Patriots QB Tom Brady following his win in Super Bowl LI appeared in new version of an ad for New England-based Shields MRI in which he "pulls a fifth ring out of the pocket of his hoodie," according to Shalise Manza Young of YAHOO SPORTS. The regional ad was updated from what ran during the regular season, in which Brady "holds up his hand, flush with four Super Bowl rings, and takes off each one to place in the locker" before an exam. The new version includes the line when he pulls out a fifth ring, "It’s kind of new." When the employee responds, "We’re going to have to get you a bigger locker," Brady says, "Roger that." Young wrote the last line "can’t be seen as anything other than a subtle swipe" at NFL Commissioner Roger Goodell over Deflategate. Brady filmed the ad "months ago, long before the Patriots had clinched a playoff berth" (
SPORTS.YAHOO.com, 2/5). In Boston, Jon Chesto reports Brady "filmed the ad back in September, during that four-week suspension" for Deflategate. The "top-secret filming took place on Sept. 19, in a makeshift replica of a Shields facility that had been created in South Boston’s marine industrial park." The ad was shot by movie director Peter Farrelly, who filmed a "few different versions of the script that day, including the alternative ending that appeared" last night. Shields plans to "run the new ad featuring Brady and the fifth ring at least 25 times over a six-week period" on Boston's WFXT-Fox (
BOSTONGLOBE.com, 2/6). In K.C., Pete Grathoff writes, "If you think Patriots fans were nervous on Sunday, imagine the folks at Shields MRI, who probably thought this commercial would never see the light of day" (
KANSASCITY.com, 2/6).
BRADY'S BUNCH: ADWEEK's Kristina Monllos reported Under Armour is celebrating Brady's Super Bowl victory by releasing a new "40-second spot." The effort, from Droga5, N.Y., is a "montage of Boston fans explaining what’s so great about Brady" (ADWEEK.com, 2/5). 247WALLST.com's Douglas McIntyre notes of all the companies Brady endorses, UA "needs Brady the most." The company "was trounced by the stock market as it posted mediocre earnings recently" (247WALLST.com, 2/6).
THE NUMBERS GAME: ESPN's Coley Harvey reported the Patriots' team store at Gillette Stadium this morning is selling a T-shirt with Brady's No. 12 surrounded by the words, "Vindicated Once Again." Brady's name is not mentioned at all on the shirt, but Harvey said, "I would imagine this is going to be the hot seller at the store later today." The store opened at 6:00am ET this morning, and there were "probably about 40 people in line outside waiting to start getting gear" before it opened. Kids' sizes for apparel were not in as of early this morning, but Harvey noted they "will be in later today." Harvey: "We’ll see if they sell out. They’re certainly hoping that will happen by the end of the day.” ESPN’s Jay Harris: “You know they’re going to sell out” (“SportsCenter,” ESPN, 2/6).
NEXT STOP, EBAY: ESPN BOSTON's Mike Reiss noted Brady "couldn't find his jersey in the Patriots' celebratory locker room" following the game. Reporters saw Brady "looking through the bag in front of his locker after the game, before calling some team staffers over" (ESPNBOSTON.com, 2/5). Brady said to Patriots Owner Robert Kraft, "Someone stole my game jersey." Kraft "seemingly jokes" with Brady and says, "You better look online." Brady "searched for the jersey but could not find it" (BOSTON GLOBE, 2/6).
