SBD/Issue 238/NFL Season Preview

NFL Names & Faces: Saints and Peyton Get Credit

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Visa will premiere tonight, during the NFL's opening Colts-Saints game on NBC, its latest NFL-themed TV spot. Titled "When the Saints Go Marching In," the ad, via TBWA/Chiat/Day, features Saints QB Drew Brees and RBs Reggie Bush and Deuce McAllister, as well as the team's fans. The spot continues the "disruptive" theme of the brand's current ad campaign that shows typical situations coming to a stop when consumers opt to use cash instead of a Visa check card. Louis Armstrong's version of "When the Saints Go Marching In" is used as background music (THE DAILY). Mike Ornstein, the marketing agent for Bush, said the adidas ad Bush did with David Beckham has resulted in about 175 million impressions. Ornstein: "We got the London Times, Bangladesh Times, there was Reggie and Beckham in places that Reggie would have never gotten to." He added of Bush potentially being overexposed, "I talked to Coach [John] Madden, who I worked for in the 70s about overexposure, doing too much with Reggie. And John said, 'You don't know how long Reggie is going to be hot, how long he's going to play. I would do anything and everything you can do as long as the companies he works with are classy companies. '" Ornstein said about $200,000 in royalties from sales of Bush's jerseys have been donated to Hurricane Katrina relief (Darren Rovell,, 9/6).

PERSONALIZED PEYTON: MasterCard is rolling out new ads featuring Colts QB Peyton Manning. Two spots, "Social Life" and "Spouse Fight," will debut during tonight's opener. The campaign is handled by McCann Erickson, N.Y. (THE DAILY).  IMG's Alan Zucker said of the notion that Manning is overexposed, "We don't feel that as an organization at IMG that he is doing too much and he doesn't feel like he's doing too much. He really feels like he can handle what he has and that the brands that he represents are not conflicting with each other. ... We've turned down a couple of things when Peyton decides that it's not something that's the right fit for him (Rovell,, 9/6). To view the new Visa and MasterCard ads, visit

"Social Life"
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"Spouse Fight"
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TEAM BONDING: AirTran Airways VP Marketing Tad Hutcheson said that the airline has selected Falcons LB Keith Brooking to replace QB Michael Vick in their fall ad campaign in Atlanta.  AirTran's contract with Vick "expired in May and, amid the dogfighting case and other controversies, was not renewed." AirTran, which has about "100 athletes and entertainers as endorsers in various local markets," will continue its endorsement deal with RB Warrick Dunn. Dunn and Brooking will appear on nine billboards throughout Atlanta, as well as "on radio spots and in some print and on-line advertising" (ATLANTA CONSTITUTION, 9/2).

GREEN WITH ENVY: Packers QB Brett Favre is still tops among Packers jersey sales, but LB A.J. Hawk is "breathing down his neck and [WR] Donald Driver is right behind them."  Lambeau Field gear "is in demand this season, too, as the team marks the 50th anniversary" of its move to the stadium, and will market commemorative items around that (GREEN BAY PRESS-GAZETTE, 9/5).

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