Advertisers Try to Handle This Magic Moment Carefully

Advertisers are falling all over themselves to keep Earvin (Magic) Johnson happy.

In the process, they are struggling to look sensitive, avoid the pitfalls of the basketball star’s new kind of fame and maybe even make some money.

Converse Inc. on Wednesday said it plans to pump more than $1 million into a new acquired immune deficiency syndrome public education ad campaign that mwill feature Johnson and other sports stars. TV ads for the campaign have yet to be created, but they may air before the end of the year.

Meanwhile, Target Stores has done an about-face--and says it will use a lighthearted ad next month featuring Johnson. Earlier this week, Target officials said they planned to scrap the ad because its tone might seem insensitive to Johnson’s infection with the human immunodeficiency virus.

At issue isn’t altruism but corporate image. Companies that now have Johnson as a spokesman are under the microscope. How they use him in upcoming campaigns will be closely watched by the public and the media. The wrong move could result in terrible public relations. The right move could create a marketing coup.

Target, for example, was besieged with phone calls earlier this week after erroneous news reports that it was dropping Johnson as a spokesman. Actually, company officials had expressed concern about one humorous commercial that featured Johnson jumping out of a TV set and shooting a basket. Now, the company says, the ad will run as planned.

What’s more, Target says it may take part in some sort of AIDS-related public service effort. “We have already met with several organizations on AIDS education,” spokeswoman Gail Dorn said. “We’re trying to find out how we might be included.”

Pepsi-Cola officials say that later this month they expect to discuss an array of options with Johnson, who co-owns a Pepsi-Cola bottling company in Washington.

Only Nestle Chocolate & Confection Co. is keeping mum. Asked if it might promote AIDS awareness in future ads, a spokeswoman said, “I can’t say what we’re considering.”

Converse was very specific about its plans for Johnson.

“We strongly believe in supporting this great athlete in his new endeavor,” President Gib Ford said in a statement.

Converse will develop and distribute public service spots on AIDS awareness that will feature Johnson and other athletes now under contract with the athletic shoe maker, spokeswoman Kathy Button said. Converse will also develop AIDS awareness radio spots, print ads and posters.

Basketball star Larry Johnson of the Charlotte Hornets has already agreed to appear in the ads. Converse is also in discussions with basketball great Larry Bird, tennis legend Chris Evert and others.