Olympus Goes to Super Bowl

ATLANTA Olympus said it plans to air its first Super Bowl ads in more than two decades to promote the company’s new digital music player.

Interpublic Group shop The Martin Agency in Richmond, Va., is producing a pair of 30-second commercials for Fox’s broadcast of Super Bowl XXXIX in Jacksonville, Fla.

The client described the spots as mini music videos that combine song, photographs and “extreme alternative dance moves” to demonstrate the features of Olympus’ m:robe with its built-in digital camera.

“Olympus is going to the Super Bowl with a couple of edgy and entertaining commercials because it’s the perfect place to showcase a category-changing idea and our brand’s debut in digital music,” said Martin Lee, vp of marketing for Olympus Imaging America.

The Super Bowl ads are part of a $10 million campaign to launch the musical device, which is the first to contain a digital camera. The campaign began this week at the Consumer Electronics Show in Las Vegas.

The Super Bowl is currently about 90 percent sold-out in terms of ad time. A 30-second spot costs an average of $2.4 million, up slightly from $2.3 million a year ago, sources said. Other advertisers include Super Bowl regulars such as Anheuser-Busch and Pepsi, as well as first-time participants Volvo, Careerbuilder.com, Godaddy.com and Novartis.

After the Super Bowl ads, the Olympus campaign will continue with broadcast spots on the Grammy Awards telecast and print ads in Rolling Stone and the swimsuit edition of Sports Illustrated.

Martin has handled the Melville, N.Y.-based account for two years.