Television spots feature a "soccer mom" in a replica Elvis bejeweled jumpsuit playing Elvis, while print, online and billboard adverts feature a Graceland visitor in a jumpsuit wearing Elvis-style sunglasses.
EPE spokesman Todd Morgan said the campaign tapped into people's sense of connection with Elvis, who was recently listed by Forbes magazine as the second highest earning dead celebrity after Nirvana's Kurt Cobain. Forbes estimated Elvis, who died on August 16, 1977, aged 42 of a heart attack, earned $42 million in 2005-2006 from marketing and product licensing.
"Elvis had a great ability to reach people, and there is usually an aspect of his character or his style that people connect with," Morgan said. More?