HIGH-TECH EFFORT? GA-based AutoTrader.com will use a
30-second ad during the third quarter of ABC's broadcast of
Super Bowl XXXIV to launch a multi-million dollar campaign.
The spot, developed by MI-based Doner and entitled "Whoosh,"
uses the tag, "Your Car is Waiting," and features special
effects by Digital Domain, which has worked on motion
pictures such as "Titanic" and "Apollo 13" (AutoTrader.com).
QUEEN FOR A DAY: AD AGE reported that Agillion.com, a
Web site that provides online customer service for small and
midsize businesses, will break a $20-30M ad campaign with a
30-second Super Bowl ad via GSD&M, TX. Agillion paid $3M
for the spot, which "aim[s] to promote the site prior to its
national launch later this year" and marks the company's
"first advertising effort." The ad "shows people
communicating with each other through the Web" as they sing
"We Are the Champions" by Queen (AD AGE, 1/24).
NOTES: Boston Univ. professor Sue Parenio told Chris
Reidy of the BOSTON GLOBE, "It's not just the fan eating a
burrito that the dot-coms are trying to reach [with Super
Bowl ads]. They're aiming at Wall Street investors.
They're trying to drive up their stock price or attract a
buyer for their company" (BOSTON GLOBE, 1/23)....Donovan
Consulting Group's Albert Sanchez, who is "working with" A-B
on its Super Bowl effort, said viewers "expect high
entertainment value, cutting-edge production and special
effects" from Super Bowl ads. Sanchez added, "People's bar
for Super Bowl ads is much higher than for regular
commercials" (MIAMI HERALD, 1/25).
