SBD/August 19, 2014/Marketing and Sponsorship

NFL Names & Faces: Cam Newton, Peyton Manning Star In Humorous Gatorade Ads

ADWEEK's Tim Nudd noted Panthers QB Cam Newton and Broncos QB Peyton Manning appear in a new Gatorade ad campaign via TBWA\Chiat\Day that "shows people in convenience stores being denied the sports beverage until they're actively sweating." Eight hidden-camera style videos are "anchored by Rob Belushi, who plays the deadpan store clerk doing the denying." Manning and Newton then make cameos, "the former as the ostensible manager of the store, the latter as a fellow customer." All eight spots in the campaign are available on YouTube (ADWEEK.com, 8/18). Meanwhile, L'Oreal formally announced that Newton will serve as the face of a campaign for its new Guy Laroche fragrance, Drakkar Essence. The launch will coincide with a social media campaign featuring video and photo content of Newton (L'Oreal).

CLEAN SHAVED: AD AGE's Jack Neff reported shaver brand Braun will "re-emerge as a prime-time player this fall with a return to TV and a high-profile NFL partnership alongside big brother Gillette." Seahawks QB Russell Wilson is fronting the "FaceGreatness" campaign. The effort, via Barefoot Proximity, Cincinnati, broke Aug. 7 "with an online video and print ad in USA Today." Other executions will include ads next month in ESPN The Magazine and an ad buy during NBC's Thanksgiving night Seahawks-49ers game (AD AGE, 8/18 issue).

ALL PART OF THE JOB: In Baltimore, Lorraine Mirabella notes an M&T Bank ad that debuted yesterday features Ravens coach John Harbaugh in the team's locker room "talking about the bank partnership, local children running across the stadium field and volunteers renovating a house." Harbaugh said, "I'm not the spokesman for anybody. It was nothing like that. It was just 'Do the commercial.' That's part of the responsibilities here because of the affiliation with M&T." Mirabella notes Ravens RB Ray Rice has served as a spokesperson for M&T since '10, and past ads have featured Rice, Ravens DT Haloti Ngata and former NFLer Todd Heap. M&T Group VP/Advertising & Sponsorships Betsey Locke said, "We're featuring leadership in this case" (Baltimore SUN, 8/19).

FEET DON'T FAIL ME NOW: In DC, Scott Allen reported Redskins CB DeAngelo Hall during last night's game against the Browns was expected to take the field "in a flashy pair of custom cleats designed and painted" by local artist David Zambrano. His DEZ Customz store last December designed a pair of custom cleats for Redskins LB London Fletcher that he wore "in his final game in the NFL." Bengals WRs A.J. Green and Mohamed Sanu, as well as Eagles WR Arrelious Benn, also have gotten custom cleats from Zambrano (WASHINGTONPOST.com, 8/18).
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