olivo said. “Yahoo is an interactive marketer and from time to time we like to use mass media as punctuation.”
New Yahoo ads offered humorous depictions of parallel lives; one in which the protagonist us