MVP Manning Scores Again

NEW YORK It didn’t take long for Eli Manning to begin cashing in on the MVP honor he earned by leading the New York Giants to a victory in Super Bowl XLII.

In fact, he was still on the field at the University of Phoenix Stadium when he became part of a campaign for Disney. As he stood with helmet in hand, confetti falling all around him, he is seen on camera as a voice asks, “Eli Manning, you’ve just won the Super Bowl. What are you going to do now?” And with four words that have been uttered following 20 previous Super Bowls, Manning beamed, “I’m going to Disneyland!”

The spot aired after the game and will get several more viewings this week. Unfortunately, weather conditions in Phoenix and a stack of planes at the airport forced Manning to miss a flight that actually would have taken him to Disney World in Orlando for a planned parade down Main Street on Monday morning. (He did make the Giants victory parade in New York on Tuesday.) According to Disney, Manning will reschedule his visit for a later date.

Reebok, which already had a marketing deal with Manning, focused on the QB in its “Perfectville” spot, which aired after the game and will remain in rotation. In the spot, several members of the 1972 Miami Dolphins are gathered for a cookout to watch the big game. That team was the only NFL squad to go undefeated and win the Super Bowl, a feat that the New England Patriots failed to do. Two endings of the spot were filmed, with Reebok covering itself depending on which team won.

After the Giants’ victory, “Perfectville” sees a truck marked “Giants Courier” pull into the driveway. A messenger wearing a New York Giants Super Bowl champion T-shirt gets out and hands Dolphins’ veteran Mercury Morris a box. Inside is a football and a note, which Morris reads: “A gift from the New York Giants. Enjoy it for one more year. Regards, Eli.” Manning himself, however, is not seen in the spot. (Had New England won, Morris would have welcomed them to Perfectville.)

Analysts predict Manning could double his income from endorsements with his MVP showing. It had been about $5 million from alliances with Reebok, Citizen Watch and Nabisco’s Oreo. Alan Zucker at IMG, Cleveland, handles.

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