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SBD/February 3, 2014/Marketing and Sponsorship
Celebrities Prominently Featured In SB Ads; Tebow Earns Kudos For T-Mobile Spots
Published February 3, 2014
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TEBOW TIME: In N.Y., David Li writes Tim Tebow "scored big Sunday, as he appeared in one of the most highly praised ads of the game" for T-Mobile. Tebow talked about all the things he did without an NFL contract this past season, an attempt to highlight T-Mobile's no-contract plans. N.Y.-based marketing firm Tomorro cqLLC CEO Jon Bond said, "It was one of those few spots that had a point, entertained and was self-deprecating. I give him high grades. It’s good for his career" (N.Y. POST, 2/3). Albuquerque-based McKee Wallwork & Co. President Steve McKee said that this year’s Super Bowl ads “included some top-notch casting, especially Tebow in T-Mobile’s ads.” McKee: “The two even sound like they go together, and everyone knows Tebow doesn’t have a contract. So this was a great fit, strategically” (MEDIAPOST.com, 2/3). In Tampa, Tom Jones writes the T-Mobile ads "showed two things: Tebow has a sense of humor and he can sell whatever it is you want to sell" (TAMPA BAY TIMES, 2/3). In Boston, Mark Daniels wrote Tebow had a "better performance than Peyton Manning" (BOSTON HERALD, 2/3). In Detroit, Susan Whitall writes, "Much as it pains us to admit, the T-Mobile Tim Tebow ads ... were among the best" (DETROIT NEWS, 2/3). However, in Dallas, Chase Wade places T-Mobile's Tebow spots on his "worst" list. Wade wrote Tebow is a "likeable guy, that's for sure, but something about his multi-commercial 'no contract' stint ... seemed sort of sad" (DALLASNEWS.com, 2/2). In California, Chuck Barney writes, "Hasn't his 15 minutes expired by now?" (CONTRA COSTA TIMES, 2/3).
HITS & MISSES: The N.Y. POST's Li gives his roundup of the best and worst Super Bowl commercials. Li writes Wonderful Pistachio "cracked their 30-second buy into hilarious halves" featuring Colbert. Georgetown Univ. marketing professor Neeru Paharia: "It was making fun of advertising and people will appreciate that." Meanwhile, Li writes Willis in his Honda spot "urged viewers to hug loved [ones] as a reminder of auto safety -- and all as the camera panned back to see he was in the loving, comical embrace" of Armisen (N.Y. POST, 2/3). The CONTRA COSTA TIMES' Barney writes Wonderful Pistachios had the "best use of a celebrity." The company "did a wonderful job" with Colbert, "who had us cracking up." The runner up would be Bob Dylan for Chrysler, as the singer is "still cool after all these years." Meanwhile, the "worst use of a celebrity" goes to H&M and a "naked David Beckham's tats." There was "no creativity." Barney: "Been there, done that." Willis' "hugfest for Honda ... just died. Hard." Also, Johansson's SodaStream spot "had no fizz" (CONTRA COSTA TIMES, 2/3). 3% Conference Founder Kat Gordon said that Johansson “saucily sucking on a straw in an attempt to make the spot viral” was “a major flop.” Gordon: “It’s embarrassing that an ad agency sold that, and thought it was the best way to get viewers’ attention” (MEDIAPOST.com, 2/3). CBS' Frank Luntz said the Johansson ad was an example of "been there, done that." Luntz: "If it looks like an ad that you've seen again and again and again, it will not be successful" ("CBS This Morning," CBS, 2/3).