Getting ready to rumble

Spots created by Arnold Communications and Mullen are primed to make appearances at the upcoming Super Bowl, while Gearon Hoffman hopes to help a client make a late entry from the bench.
Commercial time on Super Bowl XXXIV, dominated by clients, is filling up fast. Thus far, Boston-based Arnold and Gearon Hoffman, along with Mullen in Wenham, Mass., may be the only New England agencies to have their work represented.
Mullen made its Super Bowl debut in 1999 with the well-received “When I Grow Up” spot for The shop returns that client to the game next year, and will also launch women’s cable TV and Internet network Oxygen Media. Why pay $2-3 million to launch a women’s network on a game that appeals primarily to men? “It’s perceived to be a men’s party,” said Mullen’s Edward Boches. “We’re going to crash the party.”
Arnold’s game-day entry will be for The Wall Street Journal’s interactive edition. Gearon Hoffman late last week was in negotiations to place a commercial on the Super Bowl for an undisclosed client.
–Judy Warner and Lauren Wiley