SBD/September 16, 2013/Marketing and Sponsorship

McDonald's New Ad Featuring Flacco, Kaepernick Plays Off Jordan-Bird Spot From '93

Flacco and Kaepernick toss impossible passes as part of the ad
McDonald's has created a new ad for its Mighty Wings that features Ravens QB Joe Flacco and 49ers QB Colin Kaepernick "battling for a box of Mighty Wings chicken," according to Bruce Horovitz of USA TODAY. The ad is similar to one from '93 which "pitted basketball legends Michael Jordan and Larry Bird in an improbable shoot-off for a Big Mac." McDonald's USA Chief Creative Officer Marlena Peleo-Lazar said, "It's a fresh take on an idea our customers have loved, but in a sport they haven't seen us do it with." McDonald's USA VP/Marketing Peter Sterling said that the QSR was "so intent ... on re-creating the magic, it brought back" ad director Joe Pytka, who directed the '93 creative. The agency this time is Chicago-based Burrell Communications. McDonald's is "going all-out to crow about its wings." This is "a two-part campaign -- with the first 30-second spot launching" tonight. The ad pits the two QBs "in a throwing competition for a box of Mighty Wings." Instead of Bird and Jordan "making impossible shots, this time it's Flacco and Kaepernick tossing impossible passes." First, they "each hit a goalpost from halfway across the field." Next, they "appear to bounce passes off the scoreboard and through the goalposts." But, in a "nod to more recent pop culture, the stadium lights suddenly go out -- just as they did" during Super Bowl XLVII at the Mercedes-Benz Superdome. Then, the QBs "listen -- in the dark -- as it sounds as if someone is running off with the box of Mighty Wings" (USATODAY.com, 9/14).

BEST DRESSED: In Sacramento, Matt Barrows cited data from online retailer Fanatics.com as showing that from April 1 until now, Kaepernick's No. 7 jersey "has been the NFL's hottest seller." In fact, Kaepernick has "led all merchandise sales." Seahawks QB Russell Wilson's No. 3 jersey "has been the fourth-best seller in that span." But over NFL opening weekend, Wilson was "the third-highest seller, leapfrogging" Redskins QB Robert Griffin III. Broncos QB Peyton Manning "was No. 2 and Kaepernick was No. 1 last weekend" (SACBEE.com, 9/14).
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