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Mullen Extends Wachovia's 'Uncommon Wisdom'

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ATLANTA Mullen said it would launch its latest campaign for Wachovia Securities during the Super Bowl pre-game show this Sunday.

The Winston-Salem, N.C., shop has developed one 60-second and three 30-second television spots that will air during the broadcast, as well as billboards and on-set signage for the financial services firm. Mullen said the commercials are "designed to extend [Wachovia's] 'Uncommon Wisdom' campaign."

"Middle of Nowhere," "Spring Collection," "Hula Hoop" and "Fitted Sheet" show people in various situations, from hiking in the mountains to changing bedding. All of the ads use humor, imagery and metaphors to "engage viewers" while emphasizing how these situations can teach consumers about financial advisors, retirement plans and portfolio management.

CBS' Super Bowl XXXVIII pre-game show airs Sunday from 2 to 3 p.m. It will feature a segment showcasing outstanding achievements of National Football League players and coaches during the past year, the agency said. Viewers will be encouraged to visit CBSsportsline.com to vote for the "Uncommon Performance of the Year."

The winner will be announced at the end of the pre-game show, and Wachovia Securities will make a donation in the winner's name to the Foundation for Investor Education. Wachovia is the presenting sponsor of the pre-game show, said the shop, and expects the program to draw some 3.6 million viewers.

"Wachovia is pleased to be part of such a high-profile event," said Lisa Knowitt, media director at the Winston-Salem-based client. "This enables us to leverage the brand nationally and demonstrate Wachovia's collaborative, personal approach to investing."

Wachovia Corp. spent $83 million on advertising in 2002 and $94 million through November 2003, according to Nielsen Monitor-Plus.