Foreman Laces Up for Primetime Ad

NEW YORK — George Foreman, boxer-cum-talk-show-guest-cum-author-cum-salesman, is taking his line of George Foreman Grills back to primetime network TV with a new 30-second national spot that will break on Monday.

The 57-year-old ex-champ turned his name and grill into an infomercial icon via six years worth of 30-minute late-late night spots in which the good-natured Foreman hawked the cooker. Following a primetime spot earlier this year comes the second-round of network TV, but the first holiday-themed ad from appliance marketer Salton Inc., Mount Prospect, Ill., which in 1999 paid more than $110 million for the rights to use Foreman’s name and likeness to market the line.

The spot, from J. Walter Thompson, Chicago, shows people using the grill and chiming, ?I grill with George,? to which Foreman replies, ?Sure are a lot of Georges around here.? Media spend was not revealed.

Salton hopes the effort will introduce the grill to a larger non-infomercial audience, according to Salton CEO Leonard Dreimann.