Online shoe retailer Zappos continues to do its own thing — at least with advertising — after its acquisition by Amazon.com. Zappos is preparing to launch a new ad campaign Monday featuring puppets modeled after its owns employees answering calls from customers. The New York Times has more on the ads, which will span TV, print and online and highlight Zappos' reputation for customer service.

Amazon itself recently returned to TV with an ad for its Kindle electronic reader, but it's hard to imagine Amazon doing something like this Zappos campaign.

In quirky touch, the Zappos ads will also appear on the bottom of those plastic bins you put your shoes in at airport security lines, the Times reports.

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