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SBD/6/Sponsorships Advertising Marketing
WHILE FINAL FOUR SET FOR BATTLE, SUPER BOWL AD HYPE BEGINS
Published January 6, 1998
With the Super Bowl 19 days away, and NBC's ad-time sold out, the advertising landscape is beginning to receive as much attention as which two teams will represent their respective conferences. Donald Bruzzone of CA-based Bruzzone Research has studied every Super Bowl commercial since '92 and answered 11 questions on "Super Bowl ad myths" posed by USA TODAY's Bruce Horovitz. Bruzzone said that "about" 61% of all Super Bowl ads "were somewhat or very ineffective," and that "while viewers liked most of the ads, they couldn't remember who they were for" (USA TODAY, 1/5). THE PLAYERS: H.J. Heinz plans two Super Bowl ketchup spots as part of its $20M advertising and marketing campaign for '98. Heinz's spots show tomatoes "bouncing, shimmying and squeezing themselves into a ketchup bottle," before showing a child pouring ketchup onto a hamburger. The ad ends with the tagline "Mine's Gotta Have Heinz" (WALL STREET JOURNAL, 1/5).....USA TODAY's Bruce Horovitz examined Pizza Hut's Super Bowl advertising. Muhammad Ali "was lined up to star" in Pizza Hut's game spots, but the company is "putting Ali's ad on hold" in favor a campaign for its Edge pizza. But some international franchises "want Ali now" as a spokesperson for the whole Pizza Hut brand; therefore, outside the U.S. -- in the U.K., Australia and Mexico -- the Ali ad will air later this month (USA TODAY, 1/5).