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SBD/Issue 88/Sponsorships, Advertising & Marketing
CBS Gives Early Approval To Focus On The Family Super Bowl Ad
Published January 20, 2010
THE WRONG MESSAGE AT THE WRONG TIME? CBSSPORTS.com's Gregg Doyel noted the ad may carry a "beautiful, undeniable message," but he wrote, "I don't want to see. Not during the damn Super Bowl." Doyel: "I'm not complaining about the ad because it's anti-abortion and I'm not. I'm complaining about the ad because it's pro-politics. And I'm not. Not on Super Sunday" (CBSSPORTS.com, 1/19). In Virginia, Bob Molinaro writes Super Bowl viewers "shouldn't be ambushed by political advocacy ads." It can be a "great thing when men and women believe in something bigger than themselves," but by teaming up with Focus on the Family, Tebow is "stepping out of the spiritual arena into the political, where idealism doesn't stand a chance" (Norfolk VIRGINIAN-PILOT, 1/20). In Ft. Lauderdale, Dave Hyde noted some people "will be upset" if the Tebow spot carries an anti-abortion theme as rumored, but "an athlete gets to use the platform however he/she wants." Tebow "wants to deliver Christian-based sermons." But Hyde noted it remains to be seen if such an ad "will affect how some teams view him" ahead of April's NFL Draft (SUN-SENTINEL.com, 1/19).
FLORAL ARRANGEMENT: Teleflora today announced it will return to the Super Bowl with a Valentine's Day-themed 30-second spot, set to air during the game's second quarter. Last year's game on NBC marked Teleflora's first time advertising during the Super Bowl, and this year's spot brings back the company's talking flowers campaign launched in '08. The ad, via in-house agency Fire Station, will continue to air through February 12 (Teleflora).