SBD/November 12, 2012/Marketing and Sponsorship

Century 21 To Air Super Bowl Ad Again, Inks Presenting Sponsorship For Pregame Show

Century 21's '12 Super Bowl ad featured U.S. speedskater Apolo Anton Ohno
Century 21 CMO Beverly Thorne said that the real estate company is returning to the Super Bowl in ‘13 for “a second go-round,” according to Brian Steinberg of AD AGE. Thorne said that Century 21 “expects to air a 30-second spot early in the third quarter, just a little past the end of the halftime show.” She added that the company soon plans to “start discussing creative concepts with its agency, Red Tettemer of Philadelphia.” As part of its deal with CBS, which is broadcasting the game Feb. 3, Century 21 also will be a “presenting sponsor of part of the network's pre-game broadcast and have its ads run throughout the day.” Century 21 had “for some time put the majority of its efforts into web-based advertising and stayed off TV.” The company then “used an ad berth in NBC's broadcast of the 2012 Super Bowl to reinvigorate interest in home sales and purchases during what has arguably been the worst era for that sort of activity in decades.” The company joins a ‘13 Super Bowl advertising roster that also includes “PepsiCo, Anheuser-Busch InBev, Audi of America, Cars.com, GoDaddy.com, Hyundai/Kia, Best Buy, Mercedes-Benz and Coca-Cola” (ADAGE.com, 11/9).
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