launched its 2010 ad campaign, kicking off with the airing of its first in a series of television commercials featuring the “Zappets – puppet like characters designed and styled after actual employees.

The campaign – which encompasses TV, print and digital media – focuses on the interaction between members of Zappos Customer Loyalty Team and its customers, highlighting that Zappos approach to customer service is neither scripted or measured on call times.

“Our primary focus is on company culture and we wanted to convey that in these ads,” said Aaron Magness, Director of Brand Marketing and Business Development “We felt there was no better way to do that than by celebrating our Customer Loyalty Team which is the voice and they are at the very core of everything Zappos stands for.”

The spots are specifically designed to focus on the 3 C’s: Clothing, Customer Service and Culture. “We wanted consumers to see the ad and think this is a company they really want to do business with, or that’s the Zappos I know,” said Magness.

The ads were created by Boston ad agency, Mullen, who came up with the idea after visiting the company’s headquarters and spending time with the Customer Loyalty Team. Some of the commercials use recordings of actual calls made to Zappos employees, whose voices are heard in the spots. The customer loyalty representatives were not aware that the calls were going to be used in the ad campaign.

The year-long campaign will run on national cable networks, print advertisements and video and display ads on Web sites, along with a strong presence on social media sites like Facebook, YouTube and Zappos.TV. The ads will also appear in some major metropolitan airports on the bottoms of plastic bins in airport security lines.