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Super Bowl February 6th 2011 – Advertising & Promotions

The Big Game is the second most viewed sporting event after the soccer World Cup final, putting advertisers and brands throughout the world’s largest economy into a frenzy. But which promotions are targeting the American Super Bowl in 2011?

Cellular South

Cellular South has lined up a 30 second TV commercial featuring the Android-powered touchscreen smartphone, the Samsung Galaxy S. It will also showcase the new Samsung AllShare software platform. The treatment is as follows:

“Set in a crowded sports bar with everyone glued to the digital flat panel televisions lining the walls in the room to watch the Big Game. A group of three women, seemingly bored with the football hysteria, are using a Samsung Galaxy S smartphone to stream and watch an HD-quality video. What viewers won’t expect is what these women decide to do with their video and how it disrupts the game.”

The allegedly humourous ending to the commercial is being kept a closely guarded secret.


YouTube’s Ad Blitz contest has been created to showcase 2011 “Big Game” commercials. Visitors to the special Ad Blitz channel at www.youtube.com/user/adblitz will be able to cast their vote based on the commercial’s entertainment value, quality, originality, creativity, humor and similar characteristics. The winner of the contest, which runs from the conclusion of the Big Game on Sunday, Feb. 6 through 11 p.m. CST on Feb. 14, will receive free placement of its commercial for 24 hours on YouTube’s website homepage at www.youtube.com on Feb. 19.


The Kardashian Shape-ups commercial will air at the 2-minute warning in the fourth quarter of the game on Sunday, February 6, 2011. According to Leonard Armato, president of SKECHERS Fitness Group:

“People can’t stop talking about who Kim’s going to break up with – and once they see how hot it is, we’re sure they’ll want another great commercial from SKECHERS. They may even root for overtime just to see what SKECHERS has in store.”

News of Kardashian’s yet-fully-unveiled commercial has been reported throughout the US media, from CNN and MTV to Good Morning America and the TODAY show; repeat articles in USA Today and The Washington Post; and celebrity news shows Access Hollywood, Entertainment Tonight, and Extra.

Papa Johns Pizza

Papa John’s, the Official Pizza Sponsor of the NFL and Super Bowl XLV, announced on 24th January that it will give away a free pizza to everyone in America if the Super Bowl goes into overtime. Customers simply have to register for Papa John’s customer loyalty program, My Papa Points, at www.papajohns.com, by 11:59 p.m. ET Saturday, Feb. 5.

More than one million Americans have already registered.

Ace Metrix

Ace Metrix will be tweeting about the effectiveness of Super Bowl ads @ace_metrix on Twitter. The company will release complete rankings of most effective Super Bowl ads on Monday, February 7.

Declaration Anthem

“Declaration Anthem,” has been created by Placement Music, LLC for the Fox Super Bowl Sunday presentation of the ‘Declaration of Independence,’ starting at 5:52 p.m. ET. The song will be available as a charity single and ringtone on iTunes and Amazon.com after kick off.

A portion of proceeds from the full-length score, a radio edit and ringtone goes directly to benefit Wounded Warrior Project. The non-profit organisation reports an estimated 40,000 U.S. service members have been wounded in recent years, and more than 300,000 suffer from post-traumatic stress disorder (PTSD).

Madame Tussauds

Madame Tussauds have announced that Tony Siragusa, former Super Bowl champion, will be the newest addition to its wax collection of celebrities, athletes and world and political leaders.

Together with DIY Network, the home improvement channel, Madame Tussauds’ official unveiling will take place at the NFL Experience at the Dallas Convention Center on the Entertainment Stage on Thursday, Feb. 3 at 8-9 p.m. CST. Siragusa will be there for a photo op and to sign autographs for fans. The figure will also be present at the NFL Experience at DIY Network’s “Man Caves” booth in Hall C, beginning Tuesday, Feb. 2 until Sunday, Feb. 6.

Known as “The Goose,” Siragusa played 12 NFL seasons for the Indianapolis Colts and Baltimore Ravens, helping the latter team win its first and only Super Bowl title in 2001. Since retiring from the league, Siragusa has become the NFL’s only field analyst providing commentary and in-game analysis from his position in the end zone and he co-hosts DIY Network’s “Man Caves,” a home improvement TV series.

About Business Desk

Business Desk
Editors and staff from the Business Desk at The Global Herald.

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