Menu
Marketing and Sponsorship

Sprint, Valeant Pharma Set For National Super Bowl Spots; Mitsubishi Targets Hispanics

Sprint "announced this morning on Twitter it will run an ad during the third quarter of the Super Bowl, making it the second carrier slated to advertise in the game during a charged period in the wireless industry," according to Mark Bergen of AD AGE. Competitor T-Mobile yesterday announced it will run a spot in the first quarter. Sprint last year "ran a spot promoting its new 'Framily plan.'" That plan -- and the agency behind the ad, Figliulo & Partners -- "were both dropped" later in '14 as new Sprint CEO Marcelo Claure "shook up the languid carrier's advertising." Deutsche, L.A., is Sprint's "agency of record" (ADAGE.com, 1/28). Meanwhile,  ADWEEK's Christopher Heine reported Montreal-based Valeant Pharmaceuticals will run a 30-second during the third quarter" on NBC that "will push Jublia, a topical solution" approved last June by the FDA that is "designed to treat onychomycosis, a fungal infection of toe nails." The spot, "Tackle It," was created by Harrison & Star, N.Y., and "will feature football-based animation from digital shop Th1ng." The brand's marketers "don't plan to tease its commercial before it appears during Sunday's game." Valeant, "which develops products in neurology, dermatology and branded generics, said the commercial represents an evolution of Jublia's ongoing multichannel campaign, which includes digital and print ads" (ADWEEK.com, 1/27).

KEYS TO THE GAME: ADWEEK's Tim Nudd noted Kia "has released an extended version of its 60-second Super Bowl ad, and it's a really fun spot with Pierce Brosnan that manages to have its cake and eat it, too -- by both celebrating and poking fun at over-the-top Super Bowl spots." Nudd wrote "nice work" by ad agency David & Goliath, L.A. (ADWEEK.com, 1/27). In Michigan, David Muller noted Kia's third-quarter spot is for its '16 Sorrento sub-compact SUV (MLIVE.com, 1/27). Meanwhile, on Long Island, Verne Gay notes actress Lindsay Lohan "will be starring" in Esurance's Super Bowl ad, where she is "behind the wheel of a car" (NEWSDAY, 1/28).

THIS & THAT: In Portland, Allan Brettman noted Coke "will release seven supporting films leading up to" its 60-second Super Bowl ad. Three short teasers airing on television and in cinemas "will feature snippets from the commercial and seed the #MakeItHappy hashtag to spark interest." Additionally, four online-exclusive vignettes "will debut throughout the week on Coca-Cola's social channels." The campaign footage "was shot" in L.A., Mexico City and Shanghai. Coke said that it "also is partnering with DoSomething.org before and after the Super Bowl, 'mobilizing the organization's community of 3.3 million young people to help spread the importance of making the Internet a happier place.'" This is the ninth consecutive year Coca-Cola will advertise during the Super Bowl. Wieden+Kennedy "produced all of the ads," dating to '07 (OREGONLIVE.com, 1/27). Meanwhile, in Detroit, Brent Snavely notes once again, it looks like Fiat Chrysler "has a big Super Bowl surprise up its sleeve," as the automaker "has reserved ad time in the Super Bowl for the fifth year in a row." Fiat Chrysler "has a tradition of keeping its commercial or commercials completely under wraps until they air during the game" (DETROIT FREE PRESS, 1/28).

DA BEAR: The HOLLYWOOD REPORTER's Matthew Belloni reported a Super Bowl spot that "is sure to generate headlines is being planned" by Universal Pictures and "has been kept secret from NBC and the rest of the world." Sources said that Universal is "planning to air a spot" for "Ted 2," the sequel to the comedy starring Mark Wahlberg and a talking teddy bear. The spot also features Patriots QB Tom Brady, who "shows up in the film (and in the ad) as a possible sperm donor." Universal "has planned the Super Bowl commercial for the Seth MacFarlane-directed comedy for months." But a source said that when Brady and the Patriots were "accused earlier this month of intentionally deflating footballs ... execs briefly considered altering the ad to include a reference to the controversy." The source said that ultimately, that idea "proved problematic so the ad will remain as is." Another source said that there "was never a possibility of altering the ad to take advantage of so-called 'deflategate'" (HOLLYWOODREPORTER.com, 1/27).

HISPANIC OUTREACH: Mitsubishi Motors North America yesterday announced that it will advertise during the Super Bowl on NBC Universo (formerly MUN2). The campaign, conceived by Grupo Gallegos, Huntington Beach, targets Hispanic consumers and features a 30-second spot. This marks the second year in a row the Super Bowl will be simulcast in Spanish and the first year that NBC Universo will be the exclusive Spanish-language telecast net. Last year's Super Bowl on Fox Deportes averaged 561,000 viewers and was the most watched non-soccer sports event in Spanish cable history (Mitsubishi).

LIMITED ENGAGEMENT: YAHOO's Greg Keraghosian noted Ecuador "will be making history by becoming the first foreign country to have a tourism commercial during the Super Bowl." The 30-second regional ad "will be to the tune of 'All You Need Is Love,' by the Beatles, as it’s part of a larger 'All You Need Is Ecuador' campaign aimed at American tourists." Ecuador is "spending billions on improving its travel infrastructure, and the United States is the country’s second-largest tourist market." Ecuador Ambassador to the U.S. Nathalie Cely: "We wanted to do something big in this market, and we thought that having the opportunity to have Ecuador at halftime in the Super Bowl will give us the kind of exposure to get more Americans interested" (YAHOO.com, 1/26). In L.A., Hugo Martin noted the Ecuador ad "will air in 13 major U.S. markets," including L.A., S.F., Miami and N.Y. The government paid $3.8M for the ad, "plus eight other commercials that will be shown during NBC's 'Today Show' leading up to the Super Bowl" (L.A. TIMES, 1/23). Meanwhile, the National Bank of Arizona yesterday announced that it will air a 3-second regional commercial during the Super Bowl (National Bank of Arizona). ADWEEK's Noreen O'Leary noted actress Jennifer Hudson "is fronting American Family Insurance's new #DreamFearlessly ad" during the game. She "was selected to capture the aspirational underpinnings of the initial work from American Family's new agency," BBDO, N.Y. The work "marks the third year" Wisconsin, company has advertised regionally in the game" (ADWEEK.com, 1/27).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2015/01/28/Marketing-and-Sponsorship/SB-Ads.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2015/01/28/Marketing-and-Sponsorship/SB-Ads.aspx

CLOSE