South Florida Super Bowl Committee Debuts Ad Promoting Games

South Florida Begins Touting Super Bowl XLIV

The South Florida Super Bowl Host Committee has "debuted a television spot" in its "first big sell to promote" Super Bowl XLIV and the Pro Bowl, according to Jeff Zbar of the SOUTH FLORIDA BUSINESS JOURNAL. The ad "shows Vikings, mascots and fans of various teams running up what appears to be Ocean Drive." They "sport team colors, jerseys, hats -- and flip-flops." The fans are "then distracted by a trio of bikini-clad ladies running across the beach." The ad's voiceover says, "Ten incredible days of reverence and revelry," and then the ad closes with the tagline "Let there be football." The spot debuted at Land Shark Stadium during the November 15 Buccaneers-Dolphins game. Miami-based Ronin Advertising Group CEO Evan Contorakes said that the ad is "produced both in English and Spanish," and will "air on general market and Hispanic TV stations and networks across South Florida." He said that images "taken from the TV shoot will run on building sides, transit stations, buses, Metrorail and other out-of-home venues." He added that the agency is "awaiting NFL approval to air the spot in other NFL markets." Contorakes said that the "goal would be to steer out-of-market fans to a landing Web page that would enable them to buy tickets for the Pro Bowl" (SOUTH FLORIDA BUSINESS JOURNAL, 11/20 issue).

SECRET, SECRET, I'VE GOT A SECRET: Diamond Foods' Pop Secret brand announced that it will air a new commercial during CBS' Super Bowl XLIV telecast on February 7. Goodby, Silverstein & Partners, S.F., is the snack food company's ad agency of record (Diamond Foods).