A Campaign from Outer Space

Online health, beauty and wellness store more.com will debut a new television commercial featuring the MIR cosmonauts, shot in space before their landing on Earth.

The Mir spot opens on cosmonauts in the cramped quarters of the Mir space station. The voice over says: “Humans can go months without gravity, but there’s one thing they can’t do without. Deodorant.”

The new television spot arrives a week after more.com launched its online store with a “Forever More” promotion locking in today’s prices and free shipping for life for all customers who order during the grand opening.

“In order for more.com to be recognized as the leading online health and beauty store, we need to take chances and be aggressive,” said Bruce Mowery, vice president of marketing and business development for more.com. “If we’re willing to fly to Kazakhstan to shoot the cosmonauts from Mission Control, there’s no telling what else we will do to win the hearts of our customers.”

The advertising campaign is the creation of GGC&Y. Billings were not disclosed.

At launch, the “Forever More” promotion was kicked off through guerrilla marketing sampling efforts in major markets, followed by online advertising and full page advertisements in The Wall Street Journal and USA Today. Print advertisements will follow in major markets and national magazines, including People, Good Housekeeping and Working Mother.

The television campaign is running in top markets and also features spots that show the glorious lives of a “powerbroker” and “supermodel.”

Founded in November 1997, more.com’s investors include Health Business Partners, HealthCare Ventures, Rho Management, Sculley Brothers LLC, SOFTBANK Technology Ventures and 21st Century Internet Venture Partners.

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