SBD/July 11, 2012/Marketing and Sponsorship

I Want Candy: Tom Brady "Arrested" In New Ad For Boston-Based Candy Company

Patriots QB Tom Brady appears in a new ad for Boston-based healthy candy company Unreal Brands in which he participates in a "staring contest" with fans, according to Steve Silva of the BOSTON GLOBE. The ad, which was shot at a CVS pharmacy on June 7, shows customers being told they will "get free candy if they can win a 30-second staring contest with a mystery person behind a black curtain." When the curtain is opened, it is Brady "staring back at them." Eventually one of the shoppers "beats Brady at the blinking game." Brady is later "'arrested' by a police officer for giving out candy to kids." Brady says in the last scene, "I didn't know giving out candy to kids is illegal" (BOSTON.com, 7/10). In Boston, Ira Kantor notes Unreal Brands is the "brainchild of Hub entrepreneur Michael Bronner and his now 15-year-old son, Nicky." Along with Brady and his wife, model Gisele Bundchen, actor Matt Damon "has been wooed by the company to promote its healthy treats on social media" (BOSTON HERALD, 7/10). The Boston Herald's Jeff Howe wrote, "This Tom Brady commercial is good, but it's also got one hilariously awkward moment you need to see." Comcast SportsNet New England's Mary Paoletti wrote, "Tom Brady's best commercial yet. And not just because he gets arrested for giving candy to little kids" (TWITTER.com, 7/11). Meanwhile, in Boston, Fee, Raposa & Johnson noted Brady was recently seen "sprinting in a spot for Under Armour's new Spine running shoe" (BOSTON HERALD, 7/10)
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