SBD/Issue 41/Sponsorships, Advertising & Marketing
Published November 11, 2008
In Oklahoma City, Darnell Mayberry reports Nike in mid-December will debut a commercial featuring Thunder F Kevin Durant in an "interview type of set-up." Durant in the spot is dribbling a basketball while "answering personal questions about his family, his favorite moments growing up, when he knew he loved the game of basketball and what he typically does before a game." Durant said of the ad, "It's something different. It's not scripted at all. Hopefully, it comes out pretty nice." Durant filmed the ad during a preseason road trip in October (DAILY OKLAHOMAN, 11/11).
MARKETING FLASH: Heat G Dwyane Wade appeared on YES Network’s “CenterStage” last night, where he discussed some of his endorsements. YES’ Michael Kay mentioned his deal with T-Mobile and asked is Charles Barkley “really one of your Fave Five?” Wade: “He is this week.” Wade talked about his Gatorade endorsement, noting he and Celtics F Kevin Garnett are the only NBA endorsers. Wade: “We don’t have a lot, lot of athletes (at Gatorade). We have a select few, the best in the game in their different sports. So it’s a great relationship to have.” Wade added of having his own signature Converse shoe, “I always wanted to have my own shoe. I mean, you look down and you're wearing shoes with your name on them. It’s always crazy” (“CenterStage,” YES, 11/10).
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SLIPPING ON ICE: The GLOBE & MAIL's William Houston wrote two new NHL-related TV spots, from Chevrolet and Scotiabank, "portray men as particularly stupid and childish," and "even more cringe-inducing in the new commercials is the role played by leading sports figures." In the Chevy spot, Hockey HOFer Bobby Orr is "behind the wheel of a van, driving, with a dopey grin on his face." Orr in the ad "thinks the attention he's receiving on the street is because of his fame, when, in fact, it is his passenger, Chevrolet Million Dollar Shootout contest winner Darwin Head," In the Scotiabank ad, Flames RW Jarome Iginla and Hockey HOFer Darryl Sittler "play adults behaving as children." The spot is "silly and should be an embarrassment to Sittler and Iginla" (GLOBE & MAIL, 11/10).
ROUNDUP: Patriots QB Tom Brady Friday night attended a promotional event for Glaceau, the parent company of SmartWater, which Brady endorses, at the Liberty Hotel in Boston. Brady reportedly earns "in the neighborhood" of $3M for his endorsement deal (BOSTON HERALD, 11/11)....The Ducks and Honda Center have reached a deal with L.A.-based Sparkletts bottled water, which will have a table on the plaza concourse level at every event at the arena. Additionally, Sparkletts will provide the Honda Center and the Ducks with five gallon water and coffee service (Honda Center)....Vancity and Citizens Bank of Canada have launched a $50 prepaid Visa card, the first in their "series of 10 Olympic-themed cards." Citizens Bank and Vancity Dir of Prepaid Visa David Chong said that the bank "doesn't know how the Canadian market will respond" to the cards. Chong said Visa Int'l during the '06 Turin Games sold 650,000 cards, and noted that if Citizens Bank "sells half that number, it will be considered a success" (Vancouver PROVINCE, 11/11).