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SBD/December 13, 2011/Marketing and Sponsorship
Dannon To Become First Yogurt Company To Advertise During Super Bowl
Published December 13, 2011
BIG-TIME ADS: AD AGE's E.J. Schultz noted that Century 21 will be advertising during Super Bowl XLVI in a "big way, with a 30-second spot in the third quarter, plus 11 pre-game ads, and a sponsorship of a half-hour block of the pregame show on NBC." Century 21 went "back on air this year with its new 'Smarter, bolder, faster'" campaign that "focuses on its agents." The campaign is "expected to be the foundation for the Super Bowl work." The ads are being "handled by independent shop Red Tettemer & Partners of Philadelphia, the marketer's creative and digital shop." Century 21 CMO Beverly Thorne said, "We will reveal it before the game itself. But what I can tell you is, absolutely our creative is very focused heavily on the power, strength and knowledge of our agent, who is smarter, bolder, faster. So our agent will be front and center in our creative, no doubt about that" (ADAGE.com,12/9).