SBD/January 28, 2011/Marketing and SponsorshipPrint All
Snickers' Super Bowl XLV ad will feature comedians Roseanne Barr and Richard Lewis "in a commercial called 'Logging' that will air during the third quarter," according to Eleftheria Parpis of ADWEEK. Details on the setting "have not yet been revealed," but it "will be tough to beat last year's performance." The Super Bowl XLIV ad that featured Betty White and Abe Vigoda “topped the USA Today Ad Meter.” This year's campaign will also include a “series of print and digital ads that will feature Lewis and Barr.” Snickers officials said Lewis will star in a “bonus interactive experience” on YouTube that will launch with the TV ad (ADWEEK.com, 1/27). AD AGE's E.J. Schultz reported Mars "was believed to have wrestled with the decision on which of its two flagship brands to push, Snickers or M&Ms." Mars Chocolate North America Chief Consumer Officer Debra Sandler said one reason Snickers was chosen was because the brand "does quite a bit with sports throughout the rest of the year." The ad comes via BBDO, N.Y. (ADAGE.com, 1/27).
NO GRAND SLAM DEAL THIS YEAR: AD AGE's Rupal Parekh noted Denny’s is one of the “more noticeable absences” from the Super Bowl broadcast. The restaurant chain “dropped out this year, despite two consecutive Super Bowl appearances in 2009 and 2010 during which it promoted free breakfast giveaways it claimed at the time were a great success.” The “decision to pass came” from Denny’s CMO Frances Allen. Allen said, “I don't think we sat down one day and said, ‘You know what, we're not gonna do Super Bowl.’” She added, “We have done Super Bowl for the last two years and it has accomplished the objective of reintroducing the Denny's brand to America and giving back to our guests. The Super Bowl is a big splash and a way of getting noticed, but we've really found that our guests want consistent appreciation over time. We are giving back to them every day; we didn't feel the need to do the one-hit wonder for the Super Bowl in 2011.” More Allen: “It is a very expensive exercise and I don't believe it's necessary for us to continue to put all our eggs in one basket” (ADAGE.com, 1/26).
GETTING A LITTLE NUTTY: In N.Y., Stuart Elliott reports Planters will have an ad during Fox' pregame show that is "part of a new campaign giving the venerable Planters brand spokescharacter, Mr. Peanut, a new look." The ad "introduces a character named Alejandro, an almond who behaves like a cross between Antonio Banderas in the movie 'The Mask of Zorro' and Johnny Depp in the movie 'Don Juan DeMarco.'" The commercial promotes Planters' "line of flavored almonds," and features the new-look Mr. Peanut and his "new sidekick, Benson." The spot was created by Being, N.Y. (NYTIMES.com, 1/28).
NOW A WORD FROM OUR SPONSORS: MEDIAWEEK’s Steve McClellan noted a Lightspeed Research report based on a survey of 2,000 online respondents earlier this month found that during the Super Bowl, “nearly as many viewers will be watching for the ads, the halftime show or ‘just for the fun of it.’" Fifteen percent indicated that they would “tune in primarily for the ads.” Lightspeed also found that 30% of respondents “will watch because it will let them participate in a social activity with family or friends” (MEDIAWEEK.com, 1/26).
UP TO OLD TRICKS: The AP's Jon Krawczynski notes the T'Wolves in recent years have "come up with some of the most creative and funny ideas to promote their players." The team "sent GPS machines to coaches two years ago as part of former center Al Jefferson's 'road map to Phoenix' for the All-Star Game," and they also "put together an infomercial on Love's 'Miracle Glass Cleaner' as they pushed to get Love the rookie of the year award" in '09 (AP, 1/28).
LOVIN' THEM SOME LOVE: The STAR TRIBUNE's Zgoda notes Love "has been everywhere on the Internet and cable networks ... after he became the first NBA player since 1982 to reach 30 points and 30 rebounds" during a game against the Knicks in November. A four-man camera crew shooting for NBA TV "shadowed Love on consecutive days two weeks ago for the network's '24 Hours' program, an around-the-clock look at life with an NBA star leading to game night." The episode will air Tuesday. Part of Love's "national appeal is his willingness and availability to do radio and TV interviews." He also "writes a regular blog for GQ magazine," has made cameo appearances on HBO's "Entourage" and the Disney Channel's "The Suite Life on Deck," and he has "boarded the ESPN recreational vehicle for two of that network's NBA commercials." Love said of the appearances, "It's good for the Timberwolves, it's good for the league, it's good for me. I'd be lying to you if I didn't say some of it wasn't in my self-interest. It's definitely building a brand for me" (Minneapolis STAR TRIBUNE, 1/28).
The U.S. Figure Skating Association has signed Bayer's Alka-Seltzer Plus as an official sponsor in the cold and flu category. The brand will be featured in multiple advertising units during this weekend's U.S. Figure Skating Championships, which are being held in Greensboro, N.C. The brand also receives official category designation, on-site signage and rights to use the USFSA logo. In addition to Alka-Seltzer, USFSA signed Lumber Liquidators subsidiary Cabinets To Go as a television and on-site advertiser for the event. The event also will feature USFSA's roster of incumbent sponsors, which includes event title partner AT&T, State Farm and Smuckers. USFSA last year acquired the rights to the Int'l Skating Union's Grand Prix events. It sublicensed the rights from Universal Sports this year and ratings are up 30% compared to last year and averaging a 0.9, according to Van Wagner Sports President Cliff Kaplan, who assists USFSA with sponsorship and advertising sales. Kaplan: "What I was most heartened about was that the ratings growth was done in a post-Olympics year and we had very good sales efforts against that." NBC will air seven hours of skating from this weekend's event.
The Ninth Circuit Court of Appeals rejected a request from the major sports unions to be given five minutes to argue on behalf of former college football QB Sam Keller in his lawsuit against Electronic Arts. Keller is suing EA for allegedly using his image without his consent. EA is appealing a U.S. District Court judge’s refusal to dismiss the case. The players' unions in November filed a friend of the court brief on behalf of Keller, and earlier this week requested they be given five minutes at the Feb. 15 appeal hearing. The court, without explanation, turned them down. The unions are the NFLPA, MLBPA, NBPA, NHLPA and the MLSPU.
Nike Golf President Cindy Davis said Tiger Woods “has always been an integral part of Nike Golf” and he remains “part of our story this year.” Davis: “He’s in our advertising already. We’ve featured him already in print ads, and he was it. He’s in our television campaigns. People are going to see him.” Davis said Woods’ personal issues are “old news.” Davis: “I think everybody wants to watch this guy play the kind of golf that he can play” (GOLFWEEK.com, 1/26).
STUNNER SHADES: In Ft. Lauderdale, Ira Winderman reports the NBA has banned Heat G Dwyane Wade “from playing in the tinted goggles he had utilized since Monday to combat the effects bright lights have had on his migraines.” Heat coach Erik Spoelstra said that the team “was told the goggles, because of the tinting, presented Wade with an unfair advantage because opponents could not clearly see his eyes.” The Heat previously “sent pictures of Wade’s eyewear to the league office,” but Thursday was the “first time the goggles were subject to direct inspection” (South Florida SUN-SENTINEL, 1/28). Wade wore an orange-tinted pair of goggles instead during Thursday night’s game against the Knicks (NEWSDAY, 1/28).
GIDDY UP: In San Antonio, Scott Bailey reported the local Northside Ford dealership named Spurs F Tiago Splitter “its first celebrity spokesman,” signing him to a one-year deal with an option for two more years. Splitter will “appear in a series of television commercials for the San Antonio-based auto dealership.” The spots are part of Northside Ford’s new ad campaign and “are scheduled to run from February through May.” In one of the spots, Splitter is “dressed in rodeo gear, complete with cowboy hat and boots” (BIZJOURNALS.com, 1/27).
REAPING THE BENEFITS: After winning the NFL's "Back To Football" corporate campaign rally competition in September, league sponsor Pepsi was rewarded with a commercial about the event, produced by NFL Films. The ad will air during Fox' broadcast of the Pro Bowl Sunday (Terry Lefton, THE DAILY).