Fish Story: Reebok Prepping Ad Around '72 Dolphins

By Terry Lefton, Editor-at-Large 

Reebok Wrapping Buses In Phoenix For Super Bowl XLII

With the Patriots hoping to complete the NFL's second undefeated season with a win against the Giants in Super Bowl XLII Sunday, Reebok is preparing an ad with members of the '72 Dolphins, the only team so far to complete an NFL season without a loss. The in-house production was being shot this week at an undisclosed Florida location and will include Mercury Morris, Dick Anderson, Manny Fernandez, Jim Kiick, Bob Kuechenberg, Larry Little, Earl Morrall and Garo Yepremian.  Reebok, the NFL's exclusive on-field apparel supplier, is filming two versions of the ad; the one that airs will depend on whether the Pats win or lose.  Not surprisingly, a perfect season will mean a larger media buy. Reebok hopes to air the ad immediately after the Super Bowl ends on Fox.

PERFECTVILLE: While a Reebok spokesperson was mum on the specifics of the ads, she said the concept is about living in the fictional town of "Perfectville.'' Reebok has trademarked "Perfectville,'' and the phrase will appear on some apparel. Rival Nike did a "Bracketville'' campaign during the '00 Final Four. 

GROUND GAME: Morris will also do PR appearances around the Super Bowl this week in Arizona on behalf of Reebok.  Reebok is also pumping up its presence in the Phoenix market with bus wraps featuring the Reebok and NFL logos, along with the words "The Authentic Outfitter,'' on around ten vehicles in Phoenix.