SBD/22/Sponsorships Advertising Marketing

SUPER BOWL ADS MAY BE BIGGER HIT THAN THE GAME ITSELF

          With viewership of Super Bowl XXXII projected at 140
     million, the advertising community "is anticipating the big
     game perhaps as much as" the Broncos and Packers, according
     to Eleftheria Phillips of ADWEEK.  The game "has become a
     media event like no other.  It represents not only the time
     of year when football fanatics and the sports-challenged can
     commingle in relative peace, but when the advertising
     industry, with an estimated 58 spots broadcast during the
     game, can revel in its own glory" (ADWEEK, 1/19).  George
     Rosenbaum, CEO of IL-based firm Leo J. Shapiro & Assoc:
     "There's no other way on TV or any other medium in which you
     can reach a bigger audience.  In one day you can make a
     giant imprint on the nation" (CHICAGO SUN-TIMES, 1/21).
          WHAT'S NEW? AD AGE's Judann Pollack reports that
     packaged foods will "take a bigger bite of the ad time this
     year" (AD AGE, 1/19 issue).  In N.Y., Pat Winters Lauro
     wrote that the "big trend" this year is "a recognition that
     many women" watch the Super Bowl, as "traditionally 'female'
     advertisers [such] as Hormel chili, Tabasco sauce and Heinz
     ketchup" have bought time (DAILY NEWS, 1/18).  Nokia becomes
     the first wireless marketer to advertise on Super Sunday
     (BRANDWEEK, 1/19).  Reggie Jackson, Mickey Mantle and Babe
     Ruth will appear in the form of clay animation for Pepsi's
     Lipton Brisk.  Yankees Owner George Steinbrenner's voice and
     made-from-clay image also yells, "Your fired" in the spot
     (DAILY NEWS, 1/19).  USA TODAY's Dottie Enrico writes "One
     of 1998's biggest surprises could come from an unexpected
     advertiser: FedEx.  Industry insiders say the shipping giant
     and its agency BBDO New York have cooked up an imaginative
     way to show why customers should only use FedEx" (USA TODAY,
     1/19).  On MSNBC's "The Big Show," Enrico added, "Every year
     I think people want to see what Pepsi Cola is going to do.
     ... I've previewed most of the ads, and ... I've got to say
     that Pepsi's got a very interesting round this year" (MSNBC,
     1/20).  In DC, Eric Fisher wrote that few companies "were
     willing to go out on a limb" this year, as many ads "will
     rely on tried-and-true pop culture icons" such as Elvis, the
     Rolling Stones and Jerry Seinfeld (WASHINGTON TIMES, 1/21). 
     In Houston, Greg Hassell reported that the "high price" of
     $1.3M per 30-second spot "is driving some heavy-hitters out
     of this year's game."  Among them is McDonald's, which has
     been "among the biggest game-time advertisers in years
     past."  McDonald's execs said that "cost definitely is a
     factor in their decision" not to advertise this year.  The
     ad roster "has a distinctly high-tech ring to it," and
     Hassell wrote that the year's "most innovative ad" is from
     Intel, whose interactive ad allows fans to select the end of
     the spot via the Internet (HOUSTON CHRONICLE, 1/21).   
          CAN THEY DO THAT? Nike will have one 60-second spot
     during the game's second quarter.  It features athletes such
     as Michael Johnson, Suzy Hamilton, Scottie Pippen, David
     Robinson, Terrell Davis, Ronaldo, Lisa Leslie and Gabrielle
     Reese -- all in the nude (Nike).  NBC execs "requested minor
     modifications in the commercial, involving shading," and
     Nike made them.  The ad is for Nike athletic apparel, and is
     "an attempt to dramatize" how it "is designed like an added
     layer of skin that can help people compete more effectively
     in a range of sports" (Skip Wollenberg, AP, 1/17).
          NOT ALL MAKE THE CUT: NBC "rejected a low-key" ad for
     CA-based Vivus Inc., a male impotence treatment, during the
     Super Bowl "because it was not 'suitable'" for the network,
     according to Kenneth Howe of the S.F. CHRONICLE.  NBC Sports
     VP/Information Ed Markey: "The standards people look at
     every commercial that comes in and determine whether it is
     suitable for a particular time period and show."  Bob
     Hoffman, President of S.F.-based agency Hoffman/Lewis, which
     created the spot: "NBC's rationale was that the ad was
     inappropriate for daytime viewing.  But just look at the
     talk shows and soap operas they air" (S.F. CHRONICLE, 1/21). 
     
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