Source Communications, a relatively small agency by the standards of the N.Y. market, has won a shootout for an assignment any agency would covet: the creative assignment for the '14 New York/New Jersey Super Bowl Host Committee. An official announcement is expected today.
With an eye toward underscoring the two teams and two states hosting Super Bowl XLVIII, print and TV ads will showcase famous local images with a football twist. The Statue of Liberty will be depicted in ads wearing football shoulder pads, while the George Washington Bridge will have a football field planted on its upper deck. TV ads are expected to start during local pods of this weekend's Jets and Giants game telecasts.
While it has long serviced sports-centric clients, including Wise Foods, Amtrak, and a number of Subway franchisees, Source recently launched an internal sports marketing shop, Source1 Sports. Why an ad campaign for a game with no need for help selling tickets? "The assignment is to get the area excited about the first cold-weather Super Bowl that will really be played outside," said Source President Larry Rothstein. "We want to make it a celebration for everyone in the area."
