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Volume 24 No. 159

Marketing and Sponsorship

Clothing retailer H&M announced that it is returning to the Super Bowl with a new David Beckham Bodywear campaign. The company will unveil a 30-second Beckham TV spot during the second quarter of the game featuring new technology allowing viewers with select Samsung Smart TVs to buy pieces from the collection instantly during the Super Bowl through the t-commerce platform. The brand also will run a giveaway via Facebook and in-store starting today (H&M). AD AGE's Jeanine Poggi notes the H&M ad is the Super Bowl's "first commercial that's enabled for 't-commerce' -- e-commerce through your living room TV." Ad-tech company Delivery Agent said that the interactivity "doesn't take viewers out of the regular broadcast stream," as a small part of the screen will "present a pop-up menu while the ad runs on the larger part of the screen." The ad will "still be interactive and shoppable for consumers who rewind to it using their DVRs." The H&M campaign is the first in which Delivery Agent will "deliver shoppable content through a smart TV rather than cable or satellite set-top boxes." Poggi: "It remains to be seen how many Super Bowl viewers will want to divert their focus even briefly to on-screen shopping" (, 1/6).

BEAT BOX: In N.Y., Claire Atkinson cites sources as saying that Beats Music is "about to make some noise" by "unleashing a huge marketing campaign aimed at squashing Spotify." Sources said that a host of Super Bowl spots featuring new artists are "at the center of [the] Beats offensive." Sources said that Beats also is "making big ad buys in other media" (N.Y. POST, 1/6).

TRENDING TROPES: USA TODAY's Bruce Horovitz notes as the price of Super Bowl ad time "continues to escalate, advertisers continue to seek new ways -- and new reasons -- to stand out or even surprise." There will as usual be "lots of celebrities in Super Bowl ads, but more will be first-timers." Actor Laurence Fishburne of the '99 sci-fi film "The Matrix" will appear in "a humorous twist on the cult classic in a Kia ad showcasing its new K900 luxury sedan." Wonderful Pistachios has "dropped YouTube phenom Psy, and will feature funny man Stephen Colbert in two 15-second Super Bowl commercials." Meanwhile, there will "be a tad less junk food and a few more better-for-you food ads in the Big Game," as Wonderful Pistachios and yogurt brands Dannon and Chobani "will go toe-to-toe with spots" (USA TODAY, 1/6).

Procter & Gamble today launched its main ad campaign for the Sochi Games, "seeking a more modest return than from" the '12 London Games, according to Keith Weir of REUTERS. The company estimated that the London Games gave it a $500M sales boost, but is "targeting around a third of that figure" for the Sochi Games. The focus of the P&G campaign, featuring "clips of sports such as skating and skiing to be shown in TV commercials and online, will be on countries where winter sports have large followings," including Russia, China, the U.S., Canada, Germany and Poland. The company is "again using" the "Thank You Mom" message. Meanwhile, P&G Global Marketing Brand Building Officer Marc Pritchard said, "What we would expect out of the Games is that athletes should be able to compete regardless of their national origin, gender or sexual orientation. We're fully confident that the IOC will ensure that these Games come ... free of discrimination" (REUTERS, 1/6).

SPEAK YOUR MIND: In Chicago, Philip Hersh noted U.S. figure skater Ashley Wagner has been "honest and unafraid to express herself on the issues at hand" following Russia's implementation of anti-gay laws. Sponsors "clearly have a similarly positive feeling about Wagner, no matter that she has yet to win a world or Olympic medal." Her sponsor list is "unusually long for a skater," and includes Cover Girl, Nike, P&G, Hilton HHonors, the Century Council, Highmark, Pandora and BP. Nearly all those sponsors had signed on before Wagner stepped onto ground that "seemed to unsettle nearly every contender" for the '14 U.S. figure skating team. Wagner in October "calmly decried the legislation on human rights grounds and stuck to that stance through several TV interviews that followed." She said, "Everyone sounded like a robot. I wasn't going to sit there and not speak my mind." Wagner added, "I have multiple gay family members and many gay friends, and I felt like it was an opportunity to be a voice for them." Wagner is "unsure what she might do in Sochi." She noted U.S. runner Nick Symmonds dedicated his world championship medal in Moscow last summer to gay and lesbian friends and said, "I would love to do something like that" (CHICAGO TRIBUNE, 1/5).

LICENSE TO DRIVE: In New Jersey, Richard Newman noted BMW recently helped build six bobsleds "that can reach speeds of more than 90 mph." BMW of North America VP/Marketing Trudy Hardy "declined to disclose how much the company is spending on its Olympics sponsorship, related advertising and donated design services." But she said that together they "will add up to be the company's largest U.S. marketing expense" for '14. The automaker has "three years left on a six-year sponsorship agreement" with the USOC. BMW in addition to financial support has "provided software that helps swimmers and long jumpers train, but the three-year project to replace an aging fleet of bobsleds is a first of its kind for the company." BMW "absorbed the cost of designing the new fleet." Meanwhile, the company between now and Feb. 28 is "donating $10 to the U.S. Olympics and Paralympics teams for every customer who takes a test drive" (Bergen RECORD, 1/4).

Under Armour officials said that the brand's sponsorships of two U.S. teams and another from Canada at the Sochi Games could "pay off ... in stronger sales and profits," thanks to "the greatest exposure yet for Under Armour at any winter games," according to Lorraine Mirabella of the Baltimore SUN. UA Senior VP/Brand & Sports Marketing Matt Mirchin said, "We have more money to spend to grow outside North America, and the Olympics provides a great platform." The brand will "supply uniforms and training outfits to the U.S. speedskating, U.S. bobsled and skeleton, and Canada snowboard teams." The snowboard and speedskate athletes are "first-time sponsorships, and Under Armour hopes to make a splash by debuting an aerodynamic speedskating skin developed in partnership" with Lockheed Martin. UA officials said that the company "aimed to create the most aerodynamic speedskating suit possible" as part of its four-year agreement to supply all of the team's suits. UA Senior VP/Innovation Kevin Haley said that UA Founder, Chair & CEO Kevin Plank "came up with the idea of tapping into Lockheed Martin's engineering expertise to create a suit that could outperform all others." The company has "begun to show off most of the new uniforms" for the Sochi Games, but the speedskating suits "are being kept under wraps until later this month." The Jan. 15 unveiling "will be Under Armour's final Olympic-related marketing push." The reveal will "follow the final airing of the 'Under Armour Makes You Better' campaign, which was launched in November to highlight the Olympic team sponsorships and feature new cold-weather apparel." The spot has been shown "on air and online" on websites for ESPN and the NFL (, 1/4).

Hopkins Golf on Friday announced that golfer Vijay Singh "has signed a multi-year endorsement contract" with the company that will see him "wear a Hopkins Golf logo on his visor or hat, carry a Hopkins Golf staff bag and play the company's wedges," according to The move to Hopkins "should not come as a total surprise since the company's CEO, Greg Hopkins, was formerly the CEO of Cleveland Golf, whose equipment Singh used in winning" both the '00 Masters and '04 PGA Championship (, 1/3). Several other golfers have also announced new endorsement deals. Callaway has signed both Matteo Manassero and Henrik Stenson, while Justin Rose on Friday announced via Twitter that he has signed five-year sponsorship extensions with TaylorMade and Ashworth (THE DAILY).

MOORE TO DO: Payment gateway company Shift4 Corporation on Friday announced a renewal of its deal with golfer Ryan Moore. The renewal, which was facilitated by Icon Sports Management, will see Shift4's logo continue to appear on Moore's left chest. Moore also will make appearances at company events throughout '14 (Shift4).