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SBD/24/Sponsorships Advertising Marketing
LEADING SUPER BOWL BUYER PEPSI SETS LINEUP: DEION TO STAR
Published January 24, 1996
PepsiCo unveiled six new commercials for its flagship Pepsi brand and one new spot for Diet Pepsi, most of which will appear on Sunday's Super Bowl broadcast on NBC. Pepsi has purchased a total of 5 minutes Sunday, including time during the pregame and postgame shows. Of the five new spots -- all produced by BBDO Worldwide -- one builds off one of last year's Pepsi Super Bowl ads. In it, a security camera catches the Coke truck driver reaching into a Pepsi cooler. Deion Sanders stars in another spot with Warner Bros.' Wile E. Coyote. The Sanders spot will coincide with a planned point-of-purchase display with Pepsi products to be launched after the game. Other Pepsi ads: "Frozen Tundra" shows a cold-weather hiker with a Pepsi frozen to his lips; "Dog Dreams" has a canine barking out commands to his human master; "Buddy Burger" features a drive-through customer encountering difficulties; and "Goldfish" chronicles the path of a determined goldfish seeking a Pepsi. Diet Pepsi's sole spot features Cindy Crawford turning down a Diet Coke and changing into an animated heroine to get a Diet Pepsi (THE DAILY). Ad execs say Pepsi's continuance of its "Nothing Else is a Pepsi" theme, launched last year, will help establish consistency for the brand (Stuart Elliott, N.Y. TIMES, 1/24). Pepsi has bought a total of four minutes during the game itself -- 2:30 in the first half and 1:30 in the second. USA TODAY's "Super Bowl Ad Watch" profiles both Pepsi and Anheuser-Busch spots (USA TODAY, 1/24). "Entertainment Tonight's" Julie Moran previewed the Diet Pepsi/Crawford spot ("ET," 1/23). SLICK 50'S GAMBLE: Slick 50, the Houston-based producer of automotive engine additives, has purchased two 30-second spots, hoping to reach 18-34 year old men. The spots star actor Rick Hurst, who played Deputy Cletus on TV's "Dukes of Hazzard" (HOUSTON CHRONICLE, 1/23). OTHER SUPER BOWL AD NOTES: Pizza Hut will feature new Dolphins Coach Jimmy Johnson in a pregame show ad (Michael Hiestand, USA TODAY, 1/24)....Budweiser premiered their new spots at their Bud Bowl party last night, with Rob Fitzgerald (Johnny in the "I love you, man" spots) making an appearance. In the newest spot, Charlton Heston refuses to give Johnny his Bud Light, but demonstrates how to "really deliver" his trademark line (ARIZONA REPUBLIC, 1/24).... George Lazarus reports General Mills -- which he reported last week wanted to unload its 30- second fourth quarter spot -- "will probably" still run its Deion Sanders/Steve Young/Troy Aikman spot for Wheaties in the fourth quarter (CHICAGO TRIBUNE, 1/24)....Hakeem Olajuwon will appear in spots for two different companies during the game -- Visa and Frito Lay. Frito Lay's spot will team Olajuwon with fellow Dream Team mates Scottie Pippen and David Robinson to promote Fritos. Visa's ad, in which Olajuwon will appear alone, has not been released. Visa "is keeping a tight lid" on its theme (HOUSTON CHRONICLE, 1/24). AT THESE PRICES, WHO NEEDS FRIENDS? NBC is charging $600,000 for a 30-second spot in the hour-long "Friends" following the Super Bowl -- double what the show gets in its Thursday slot (Steve Hirsch, Bergen RECORD, 1/22).