Yahoo gets playful with properties

Yahoo! has launched a million-dollar branding campaign tagged "Be a better…", using multiple properties as a launchpad for creative execution, reports ClickZ.

An ad entitled "Be a Better Handyman" ties creative to Yahoo Answers by demonstrating what happens when a man buys a laser level both with and without the use of Answers. (Without it, he buys the wrong laser and vaporizes his wife.)

The online version of the ad invites users to choose the handyman's fate with craftily-synched skyscraper and banner ads.

In "Be a Better Explorer," an ad introduces users to mobile oneSearch. And in "Be a Better Director," users can remix ads with alternate beginnings and endings using a tool on better.yahoo.com. The "Director" spot also invites users to try Yahoo's Jumpcut video-editing tools.

The campaign will include a B2B component introducing advertisers to Yahoo's Panama search marketing and mobile search marketing systems.

Various departments at Ogilvy managed the campaign.