Samsung's New NFL Ad Campaign Driven By Eli Manning's Appeal
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Samsung Entering Fifth Season
In A Partnership With NFL |
Samsung has overhauled its "That's How I See It" campaign featuring Giants QB Eli Manning "to include action sequences and bold graphics" in what is the company's "first major play of the season," according to Elizabeth Olson of the N.Y. TIMES. The ad is "intended to bring the intensity and passion of the game to viewers and sell Samsung LED televisions." Samsung, which is in its fifth season in a partnership with the NFL, plans to "shuffle the elements -- and add two NFL players in secondary roles -- to create a second ad with a more urgent marketing message that will start running in December as the playoffs begin." Samsung Electronics America VP/Marketing Communications Peggy Ang said that Samsung will add Giants RB Brandon Jacobs and Vikings WR Bernard Berrian to Manning in the new ads, which are "in production and will have the same visual feel as the current commercial." Both ads "have 15-second and 30-second spots and will appear on ABC, NBC, CBS and ESPN." Ads will appear in six NFL stadiums during the season under deals with the home teams, as well as "publications including Rolling Stone, Wired and Men's Health." Olson notes by featuring Manning in its campaign, Samsung is "right in the face of a major rival, Sony," who counts Manning's brother, Colts QB Peyton Manning, as an endorser. Eli Manning is also the spokesperson for Samsung's philanthropic arm Four Seasons of Hope and recently filmed a PSA "about the importance of technology for education." The PSA will air this month in Best Buy stores and on DirecTV (N.Y. TIMES, 10/1).
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