SBC to Play on ABC, Fox College Football

DALLAS Omnicom’s Merkley Newman Harty & Partners breaks a TV spot Saturday to promote SBC’s support of college football. As a part of its football sponsorships with ABC Sports and Fox Sports, the spot will air prior to kickoff on all of ABC’s regional and prime-time Saturday college football games during the 2003 season, the client said.

The 60-second spot from the New York agency opens with a locker room pep talk with a coach and his “technicians.” He says, “All right, listen up. A lot of people depend on you for good communications, gentleman. That’s right. So get out there and give me 110 percent.” The technicians begin to yell and cheer as they slam their hard hats on their heads and file out of the locker room. As they reach the door, they tap the SBC sign (an homage to the Notre Dame football team’s pre-game ritual) before running out to their assignments.

In the next scene a manager paces down an office cubicle aisle as she gives orders through a headset. A technician follows behind, picking up the slack of her cord like he was a football coach’s sideline assistant. She yells, “Let’s go people! I want to see excellent coverage out there.” The spot cuts to a team of technicians working on an underground tunnel. As a crewmember comes out of the tunnel, the team leader grabs another technician and says, “Go in for Johnson. Go deep.”

The spot for the San Antonio-based telecommunications company ends with the tag, “Yeah, we get excited about Saturdays too,” and the voiceover, “SBC—proud sponsor of College Football Saturday.”

Throughout the ABC college football telecasts and the SBC Post-Game Show on Fox, SBC Internet Services will promote its $29.95 SBC Yahoo! DSL Internet service through separate spots from Omnicom’s GSD&M in Austin, Texas.

SBC spent more than $720 million on ads in the U.S. last year, according to TNS Media Intelligence/CMR.