paper tiger

Brett Favre is a Mississippian, but he’s come to be associated with Green Bay, Wis., where he quarterbacks the Packers.

Given the team’s popularity, there may be no better spokesman for the area. Favre has let it be known to the Green Bay Area Visitor & Convention Bureau that he’d “love to help promote Green Bay,” according to a representative of the bureau’s agency, Advertising, Boelter & Lincoln in Milwaukee.

Alas, when the bureau needed spots for a spring promotion, Favre’s schedule prevented him from making the shoot. Creatives at AB&L refused to let that fact stand in their way.

“We contacted [Favre’s representatives] and said we have this idea that his image could be used,” said Andy Larsen, an agency rep.

The idea was to carry a full-sized cardboard cutout of Favre to various Green Bay tourist attractions. The spot broke last week in two northern Michigan markets.

The agency is confident that Favre’s aura will be felt by viewers—even though he’s only in cardboard.

“There’s an implicit endorsement there, even if he’s not in the spot,” Larsen said.