Converse Launches $1-Million TV Spot on AIDS Awareness

Converse is giving an AIDS awareness campaign inspired by Earvin (Magic) Johnson a $1-million kickoff, with a commercial to debut on prime-time TV Thursday and to be repeated over the next three weeks on the four major networks and MTV.

But Magic isn’t in the 30-second spot, scheduled to run first on Fox’s “Beverly Hills, 90210” and NBC’s “Different World.”

While other advertisers have quietly distanced themselves from Johnson since he announced that he was infected with the AIDS virus, Converse is sticking with the former Lakers star as a spokesman.

However, the new spot features three other endorsers from the Converse basketball stable: Kevin Johnson of the Phoenix Suns, Larry Johnson of the Charlotte Hornets and Rick Pitino, head coach for the University of Kentucky.

In the ad, prepared in cooperation with the federal Centers for Disease Control, the coach and players tell how Magic’s announcement affected them personally and deliver the message that “anyone can get the AIDS virus.”

The Converse campaign is unusual in that the North Reading, Mass., sneaker maker has bought $1 million worth of air time to launch it. Typically, sponsors of public service announcements pay production costs and expect broadcasters to contribute free air time.