U.S. Soccer Stalls On NASL Decision A's Kaval Hosts "Office Hours" With Fans Kings, Sacramento Spar Over KJ Jersey New Documentaries On Olympic Channel NASCAR, Monster Energy Execs Meeting Minor Leaguers' Recovery Studied Intercollegiate Athletics Forum Starts Today SEC Title Game Audience Down MLB Distributes $77M In Playoff Pay A-B InBev's Busch Brand Gets Super Bowl Ad
SBD/Issue 86/Sponsorships, Advertising & Marketing
Boost Mobile Using '85 Bears Players In New Super Bowl Spot
Published January 18, 2010
|Boost Mobile Featuring Former Bears
Players In Its First Super Bowl Spot
DOLLARS & NONSENSE? Chrysler last week announced it will air a 60-second spot for its Dodge brand during the Super Bowl, and AD AGE's Rupal Parekh notes the company's decision to return to the game now, "after a five-year hiatus and on the heels of bankruptcy, set off a debate among consumers whether spending that kind of cash was kosher." Within hours of the news, Chrysler was "getting skewered in the blogosphere by angry consumers who dubbed the high-profile buy a waste of taxpayer dollars." Parekh: "What's a company who's taken a handout to do? Marketing is a part of the normal course of any business, and essential to rebuilding tattered brands. But when you're screamed at for spending money, is it worth it?" (AD AGE, 1/18 issue).