Amp'd wants you to wait to die

Amp'd thinks you should wait to die. At least until their new services are launched. A new integrated campaign from Taxi NYC has launched a teaser campaign which has begun airing on stations like Comedy Central, Spike TV, and other channels with large young adult/teen demos. Next month they will roll out the "regular" campaign.

"Try not to die" will incorporate TV, Print, Guerrila, Web ads and a microsite.

Read on to see the ads and find out more.

According to the press release, here's what you'll see:

Print: TAXI and Amp'd collaborated on two creative executions for print ads. One featuring an "urn" with ashes of the dearly departed with a thought bubble wishing he was still around to get Amp'd. The "urn" ads will appear in action-sports publications that leverages "in the know" language and humor for each targeted group. The other execution features a number of "careless acts" people might want to avoid to ensure they'll be around for the launch of Amp'd Mobile. Among them, a guy taking a leak on what's clearly an electrified fence and a hapless young dude posing for a photo while a tornado's funnel cloud looms ominously in the background. The media buy includes Blender, Rolling Stone, FHM, ESPN The Magazine, In Touch and Entertainment Weekly, along with surfer and snowboarder enthusiast publications.

TV Spots (Superadgrunts look below to watch the ads): Humorous, extreme scenarios that convey the "Try Not to Die" message will run on such cable networks as Spike TV, Comedy Central, VH1, Cartoon Network, BET, Fox Sports, ESPN, Speed and cable nets. The campaign will also be backed with a heavy online component.

Web Banner Ads: This provocative attitude is also reflected in the comic online banner ads, which will appear on a wide range of youth-oriented web sites revolving around music, sports, entertainment, gaming and shopping, feature fictional companies involved in risky business, e.g. online store Re-Climb sells second-hand rock climbing gear, or Condor Sky Diving Academy offers free jumps with sky diving instructors in training. When clicked, the banners take you to a page that bears the simple yet cryptic message, "You are at risk. Try Not to Die. Amp'd Mobile is coming."

Guerrilla: Potential Amp'd customers will see sidewalk chalk art in major U.S. cities that appears to be a gaping hole in the middle of the walkway. In the midst of the void will be a sign urging people to avoid tumbling down the hole, lest they miss the Amp'd Mobile launch. Wild postings bearing the "Try Not to Die" tagline will appear in selected cities with the same humorous "careless acts" that may cause death featured in the print ads.

"Senator":

"Rock Star":

If the campaign seems morbid, the agency is not worried. "It's going to polarize a few people who don't like it, but I think that's the point," said Paul Lavoie, chairman and chief creative officer at Taxi.