In the last month, consumers around the world have seen Mr. Ali - known for the butterfly-bee analogy during his poetic boxing career - advertise three blue-chip brands.

Sears is joining a lengthy list of blue-chip brands like Ford Motor and Gatorade that are adding a heritage pitch to their current campaigns.

Which is not to say that old-fashioned, blue-chip brands do not continue to pull in the plaudits.

GSD&M is a creatively focused shop known for campaigns for blue-chip brands like Southwest Airlines and Wal-Mart.

ANOTHER busy week along Madison Avenue ended with a hectic burst of activity on Friday involving several blue-chip brands.

Among the blue-chip brands involved are Clairol, Baskin-Robbins and Sprint.

As a result, familiar blue-chip brands have moved about with dizzying speed.

Lowe Lintas is best known for humorous low-key campaigns for blue-chip brands like Heineken beer, Perdue chicken and Sprite soda.

By the time the channel was one year old, it had attracted major sponsorship from blue-chip brands such as Levi's, Sony consumer products and The Guardian newspaper.

Madison Avenue Likes Ali In the last month, consumers have seen the boxing great Muhammad Ali advertise three blue-chip brands.