NEW YORK–With nearly 90 percent of advertising inventory sold for Super Bowl XXXIII, the emerging list of advertisers is full of new product entries–and a few surprises.
While the price of a 30-second spot on the Fox telecast has been hovering around $1.6 million, sources said at least two advertisers have paid more: Anheuser-Busch is paying extra for category exclusivity for 10 spots from Goodby, Silverstein & Partners and DDB Needham, and the World Wrestling Federation. About 60 national 30-second units were initially available this year.
NBC charged about $1.3 million for a 30-second unit last year.
Titan Sports in Stamford, Conn., which runs the WWF, is said to have paid more because other advertisers have requested not to be placed near its ads, sources said. Jim Burn, Titan’s senior vice president of marketing, said, “It’s definitely worth it.”
Apple Computer, handled by TBWA/Chiat/Day, Playa del Rey, Calif., is returning to the show for the first time since its “Lemmings” spot in 1985. The year before, the former Chiat/Day
created the “1984” epic, possibly the most famous Super Bowl ad ever.
Among the new-product entries: BBDO Worldwide in New York launches M&M’s Crispy, and ads will introduce a nervous Orange M&M character and air the tagline, “The feeding frenzy has begun.”
BBDO, a perennial Bowl participant, is also expected to unveil a new campaign for Pepsi-Cola that will replace its “Generation Next” tagline with a taste message that sources said uses “timeless feel-good elements” to reach a wider audience. Also expected are ads for low-calorie Pepsi One.
The shop is also said to be working on an NHL-themed spot for Federal Express that is being shot in both Detroit and Bolivia.
Movies could still end up being the big story this year. In particular, ads for the new Star Wars film and its various tie-ins are expected. MGM and Dreamworks will also run trailers.
Jon Nesvig, Fox’s president of ad sales, was unavailable for comment.
Clients, ShopsLining Up For The Big Game