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SBD/Issue 45/Sponsorships, Advertising & Marketing
Names & Faces: Candace Parker Stars In New ESPN Commercial
Published November 17, 2008
In L.A., Diane Pucin reported WNBA Sparks F Candace Parker stars in a new 30-second spot for ESPN, titled "Dunk," and WNBA Commissioner Donna Orender said that Parker's chance to be in the spot is a "big deal for a league struggling to earn attention in a cluttered sports world." Orender: "Every sport is jockeying for sponsorship and position." In the spot, Parker appears in ESPN's "SportCenter" offices as an "unassuming female who can dunk a basketball amid a bunch of male sports anchors." The spot features ESPN on-air personalities Stuart Scott, Brian Kenny, Jay Harris, Scott Van Pelt and Neil Everett wearing "strength shoes" that "make the men clumsy oafs as Parker floats through the room." The ad shows Van Pelt "trying to walk in the cafeteria while balancing his tray and almost falling," while Harris "trips and falls and Parker reaches down to help Harris to his feet" (L.A. TIMES, 11/16).
CHARGE AHEAD: Yesterday's Chargers-Steelers game marked the first time Steelers S Troy Polamalu and Chargers RB LaDainian Tomlinson met since filming their Nike spot, "Leave Nothing," at Qualcomm Stadium this summer. The spot was directed by film director David Fincher, and Polamalu said, "I thought it was pretty cool. ... The extras are amazing, They're actually ex-football players." Steelers LB Lawrence Timmons said of the spot, "One of the best commercials I've ever seen" (PITTSBURGH POST-GAZETTE, 11/15).
THE BEST A MAN CAN GET: USA TODAY's Laura Petrecca in a front-page Money section cover story reports a new Gillette TV spot, featuring NASCAR driver Carl Edwards, "seeks to justify the cost of its Fusion Power razor blades, at $20 to $25 per eight-pack." A voiceover in the ad asks, "In the world of high performance, what machine can you run for as little as a dollar a week?" Edwards in the commercial adds, "Now that's money well spent" (USA TODAY, 11/17).







