Hard Rock Prepares $12 Million Campaign

Hard Rock International is breaking a new $12 million ad campaign to boost brand awareness for the chain.

The "You Know Who You Are" campaign kicks off Dec. 12 with the first of a series of TV spots on CNN International, which reaches 2.5 million hotel rooms in 168 countries. The first spot, titled "Cell," features the Deep Purple song "Smoke on the Water."

In the spot, a tattooed man wearing Army fatigues walks on an elevator full of businessmen when a businessman's cell phone rings, playing "Smoke on the Water." The commercial ends with the tagline "You Know Who You Are. Hard Rock."

San Rafael, CA-based Duncan/Channon handles. The advertising group identified business and leisure travelers as the target market for the campaign.

"This brings the whole Hard Rock campaign to the next level, and it's creating an amazing brand awareness," said Duncan/Channon Media Director Leslie Diard in a statement. "This is a powerful and dynamic way to bring the Hard Rock message to the world."

Duncan/Channon, Hard Rock's AOR, is working on a number of 2006 promotions for Hard Rock International that will be announced at a later date.