Men’s grooming brand Axe will make its Super Bowl debut when it airs a 30-second TV spot during CBS’ Feb. 3 broadcast of the game. The ad, entitled “Lifeguard,” was created by BBH London (Axe). Meanwhile, AD AGE’s E.J. Schultz reports MillerCoors has bought time for spots during the Super Bowl on local TV stations "in the Great Lakes and Southeast regions for a 15-second ad for Redd's Apple Ale, an apple-flavored malt beverage.” The local Super Bowl spots are the “beginning of a major campaign for Redd's, which launches nationally Feb. 1.” MillerCoors is “precluded from making national Super Bowl buys because Anheuser-Busch InBev holds the exclusive beer-advertising rights to the game” (ADAGE.com, 12/17).
WE'VE GOT TO PRAY: In Dallas, Robert Wilonsky noted a lawsuit was filed in federal court on Friday against North Carolina-based ScriptureArt, which produces “a line of Christian clothing worn and endorsed” by Angels LF Josh Hamilton and wife Katie. The line of clothing includes a “Play Hard Pray Harder” T-shirt. The lawsuit claims ScriptureArt and Hamilton are "infringing" on the trademark of Play Hard Pray Harder LLC, which it applied for on Aug. 29. According to the suit, the defendants have been “using the Mark and selling products bearing the Mark without Play Hard Pray Harder LLC authorization” (DALLASNEWS.com, 12/15).
CAP FOR TRADE: In this week's SPORTSBUSINESS JOURNAL, Terry Lefton notes MLB’s “biggest licensees introduced new products at a recent show in Las Vegas, and one of the main items is a batting practice cap that will be introduced during spring training from on-field cap rights holder New Era.” The new batting practice “'Spring BP’ cap has the silhouette of New Era’s bread and butter 5950 cap, which is worn during games, and adds fabrication with better moisture management.” The new cap will be a “story of secondary and tertiary logos getting exposure on an on-field product” (SPORTSBUSINESS JOURNAL, 12/17 issue).