SBJ/June 9 - 15, 2003/Sports Spots
Sports Spots: "Head Game"
Published June 9, 2003
• Client: Miller Brewing
• Agency: Ogilvy & Mather, New York
• Principals: For Miller: Rob Olejniczak, group marketing director for Miller Lite; Tom Bick, brand manager for Miller Lite. For Ogilvy & Mather: David Apicella, senior partner/co-creative head; Joe Johnson, senior partner/creative director.
• Media buy: Late-night network, like David Letterman, and cable sports programming, including NBA/NHL playoffs and "SportsCenter"
Summary: One of a trio of beer-swilling buddies watching three-time heavyweight champ Evander Holyfield box on TV opines that "For a million dollars, I would totally go a round with Holyfield. How bad could it be?" That question is answered quickly as we're transported to a ring where a vicious punch from Holyfield separates our hero's head from his body. As the head rolls across the canvas, it spits out a mouthguard and says, "That's all ya got?" Cut to the corner of the ring, where the same head is on a stool surrounded by the buddies. Last question: "Who's going to carry my million?"
B For overall creative. We're not quite sure what this has to do with selling Miller Lite, but it's flawlessly executed and generates yuks viewing after viewing.
A For use of sports as a marketing vehicle. Nice use of a boxing icon, giving Holyfield appeal and meaning beyond boxing fans.
Sports Spots is a monthly feature of SportsBusiness Journal. Please submit VHS tapes of recent TV ads for sports brands or brands using sports as a marketing platform to Terry Lefton, SportsBusiness Journal, 1180 Sixth Ave., Third floor, New York, NY 10036.