SBD/September 7, 2012/NFL Season Preview

Leader Of The Pack: Greg Jennings Stars In Latest Old Spice NFL Marketing Campaign

Old Spice on Tuesday debuted its new NFL marketing campaign featuring Packers WR Greg Jennings. The two-time Pro Bowler will appear as the brand's newest Old Spice Guy in a series of TV and print ads showcasing the Old Spice Champion product and containing the "Believing in Your Smellf" tagline. Developed with Wieden+Kennedy, Portland, Old Spice's "Believe in Your Smellf" campaign features a total of seven TV ads -- three 30-second and four 15-second spots. The campaign's 30-second spot “Film" debut Wednesday night during the Cowboys-Giants game on NBC. The subsequent spots will roll out over the course of the season (Procter & Gamble). In Green Bay, Richard Ryman notes with men as the target market, the ads "will appear primarily during NFL programming." They also "will be seen on YouTube and Facebook" (GREEN BAY PRESS-GAZETTE, 9/6).'s Will Brinson noted Old Spice last year "unveiled their first commercial featuring an actual NFL player (instead of a former one) with Ray Lewis riding a Raven." It was "weird, and it was awesome." Jennings' spot is "not necessarily as whacked out as the Lewis commercial, but it's also fantastically bizarre, and it makes the third-straight year that Old Spice has whipped up a creative commercial for the NFL season without producing an ad that's destined to get old quickly" (, 9/4).

NATURAL PREDATOR: Packers LB Clay Matthews has signed a sponsorship deal to promote Gillette's Fusion ProGlide razor during the NFL season. Matthews will appear in digital advertising and in-store displays, as well as star in a new 30-second ad scheduled to debut in October. Fans are being asked to upload pictures of them imitating Matthews' "Predator pose" to Gillette's Facebook page as part of an effort to raise $100,000 for the Boys & Girls Club of America (P&G). The company is donating $1 for each picture that is uploaded to Facebook (GREEN BAY PRESS-GAZETTE, 9/6). Meanwhile, Verizon is running a full-page ad in Friday's USA Today featuring Matthews holding a mobile phone and promoting NFL Mobile from Verizon. The ad's copy reads, "They've Got Their Game Day Strategy. Here's Yours" (THE DAILY).

QB CLUB: In Milwaukee, Don Walker noted Packers QB Aaron Rodgers "has filmed a new ad" for State Farm that will "appear later this fall." The spot will "be in a similar comic vein with the earlier State Farm ads" (, 9/5)....An UGG Australia ad featuring Patriots QB Tom Brady went up several days ago on the side of a Boston building to join a similar ad in N.Y., but while the Boston ad is "big, New York is waaaay bigger." M&C Saatchi Account Dir Mark Tanno, whose firm is the agency of record for UGG, said, "It was not purposeful in terms of the size difference in the markets ... it was basically a decision based on the best space available in both cities" (BOSTON HERALD, 9/7)....Giants QB Eli Manning appears in a "new round of Toyota spots featuring spokescharacter Coach T." The debut spot aired during Wednesday's Cowboys-Giants game. Future spots in the campaign will include Pro Football HOFers Joe Gibbs and Mike Ditka (, 9/5).
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