While Reebok has not purchased ad time on CBS' broadcast of Super Bowl XXVIII, the NFL's on-field uniform rights holder is using its latest film on the fictional Terry Tate to "zap" the Super Bowl halftime show, in what Reebok is positioning as "the best halftime ad not on TV."
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| Reebok wants fictional spokesman Terry Tate to keep his grip on America’s interest. |
Tate, the "office linebacker" character who takes out offensive workers with hits worthy of a Pro Bowler, was introduced last year in one of the most popular ads during the Super Bowl broadcast. Since then, he has appeared in two other ads, one of which saw him taking out the streaker from the Nike/Wieden & Kennedy spot for Shox NZ running shoes.
Reebok has released four short Tate films from Hypnotic and The Arnell Group on its Web site, and the films have been downloaded more than 20 million times.
In an effort to maintain Tate's "cool factor," Reebok will drive people to the Web only through an e-mail campaign that will start a few weeks before the Feb. 1 Super Bowl. Messages will encourage the million or so registered members of Tate's "Hit Squad" to watch a teaser for his new four-minute film, which will debut in full on Super Sunday.
As for his popularity? Seems that it's a different kind of aspirational play than the one normally used by marketers.
"Terry Tate does what everybody would like to do in their own office," said Marc Fireman, Reebok's global director of interactive marketing. "He's given the brand a huge buzz factor. Everyone wants to know what's next for him."
Fireman was mum on creative details of the new film.
