On Main Street in Park City, Utah, this week, a nightclub usually known as the Monkey Bar is scheduled to turn -- presto, change-o -- into the Airborne Lounge, a place where the decor is cartoon-style germs and the theme is boosting one's immune system.

This television commercial for Airborne, featuring the "Germ Guy," was created by Pittsburgh ad agency Ten United. Click photo for larger image.

It's Sundance Film Festival time and Pittsburgh ad agency Ten United has a plan to help client, Airborne, fuel the ongoing buzz over the supplement that fans say helps them fight off colds, flus and even hangovers.

If the stars, moguls and other film industry types flocking to Robert Redford's gathering in the snow pick up samples and perhaps even use the lounge for interviews with the media hordes, Ten United's team will be thrilled.

"These people are the influencers," said Lance Mald, chief creative officer. "We hope to influence them."

The Airborne story has been about buzz from the beginning. Kevin Costner talked it up. A plug by Oprah Winfrey and an ad featuring actor Mickey Rooney's bare bottom that was banned from last year's Super Bowl helped create enough demand to squeeze the supply in drugstores.

Ten United, which has offices in Pittsburgh and Columbus, Ohio, was brought in to handle the $20 million account last summer when an executive who knew the agency from an earlier project became part of the Carmel, Calif., company's management team.

When Ten United arrived, the supplement was already selling well on the strength of the company's oft-repeated story of the herbal product's creation by a second-grade teacher trying to find protection against her germ-happy classroom. Plus there were those campy promotions starring Barry "Greg Brady" Williams and "Family Affair's" Johnny "Jody" Whitaker.

In November, Airborne launched its first national ad campaign, a traditional mix of TV, print and radio created by Ten United. The agency also has planned guerilla-style projects such as the Sundance effort.

Last year, festival organizers estimated 46,000 visitors came to the cold climate where they saw movies and later partied together. "Everybody gets sick," said Lee Brody, a Ten United spokesman. "You're out late at night. You know you just get run down."

Just right for a product marketed as helping boost the immune system so the body can fight off germs and viruses. As with any supplement, the company has to limit claims so as not to incur the wrath of the Food and Drug Administration.

Hence, the Airborne Lounge, where visitors can sip on water or tea while they wait for star-studded parties to start.

Still, breaking through the commercial messages at Sundance could be challenging. Festival organizers last month identified 20 official sponsors, including Entertainment Weekly, Sprint, L'Oreal Paris, American Express and The New York Times.

Starbucks Coffee Co. will have a lounge/coffee house on Main Street. Turning Leaf Vineyards planned a Leaf Lounge on Main Street open to the public with complimentary wine, water and hors d'oeuvres. Volkswagen of America Inc. plans to sponsor a Todd Oldham-designed lounge on Main Street offering space for interviews and parties.