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Bai, the maker of low-calorie health beverages, will make its first Super Bowl appearance with a commercial by Barton F. Graf. What's more, the brand has elevated Barton to lead agency status.
Bai will run a single 30-second spot during the Feb. 7 CBS telecast. Media placement is being handled by Maxus. Bai has yet to finalize the exact placement of the ad.
"While you often see many long-established brands taking advantage of the most-watched broadcast in television, you also see emerging brands, like Bai, using it as a way to introduce themselves to new consumers," Chad Portas, Bai's chief creative officer, told Adweek.
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