SBD/Issue 56/Sponsorships, Advertising & Marketing

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  • GE Returning As Super Bowl Advertiser; Pedigree Running First Ad

     
    General Electric (GE) is "suiting up for the Super Bowl for the first time in decades," as sources indicated that GE is "expected to get back in the game now that NBC -- part of GE's NBC Universal unit -- has the broadcast rights to the event," according to Holly Sanders of the N.Y. POST. The Super Bowl XLIII buy is "in keeping with GE's strategy of focusing its TV ad dollars on NBC Universal properties." Several ad veterans said that they "couldn't remember when GE had advertised" last during the Super Bowl, but the "consensus appears to be 1982." It is "unclear what pitch GE will make during" NBC's broadcast of the Super Bowl on February 1 (N.Y. POST, 12/4).

    GOING TO THE DOGS: AD AGE’s Brian Steinberg reported Mars’ Pedigree dog food will air its first-ever Super Bowl ad during February's game in "what may be a first for the dog-food category.” Pedigree spokesperson Jody Menaker said that the company “will run one 30-second ad during the game,” via Omnicom Group’s TBWA/Chiat/Day. Menaker “declined to offer information about when the ad would run during the contest or what would be featured in the commercial itself” (ADAGE.com, 12/3).

    LIGHTS, CAMERA, ACTION: SI's Joe Lemire reports Super Bowl advertisers "don't appear to be suffering remorse," as the cost of up to $3M for a 30-second spot "just might remain a ... bargain." Fox' broadcast of Super Bowl XLII last February drew 97.4 million viewers, and last year's price of $2.7M per each 30-second ad slot "broke down to a cost per mille (i.e., the cost to reach 1,000 viewers) of $27.70." By comparison, an ad during a regular-season "Sunday Night Football" broadcast on NBC costs $434,792, and with an "average of 11.7 million viewers through 10 games this fall, that's a cost per mille of $37.16." Deutsch Inc. Chief Media Officer Peter Gardiner said the Super Bowl is "still the only time you can reach pretty much everyone who's watching TV on a given day." PepsiCo Senior PR Manager Dave DeCecco said of airing ads during the Super Bowl, "We can't afford not to participate. When you consider how many people watch, the costs are pretty good" (SI, 12/8 issue).

    HERE WE GO AGAIN: In L.A., Jim Peltz reports IRL driver Danica Patrick yesterday "starred in a commercial being shot" for GoDaddy.com that is "scheduled to appear" during the Super Bowl XLIII broadcast (L.A. TIMES, 12/4).

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  • Jordan Brand To Air New Ads For "Become Legendary" Campaign

    Richard Hamilton, Chris Paul, Carmelo Anthony
    Featured In New Ads Debuting Sunday
    Jordan Brand "will launch new TV ads this weekend continuing its 'Become Legendary' rallying cry," according to Kenneth Hein of BRANDWEEK. Jordan Brand is "eyeing the success its parent company Nike has had with 'Just do it'" campaigns, and Jordan Brand has "pledged to make a long-term commitment to the marketing message." The first of three new national ads, titled "Simple Math," is scheduled to debut on Sunday. The ad "focuses on what it takes to be a successful college football team, namely hard work and relentless training." Jordan Brand endorsers Hornets G Chris Paul, Pistons G Richard Hamilton and Nuggets F Carmelo Anthony will all appear in the campaign, which "includes a series of motivational print ads." Jordan Brand Brand Manager Justin Burke said that the "Become Legendary" tagline and its theme of "inspiring people to exceed their own potential will be the focus of the brand 'for a long time to come.'" Burke: "We will build a foundation around that and invest it with meaning" (BRANDWEEK.com, 12/3).

    JUST DO IT: SPORTINGNEWS.com's Chris Littmann noted Nike and Wieden & Kennedy, Portland, in July "created a lot of controversy with a series of ads for the Nike Hyperdunk that featured players getting dunked on." In a few cases, the ads were "deemed homophobic by some because of the words 'That Ain't Right' plastered over the image." The tagline has reappeared on the "sole of a new Hyperdunk set to drop next week," but this time there is "no image accompanying the slogan" (SPORTINGNEWS.com, 12/3).

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  • Real Men Wear Pink: Nike Launches Viral Ad For New Soccer Cleat

    Watch The Clip
    Nike has launched a new viral ad campaign which teams German Bundesliga club Bayern Munich MF Franck Ribery “with the Pink Panther," according to Joe Thomas of BRAND REPUBLIC. Wieden & Kennedy, Amsterdam, has developed ad, which is in support of the new Pink Mercurial Vapor IV soccer cleat. In the 60-second spot, Ribery is “wearing the boots and mimicking the character of the Pink Panther" (BRANDREPUBLIC.com, 12/3). In N.Y., Jack Bell wrote Nike's "new pink cleats are all the (out)rage in Europe." The cleats, which are available in the U.S. for $205, were first seen worn by Ribery and several other European soccer players, including F Andrei Arshavin, F Hatem Ben Arfa, F Milan Baros, D Marco Materazzi and F Amauri. Commentators during Sunday's broadcast of the Arsenal-Chelsea English Premier League match said of Arsenal F Nicklas Bendtner, who was wearing the pink cleats, "It takes a big man to wear pink boots. ... I guess he's in touch with his feminine side." Arshavin said, "This boot has a little bit of provocation and fun, but it won't be too much. It will probably amuse football fans or puzzle competitors. Football is a game" (NYTIMES.com, 12/2).

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