Chargers' Tomlinson To Star In New Campbell's Soup Ads
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Tomlinson Starring In Latest Ad
Campaign For Campbell's Chunky Soup |
Chargers RB LaDainian Tomlinson will star in the latest ad campaign for Campbell's Chunky soup, titled "Working Day," via Young & Rubicam, N.Y. Production on two 30-second and three 15-second spots has begun in L.A. this week. The campaign also will feature print and online components. The TV spots will launch during the NFL's opening weekend in September and will help introduce the brand's new slogan, "Fill Up on the Good Stuff" (Campbell Soup Co.). This will be Tomlinson's second time in a Campbell campaign, as last year he was featured along with several other NFLers. A Campbell rep said that "Working Day" follows Tomlinson "through the course of a day as he prepares for the NFL season." It is the 11th season that Campbell has used NFLers in its ads. Chargers coach Norv Turner also will appear in a spot, dubbed "Autograph." Spend for the campaign was not disclosed (BRANDWEEK, 5/5 issue).
SOUPED UP: MEDIAPOST's Karl Greenberg notes the "big change" in the new campaign will be that the players' moms will not appear in the ads, and the campaign will "spotlight one player, not several." The new ads also "will use computer-generated imagery for the first time," and the company will have a redesigned Web site "focusing on Tomlinson." Campbell's Chunky Soup Brand Manager Doug Brand: "This campaign is an evolution, not a 90-degree turn" (MEDIAPOST.com 5/6)
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