This year, with no Olympics or World Series to attract "vastsports-oriented audiences, the importance of the Super Bowl toadvertisers is only magnified," according to Joe Logan in thismorning's PHILADELPHIA INQUIRER. Logan profiles Nike's "StanleyCraver" ads and notes that Nike is one of the big spenders forthe game. Nike VP/Public Relations Keith Peters on the adcampaign: "Stanley [Dennis Hopper] will address the nation abouthow much he loves football. It's not a product ad. It's abrand, imaging ad" (PHILADELPHIA INQUIRER, 1/24). An editorialin this week's ADVERTISING AGE addresses a possible blowout:"Sure, the NFL and the game advertisers would like a closecontest between two big-city teams each year, but the mega-bucksmarketing and promotion has institutionalized the weekend. Weshould in fact be thankful that marketing will preserve theweekend, regardless of the point spread" (AD AGE, 1/23). OTHERNEWS: Frito-Lay plans on running an a Doritos ad with MarioCuomo likely to make a cameo -- similar to one last year by DanQuayle. PepsiCo, Frito-Lay's parent, and Cuomo will not commenton the report. Cuomo: "That will be clarified soon becauseyou'll have a Super Bowl soon" (N.Y. POST, 1/24). ....USA TODAY'sSuper Bowl Ad Watch features FedEx which has bought two :30 adswith the tagline: "Our most important package is yours" (USATODAY, 1/24). GAME-RELATED PROMOTIONS: Atlantic Beverage Co. announcedits Flying Fruit Fantasy Fruitshake program has been selected byFine Host Corp., the food service provider for JRS, forinstallation at the stadium. The Fruitshake will make its debutduring the Super Bowl (Atlantic Bev.)... Guests of the DoubletreeHotels in San Diego and San Francisco will be eligible forspecial discounts if they stay over Super Bowl weekend. Guestsin the winning Super Bowl city will receive an extra discount(Doubletree).
