More Advertisers for Super Bowl
Additional advertisers are making plans to run commercials during the ABC broadcast of Super Bowl XXXVII on Jan. 26.
The Adams division of Pfizer, which is being sold to Cadbury Schweppes, will run a spot for its Trident gum, spoofing the brand’s longtime claim that “four out of five dentists” recommend Trident to their patients who chew gum. The spot, by the New York office of J. Walter Thompson, part of the WPP Group, will be the first appearance for Trident in a Super Bowl.
The Hanes unit of the Sara Lee Corporation will run a commercial featuring Michael Jordan to promote Hanes tagless men’s T-shirts. The spot, which will team Mr. Jordan with the actor Jackie Chan, is the first for Hanes during a Super Bowl since 1985.
“The tagless product has performed so well at retail,” said Peggy Carter, a spokeswoman for Hanes in Winston-Salem, N.C., that “we want to showcase it at a super venue.”
The commercial is being created by the Martin Agency in Richmond, Va., part of the Interpublic Group of Companies.
Hanes is one of several brands with endorsement deals with Mr. Jordan. Another, the Gatorade sports beverage sold by PepsiCo, will also run a spot during the game that features him.
ABC, part of the Walt Disney Company, has sold more than 90 percent of the commercial time available during the game, at rates estimated at $2 million to $2.2 million for each 30-second spot. The network is also selling noncommercial sponsorships; for instance, the RCA division of Thomson will sponsor the high-definition broadcast of the game.
Other marketers that have bought time during the Super Bowl include Anheuser-Busch, H&R Block, FedEx and Visa.