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SBD/January 25, 2013/Marketing and Sponsorship
Auto Advertisers Feature Women, Humor In Super Bowl Ads
Published January 25, 2013
BEHIND THE WHEEL: The TORONTO SUN reported Upton’s “saucy Super Bowl advertisement" has been criticized by a parenting group for "selling sexual objectification.” Mercedes-Benz’ 90-second promo starring Upton “has attracted heavy criticism from officials at the Parents Television Council.” A rep for the organization said, "This ad reinforces for millions of wives, daughters and sisters across the country that you use your sex appeal to get what you want. If anything, this ad proves that we’ve regressed rather than progressed over the last several years" (TORONTOSUN.com, 1/24).
RUNNING ON HIGH: MEDIA POST’s David Goetzl noted Skechers will “double its Super Bowl presence this year” from '12. The company said that it would “air two spots in the second quarter, one attached to the two-minute warning and another with football great Joe Montana.” The GORun line “will be plugged again,” but with a “cheetah trying to outrace a human with the shoes.” Montana will “back another line” (MEDIAPOST.com, 1/23).