Post-ft Sets Nutty Ad

3M will anchor its $10 million media schedule for its Post-It brand this year with a new spot via Grey Advertising, N.Y., that enlists a well-organized squirrel to demonstrate the benefit of a new line extension, Pop-Up Notes.

To flog Pop-Up--a dispenser that releases Post-Its one at a time--a TV spot breaking today shows the squirrel sneaking through an open window and stealing the notes one by one, for use in identifying the hiding places for his food.

A voiceover says, "Now you'll always know where your Post-It Notes are ... so you won't go 'nuts' looking for your nuts." The ad closes with a shot of the inside of a tree covered with notes with phrases like "in stone wall," "near stump" and "in ditch."

The spot will air on national cable with two other spots touting regular and color Post-Its. All three are tagged: "What did you ever do without them?"

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