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| Shaq Will Be Featured In Trio Of
RadioShack's Super Bowl Ads |
RadioShack plans to debut six ads during CBS' three-hour Super Bowl XXXVIII pregame show February 1, according to Kenneth Hein of BRANDWEEK, who notes three of the spots "will position the chain's 7,000 stores as the convenient place to purchase cell phones for consumers who plan to carry over their existing cell phone number. The other three will be branding plays" featuring Lakers C Shaquille O'Neal. The pregame buy "mirrors the retailer's efforts last year." RadioShack Senior VP/Marketing & Advertising Jim McDonald said, "It's more efficient versus a Super Bowl buy. During the pregame show, everyone is gathering at the house. The tube is on. The ratings are great. Everyone's watching." The spots are from RadioShack's in-house agency, Circle R Group (BRANDWEEK, 1/5 issue).
AOL: AD AGE reports AOL's Super Bowl ads will focus on AOL Top Speed, a technology that AOL says "improves download times for both broadband and narrowband users." The spots are from Wieden & Kennedy, Portland. Meanwhile, BBDO Worldwide, N.Y., "is no longer producing [AOL's] pregame commercials as had been planned." Instead, CBS has produced 10-second teasers to promote the "AOL Top Speed Super Bowl XXXVIII Halftime Show," which were scheduled to begin airing last Sunday (AD AGE, 1/5 issue).
MONSTER: In Chicago, Lewis Lazare reports Monster will use the Super Bowl to debut the second TV spot in its "Today's the Day" branding campaign from Deutsch, N.Y., around its tenth anniversary (CHICAGO SUN-TIMES, 1/6).
