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SBD/February 1, 2013/Marketing and SponsorshipPrint All
Super Bowl XLVII "doesn't look terribly exciting to marketers seeking endorsement talent," according to Baker Street Advertising Senior VP & Exec Creative Dir Bob Dorfman in his annual pre-Super Bowl marketability report. The "leading product-pitching candidates" heading into this year's game are 49ers QB Colin Kaepernick and Ravens LB Ray Lewis. Also marketable are "a pair of sibling head coaches with little patience for media games" in John and Jim Harbaugh. Kaepernick, though still "raw on camera and too heavily tattooed for conservative advertisers ... has the biggest marketing upside of any player." He could "become very familiar very quickly to a broad American audience." A Super Bowl ring "in his first try could vault Kaepernick into seven-figure deal territory." Dorfman writes no "other player in this Super Bowl can match Lewis' marketing resume, which includes deals with Under Armour, Old Spice, Visa, EA Sports, and a future TV analyst gig with ESPN." But he is "not everyone's cup of tea." There is that "checkered past, that thing about the deer antler spray, and that raging ego." With retirement "imminent, he's not the pitchman you want if you're after an active player." But Lewis "will certainly remain highly visible in retirement, and a viable choice for any product that's strong, works hard and lasts long." Meanwhile, a win Sunday would propel Ravens QB Joe Flacco "into elite QB status and could earn him a bundle in local Baltimore marketing deals and speaking engagements, but it may take more than one to make impression nationally." Kaepernick and Ravens RB Ray Rice both appear in a "got milk?" ad in Friday's edition of USA Today. Whoever wins Sunday will then appear in a solo Milk Mustache ad in USA Today on Monday (THE DAILY).
BUILDING A BRAND: USA TODAY's Jeffrey Martin writes Kaepernick's decision to apply for a trademark for "Kaepernicking" and five other terms with the U.S. Patent & Trademark Office "might appear to be a play for cash," but he "insists his motives are pure." Kaepernick said, "Camp Taylor is a foundation that I'm connected with right now, and anything I can do to help them and help those kids is something I want to do." N.Y.-based attorney Jaia Thomas, who specializes in intellectual property law and advises athletes and celebrities, said, "It's important because if they don't get around to trademarking it, someone else will." Thomas added, "If Kaepernick doesn't file for it, that gives me or you the right to make a million T-shirts with his name on it and make a profit off his name and his brand. Colin is trying to make sure that doesn't happen" (USA TODAY, 2/1). Meanwhile, in S.F., Jeff Elder noted fans can "get all kinds of NFL memorabilia at the Super Bowl -- except authentic" Kaepernick items. He simply "burst on the scene so suddenly that there isn’t much to collect." But if the "young star helps his team win the Super Bowl, experts say there will be a run on collecting real memorabilia" (SFGATE.com, 1/31). However, CBSSPORTS.com's Mike Freeman said even if Kaepernick performs well Sunday there will be a "segment of the population" that will not embrace him as a superstar because he is an "African-American quarterback with tattoos." Freeman said, "Some people just won't accept that. There's going to be some issue no matter what happens because to some people they want their quarterbacks to not look like that" ("Rome," CBS Sports Network, 1/30).
IN THE DETAILS: According to marketing index Celebrity DBI, consumers consider Lewis to be among the NFL's most influential players, on par with players like Patriots QB Tom Brady and Packers QB Aaron Rodgers. Among all celebrities in the DBI database, Lewis' influence score is in the same neighborhood as NBC's Ryan Seacrest and actors Jessica Biel, Ryan Reynolds and Tina Fey. 49ers WR Randy Moss has the highest awareness score among players in this year's Super Bowl, known by nearly 55% of U.S. consumers. Lewis is close behind, as he is known by about 54%. Consumers found Kaepernick to be the most likable athlete in the game, with his 40% score ranking on par with actors Owen Wilson and Leonardo DiCaprio and Super Bowl halftime performer Beyonce. According to the index, 49ers coach Jim Harbaugh is better known than Ravens coach John Harbaugh. Thirty-five percent of consumers recognize Jim, while less than 30% know John. But John wins in appeal, outscoring his brother by two points. Consumers also find John to be slightly more trustworthy than Jim (DBI).
PERFECT SEASON NOT EQUAL TO PERFECT PITCH: The '72 Dolphins team that went undefeated was profiled on Bloomberg TV's "Sportfolio" this week, and members of the team had varying success trying to cash in on the achievement in the immediate aftermath. Jake Scott, who was named Super Bowl VII MVP, said he was not offered many endorsement opportunities and he "didn't make many public appearances or anything." But Bob Griese said he had a "bunch" of endorsements, with Sears being the "biggest one." Dick Anderson said, "You usually got a car dealer to do ads for and get a car." Horrow Sports Ventures CEO Rick Horrow said, "Most of the 1972 Dolphins were not offered 15 minutes of instant fame, but many of them parlayed perfection into lasting careers." Coach Don Shula is a "restauranteur," Larry Csonka "has a television production company" and Nick Buoniconti "has enjoyed success in a number of fields since his retirement from football, including broadcasting, athlete representation and corporate law." Horrow: "Perfection didn't bring the members of the 1972 Dolphins instant riches, but the experience laid the foundation for sustained success" (“Sportfolio,” Bloomberg TV, 1/30).
Hollywood studios in their Super Bowl ad strategy “go with their A-list players and leave the scrubs at home,” as independent movies and smaller studio releases “without mass appeal didn’t bother to step into the Super Bowl ring,” according to Bryan Alexander of USA TODAY. For Joe Roth, the producer of Disney's upcoming release “Oz the Great and Powerful,” the decision to add a Super Bowl ad to a “movie’s bottom line is not taken lightly.” But he said that the “allure of the mass audience is worth the investment" for the film, which is a prequel to “The Wizard of Oz.” Roth said, “If it’s a movie that plays to 12-year-old girls, we wouldn’t do it. This is an 8-to-80 picture, It is not going to leave anyone out. And the Super Bowl is really the only television event of the year that plays that way.” Alexander notes at least six upcoming movies will have spots in CBS’ Super Bowl XLVII broadcast. “Oz the Great and Powerful” will run a spot in the first quarter of the game, while Paramount's “Star Trek Into Darkness” will air one in the second quarter. Disney's “The Lone Ranger” will unveil a 90-second ad during the pregame show, and Paramount's “World War Z” has a spot “just after the national anthem” (USA TODAY, 2/1).
SAY WHAT? MASHABLE’s Todd Wasserman noted actors Seth Rogen and Paul Rudd “will appear in a 2-minute Samsung ad slated for the fourth quarter.” A Samsung spokesperson said the ad is called "The Big Pitch" and "shows Rogen and Rudd on a quest to become the Next Big Thing" (MASHABLE.com, 1/31). ADWEEK’s Tim Nudd noted Samsung “has some fun with the NFL’s strict trademark rules around the Super Bowl” in its teaser with Rogen, Rudd and Bob Odenkirk. Rogen and Rudd in the teaser “pitch ideas to Odenkirk for a Super Bowl commercial -- except Odenkirk won't let them say ‘Super Bowl,’ or the names of the two teams that are playing.” The full ad as well as an extended version “will be released online later this week.” Consumers will “be able to weigh in on their favorite moments and win prizes using the hashtag #TheNextBigThing” (ADWEEK.com, 1/31).
DESERT SCORN: USA TODAY’s Gary Strauss notes Coca-Cola “came under some fire from Arab-Americans for its Coke Chase spot, which briefly features an actor wearing desert garb trying to coax a stubborn camel.” Viewers are asked to vote for a race winner, but the Arab is “not among those on Coca-Cola's online ballot.” That exclusion “drew charges of racism from the American-Arab Anti-Discrimination Committee and Muslim Institute for Interfaith Studies.” But critics Thursday “backed off their complaints after Coca-Cola explained the back story of the ad and plans to develop the character on TV and the Internet” (USA TODAY, 2/1). Meanwhile, in Portland, Allan Brettman notes ad agency Wieden+Kennedy is again “offering a one-two punch" of commercials and a social media presence, “just as it did last year for Coke.” W+K Art Dir James Moslander said, "We try to create a nice, beautiful spot in the midst of the other great commercials that people will enjoy." Brettman writes not every product on display during commercial timeouts “needs to have such a heavy social media presence, but Coke executives have grown fond of the concept.” This marks the “seventh consecutive year Coca-Cola has worked with W+K for Super Bowl commercials” (Portland OREGONIAN, 2/1).
LIGHTEN UP: AD AGE’s Ann-Christine Diaz noted the U.S.-based Institute of Caribbean Studies and the Caribbean Heritage Organization, “advocates for the Caribbean-American and expat communities, have issued a joint statement praising” Volkswagen’s Super Bowl spot created by Deutsch, L.A., that “shows a Minnesotan man attempting to lift the spirits of his officemates on a dreary Monday by speaking to them in Jamaican patois" (ADAGE.com, 1/31). Meanwhile, Fox Business’ Dennis Kneale said Ad Week claims Mercedes-Benz' ad featuring Kate Upton is the "clear winner” among Super Bowl ads, as “prudish consumer groups already have protested about the objectification of a woman who makes her living wearing short shorts and bikini.” Kneale said of Mercedes ads featuring Upton and actor Willem Dafoe as the devil, “What all that has to do with the new Mercedes CLA model … escapes me, but hey, it’s the Super Bowl" (“Markets Now,” Fox Business, 1/31).
OTHER AD NOTES: In Richmond, Randy Hallman reported Pizza Hut has the “last commercial before the kickoff" that “capitalizes on the second word” in the chain’s name. The ad is from The Martin Agency, Richmond, and Group Creative Dir Andy Azula said, “It’s a branding ad, and ‘Hut’ is half their name. It’s their God-given right to own football. You can’t play football without saying ‘hut.’” Azula's company “thought about using clips of quarterbacks -- professional and college -- calling signals, but scrapped that approach and decided instead to invite fans to send in their homemade videos, a few of which would be chosen for the commercial” (RICHMOND TIMES-DISPATCH, 1/31)….AD AGE’s E.J. Schultz noted a Budweiser Clydesdale spot “is expected to run in the second quarter.” The 60-second ad “marks a return to center stage for the iconic horses, which had been relegated to supporting roles in recent Super Bowls.” The brewer is “supporting the ad with a Twitter promotion that asks fans to name the baby Clydesdale featured in the spot, which was handled by Anomaly and directed by Jake Scott, son of Ridley Scott” (ADAGE.com, 1/31)….SodaStream announced that a new version of its TV spot “SodaSteam Effect” will air during the game after the first version was rejected. The rejected spot still will air online and on other TV networks broadcasting the game outside the U.S. (SodaStream).
HAVING A LITTLE FUN WITH EVERYTHING: Comedy Central’s Stephen Colbert said Sunday is "all about the big matchup, two titans of the game finally going head-to-head." Colbert: "I’m talking about, of course, Axe Body Spray versus the e-Trade baby." He said of Taco Bell’s ad, which depicts and elderly man on a Rascal scooter crashing while racing across a football field, “Seeing that old man get hurt really makes me crave some Mexican food, or some Taco Bell.” Colbert said the Mercedes ad with Upton “really targets their key demographic, 14-year-old boys making $500,000 a year” (“The Colbert Report,” Comedy Central, 1/31).
REGIONAL BUYS: American Family Insurance announced that Seahawks QB Russell Wilson, who recently signed a multiyear endorsement deal with the company, will appear in the insurer’s Super Bowl spots in 50 local markets. In addition to Wilson, singer Phillip Phillips, golfer Steve Stricker and women’s hockey player Jessie Vetter will appear in the ad (American Family Insurance)….Google Fiber will air a commercial during the game that will run in the K.C. market during the game. The spot "has been on the air for a while, but its time slot among Sunday’s pride-of-the-industry parade of commercials signals how eager Google is to compete in Kansas City” (K.C. STAR, 2/1).
DON’T COUNT THEM OUT: In Detroit, Melissa Burden notes while GM is not running an ad this year, "don't rule out that the automaker will make an appearance in some form.” Chevrolet Brand Communications Head Michael Albano said, "There are no plans to advertise in the Super Bowl, but we're always looking for creative ways to integrate our product and brands into these iconic events." Burden notes rumors have been “circulating that the Corvette is part of the halftime show.” GM spokesperson Ryndee Carney said that the company during the pregame show “will show five 30-second spots featuring” the ‘13 Chevrolet Traverse SUV and ‘13 Chevrolet Silverado, but “none of the ads is new” (DETROIT NEWS, 2/1).
CBS has sold out all of the ad spots for Sunday's broadcast of Super Bowl XLVII. The chart below presents a quarter-by-quarter run down of the advertisers in Sunday's game. The list, compiled via research and several media reports, is tentative and likely to change by gametime. Pregame, halftime and postgame spots are not included in the chart (THE DAILY).
ADVERTISERLENGTH AGENCYFIRST QUARTER Audi:60 Venables, Bell & Partners, S.F. Best Buy:30 Crispin Porter & Bogusky, Miami Budweiser Black Crown:30 Anomaly, N.Y. Budweiser Black Crown:30 Anomaly, N.Y. Calvin Klein:30 In-house Cars.com:30 mcgarrybowen, Chicago Coca-Cola:60 Wieden+Kennedy, Portland Disney Pictures
("Oz The Great and Powerful"):30
In-house GoDaddy:30 Deutsch, N.Y. Hyundai (Santa Fe):60 Innocean (In-house) M&Ms:30 BBDO, N.Y. Toyota:60 Saatchi & Saatchi, L.A.SECOND QUARTER Budweiser:60 Anomaly, N.Y. Bud Light:60 Translation, N.Y. GoDaddy:30 Deutsch, N.Y. got milk?:30 Deutsch, L.A. Hyundai (Sonata Turbo):30 Innocean (In-house) Oreo:30 Wieden+Kennedy, Portland Paramount ("Star Trek Into Darkness"):30 In-house Pepsi:30 Mekanism, N.Y. Skechers (Relaxed Fit):30 Siltanen & Partners, L.A. Skechers (GoRun 2):30 Siltanen & Partners, L.A. Volkswagen:60 Deutsch, L.A.THIRD QUARTER Axe:30 BBH, London Bud Light:60 Translation, N.Y. Beck's Sapphire:30 Mother, N.Y. Century 21:30 Red Tettemer & Partners, Philadelphia E-Trade:30 Grey, N.Y. Gildan Activewear:30 DeVito/Verdi, N.Y. Kia (Forte):30 David & Goliath, L.A. Speed Stick:30 Crowdsourced (Tongal) Tide:30 Saatchi & Saatchi, N.Y. Wonderful Pistachios:30 Fire Station (In-house)FOURTH QUARTER Kia (Sorento):60 David & Goliath, L.A. Mercedes-Benz (CLA):60 Merkley + Partners, N.Y. Mio:30 Taxi, N.Y. Samsung:120 72andSunny, L.A. SodaStream:30 Alex Bogusky/
Pale Dot Voyage, ChattanoogaPLACEMENT TO-BE-DETERMINED
BlackBerry:30 AMV BBDO, London Chrysler:60 TBD Chrysler (Fiat):30 TBD Disney Pictures ("Iron Man 3"):60 In-house Doritos:30 User-created Doritos:30 User-created Ford (Lincoln):60 HudsonRouge, N.Y. Pepsi Next:30 TBWA/Chiat/Day, L.A. Subway:30 TBD Taco Bell:60 Deutsch, L.A. Universal Pictures
("The Fast & The Furious 6"):30
In-house Universal Pictures ("Oblivion"):30 In-house Visa:30 TBD
The WNBA Shock have signed a marquee jersey sponsorship deal with Osage Casino. Team officials would not disclose terms, but the multiyear deal announced on Thursday is in line with other WNBA jersey deals, which are valued at $1M annually. The Osage Casino logo patch will appear on the front of both the team’s home and away jerseys, with a smaller Shock logo to appear on the jersey’s front left corner. The uniform also will have the Boost Mobile logo on the front of the jersey as part of the WNBA’s league-wide deal. The Osage Casino logo will be on the Shock’s home floor at BOK Center along with in-arena signage. Other elements include team-related events at Osage casinos throughout the region. Osage Casino has been a Shock partner since the team moved from Detroit to Tulsa in ‘10. “This agreement and the ability of our organization to secure a marquee partnership is one of the most significant milestones in franchise history,” said Shock President Steve Swetoha. “Osage Casino is a widely respected local and regional brand in the gaming and entertainment industry. Partnering with such a strong local brand will only enhance our own branding and visibility opportunities in Northeast Oklahoma.” The Shock is the seventh WNBA team to sign a jersey deal (John Lombardo, SportsBusiness Journal). Swetoha called the deal "one of the most significant milestones in franchise history." In Tulsa, Mike Brown notes the deal comes after a "nine-month process of meetings" between the two parties (TULSA WORLD, 2/1).
SI's Alan Shipnuck reports one of the "unsung motivations" for Nike signing Rory McIlroy is that it allows the company to "start using Tiger Woods again." Since Woods' sex scandal in '09, he has been "treated as if he were radioactive, but McIlroy's arrival allows for Tiger's graceful transition into the elder statesman role." Clearly Nike "has grand plans for the duo." Nike Golf President Cindy Davis said, "Nicklaus and Palmer became so iconic not only because of their individual accomplishments but also because they were marketed together" (SIGOLF, 2/'13 issue).
CARD SHARKS: Panini America has signed West Virginia QB Geno Smith, a likely high first-round pick in the NFL Draft, to an endorsement deal. Smith will be featured in social/digital campaigns for Panini and on trading-card packaging. Smith’s first trading cards will debut in Panini's '13 Score Football release in May. He also will participate in a Panini Pop Warner Skills Clinic Saturday with Buccaneers RB Doug Martin and Vikings TE Kyle Rudolph (Terry Lefton, THE DAILY).
LAUGHTER IS THE BEST MEDICINE: Foot Locker's new ad with Rockets G James Harden features Nets F Kris Humphries mocking his public perception, and ESPN’s Dan Le Batard said “making fun of yourself is invaluable” and Humphries “making fun of himself is genius.” ESPN's Bomani Jones said, “I’m not a Kris Humphries fan but I've always felt bad for him. All he did was marry Kim Kardashian. ... At least he can laugh at this, and that's important because otherwise it's just going to get worse” (“Dan Le Batard Is Highly Questionable,” ESPN2, 1/31).
WHAT MAKES YOU BEAUTIFUL? Author Jeff Pearlman wrote one of the "all-time worst athlete-involved commercials" is the recent Pepsi spot featuring Saints QB Drew Brees and the "five geeks" from the band One Direction. Pearlman: "Why do athletes do soda commercials. ... I suppose it's possible Brees drinks Pepsi, oh, once a week or so. But is he truly a fan? No way." Meanwhile, the spot also shows a "bunch of Saints fans going wild for Brees in the green room" of a late-night talk show. Pearlman asked, "What the hell’s with the assorted collection of hats and T-shirts?" As a "lifelong Jets fan," Pearlman wrote, "I know many of the same ilk. If a Jet fan is that close to Drew Brees, he’s hitting him with a 2×4 while gouging out his eyeballs and screaming, 'We drafted Santana Moss instead of you!'" (JEFFPEARLMAN.com, 1/31).
The NHL on Thursday announced that it has renewed its North American sponsorship with BlackBerry, which will continue to support media platforms such as NHL Network, NHL.com, and league broadcast partners. Much of BlackBerry's activation will be allocated around the April 3 trade deadline, including sponsorship of NHL Network's Trade Deadline show and trade deadline editorial content on NHL.com. Also, the NHL GameCenter app will be available on the new BlackBerry 10 platform (NHL).
NICE THREADS: Nike Creative Dir Todd Van Horne appeared on NFL Network Thursday to discuss the new NFL uniforms that debuted this season. NFL Net’s Akbar Gbaja-Biamila, who played in the league from '03-08, said Nike “has a fascinating jersey line.” Gbaja-Biamila: "I just remember the jerseys being tight and hard to move, but this stuff looks really flexible.” Van Horne said about "40 years of innovation” is in the new uniform. The jersey “flexes and moves with your body but still has that streamlined fit.” Van Horne: “The whole uniform world is an integrative system, so it’s designed inside-out to give you that protection where you need but you still have that range of motion” (NFL Network, 1/31).
PARTY ROCKING: RedFoo, a member of the musical group LMFAO and the current boyfriend of top-ranked tennis player Victoria Azarenka, said of his interest in the tennis industry, "I like the clothing aspect, because whatever I do, I want to make my own clothes, so that’s how that started. Doing a tennis line would be really fun. But my main focus is the music and entertaining" (ESPN.com, 1/31).
IT'S SHOWTIME: The Lakers have agreed to a partnership with Hublot which makes the Swiss luxury watch brand the official timekeeper of the NBA team (Lakers).