It’s not just Cosentino’s first Super Bowl spot

It’s not just Cosentino’s first Super Bowl spot —it’s the first-ever Super Bowl spot for a countertop surface. For Cosentino, maker of natural quartz surfacing, it kicks off its first national ad campaign. For 16-person independent Freed Advertising in Sugar Land, Texas, which made the ad, it’s a dream come true. “Some people have to wait a lifetime to get a Super Bowl spot. We only had to wait about 20 years,” says agency president Gerald Freed.

The spot, which will air near the end of the first half, features sports figures comparing themselves to some of the more than 50 colors of Silestone, the company’s brand of surfaces. “I’m Diana Pearl,” says Mike Ditka, shot in a dark-paneled den. Two other ex-Chicago Bears, Jim McMahon and William “Refrigerator” Perry, also appear in the spot. It closes with Dennis Rodman, ex-Chicago Bulls star, in a bathtub decorated with the product. The voiceover says Silestone “lets you bring your inner self to the surface.”

It was pure coincidence that they are all Chicago sports legends. “It was a matter of who has personality and who’s available,” says Freed. Rodman was cast to show the product can match even the most flamboyant personality. The ex-Bears were shot in Chicago by director Robert LaTorre of Big Fish. Rodman came to Houston to shoot his scene. Freed worked on the spot with creative director Ray Redding, art director Richard Wilks and copywriters Dallas Baker and Denise Tyrell.

The shop has worked with Houston-based Cosentino since last March and on this ad since July. Freed had three other spots ready to go but convinced the client to do a fourth especially for the game. “Initially, they told us no,” says account director Michael Albrecht. “But we went back to them three times to negotiate and they said, ‘You really believe in this, don’t you?’ And we said ‘Yes, if you’re going to do something for the Super Bowl, it has to be able to get people’s attention.’ “

The other spots use the same conceit, but “the feel, the music, the tempo is different in the Super Bowl spot,” Albrecht says. “It’s much more in your face.”