NEW YORK Much like infamous director Ed Wood Jr., being deemed "the worst" has not put a damper on the marketing plans at Salesgenie.com.
The company, which provides sales leads and mailing lists, confirmed today it would break three animated spots during Super Bowl XLII on Fox, even if it means capturing the "loser" title again among Super Bowl commercials, as it did in many post-game reviews this past February.
"Our [Super Bowl XLI] ad was one of the few to feature a call to action, driving more than 25,000 people to the Salesgenie.com Web site," Vin Gupta, chairman of Salesgenie in Omaha, Neb., said in a statement. "If it positively impacts business like it did last year, we'd be thrilled to be the worst again."
Gupta said that, like the previous spot, he conceptualized and wrote copy for the new ads himself. Creative Mint, San Francisco, handled the animation production. Gupta did not reveal the plotlines for the three Super Bowl spots. The company said it would allocate a quarter of its annual ad budget for the telecast. Salesgenie.com spent nearly $18 million in domestic media during the first 10 months of 2007, per Nielsen Monitor-Plus.
The spot that ran during Super Bowl XLI featured a guy named Pierce who drives a hot red sports car, plays golf during business hours and gets invited to the boss' house for dinner because he made "$3 million [for the company] this quarter" by using leads from Salesgenie.
The Super Bowl XLII animated spots will air during the pre-game show and first and third quarters.
Gupta said that Fox has given Salesgenie.com four tickets to the game, which he is giving away in a drawing to customers and registrants at the Web site.