NEW YORK - TBWA Chiat/Day and Apple Computer are hoping to pull off a coup in the final episode of Seinfeld this week with a spot starring Jerry Seinfeld, sources said.
Apple was in talks with Seinfeld's representatives last week, said sources, but no deal had been finalized at press time.
The spot would likely be the only one on the May 14 broadcast to feature the comedian. The spot is described as a sequel to the "Here's to the crazy ones" ad in Apple's "Think different" campaign. Seinfeld, who has an Apple computer in the show, would be the first comic featured in the campaign.
While executives involved in the deal declined comment or could not be reached, sources said the agency had a "hold" on at least 30 seconds of time on NBC.
Seinfeld has declined to appear in other ads airing on the show, sources said. At press time, even American Express, which has Seinfeld as its spokesman, had not bought time on the show, sources said.
Anheuser-Busch, meanwhile, is staging what sources are calling a "pseudo-shootout" between DDB Needham and Goodby, Silverstein & Partners for the client's single spot on the final episode.
DDB has offered the client a selection of commercials for Budweiser and Bud Light that were completed earlier this year but never aired, sources said. Goodby, however, is developing a new installment of the lizards vs. frogs saga for Budweiser, sources said.
A-B rival Coors Brewing has bought a minute on the show. Sources said the brewer will choose from a pool of previously developed spots created by Foote, Cone & Belding for Coors Light and Original Coors.
Visa's new spot from BBDO features The Attic, a used-clothing store in Las Vegas which, of course, accepts Visa and not American Express. The flashy ad features young hipsters in everything from feather boas to saddle shoes amid vintage furniture and psychedelic decor. The ad continues the "It's everywhere you want to be" tagline.
McCann-Erickson will air a new spot for MasterCard in its "Priceless" campaign.
In health and beauty aids, The Intuition Group will break a commercial starring Kristen Johnston for Nice 'N Easy Rich Conditioning Color Creme. Johnston (Third Rock from the Sun) replaces Julia Louis-Dreyfus (Seinfeld's Elaine) as spokesperson.
Old Navy has Joan Collins starring in a new spot, created in-house, sources said.
Several movie studios will also be using the small screen. Grey Advertising is running two spots for Warner Brothers' summer releases Perfect Murder and Lethal Weapon 4, while Sony Pictures Entertainment will air an in-house trailer for Godzilla.
Fuji Photo Film USA is debuting a spot by Angotti, Thomas, Hedge that shows colorful images of a family, a middle-aged woman and a young couple using two new cameras and new film. The tagline concludes, "You can see the future from here."
Viewers can also expect to see spots for Wendy's (Bates USA), Bayer Corp.'s Advantage Topical Solution flea control (Bernstein-Rein), Buick's Century sedan (McCann-Erickson) and Garden Burger (Hal Riney & Partners).
Other clients that have bought units but had not made their creative choices at press time include: Clairol Herbal Essences shampoo, Cellular One, Canon, American Home Products Corp.'s Advil and Hershey.
NBC expects 76 to 79 million viewers for the finale. Sources said the average price for a 30-second unit was a record $1.7 million. The price of 30-seconds on this year's Super Bowl, also NBC, was $1.3 million. --with staff reports