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SBD/January 21, 2011/Marketing and Sponsorship
A-B's Super Bowl Efforts Will Include Spot For Stella Artois
Published January 21, 2011
IN A COMFORT ZONE: In N.Y., Stuart Elliott notes this year's Super Bowl audience will see a "batch of busy, glossy new commercials infused with time-tested entertainment elements like celebrities, animals, attractive young women and yes, babies." Critics often "deride such content as corny or predictable," but ads "replete with mainstays or memes are meant to appeal to the mass audience that tunes in each year for the Super Bowl." As such, it is "not surprising" that E*Trade again will use talking babies in its Super Bowl efforts. The company "intends to run one commercial in the third quarter of the game and another immediately after the game ends." Plans also call for a "baby to 'talk' with Fox Sports during a segment of the pregame show." Elliott notes E*Trade and its agency, Grey N.Y., are "deciding between two commercials for the two slots." One spot "features a baby who does well enough investing through Etrade.com that he can afford a tailor -- and the tailor is not doing too badly, either." E*Trade CMO Nick Utton said the other presents "a very educated baby discussing the merits" of the company with another character (N.Y. TIMES, 1/21).
STAYING FOCUSED: In Denver, Electa Draper reports nonprofit group Focus on the Family's commercial starring Broncos QB Tim Tebow, which debuted during last year's Super Bowl, "will receive the National Religious Broadcasters award for Best Television Commercial at its February convention in Nashville" (DENVER POST, 1/21).