European Stars and Stripes (Newspaper) - January 31, 1993, Darmstadt, Hesse Advertisers keep the bowl rolling by skip Wollenberg the associated pres football fans and their friends will assemble around televisions for tonight a super bowl and advertisers have forked Over millions to tug at their sleeves during Breaks in the action. Abc said it has sold All of the 28 minutes of advertising time for the. Dallas Buffalo title game. Game Day has become a National event. High school players dream of being in it. Adults plan parties around it. And advertisers develop new campaigns to capitalize on the attention it gets. Super bowl regulars arc Back with ads for Nike and Reebok sneakers Pepsi and seven up soft drinks Mcdonald a fast food and Budweiser Beer. Newcomers include Lincoln Mercury cars and Leeds jeans while Subaru cars and Miller Beer arc Back after being away from the telecast for several years. Onetime super bowl advertisers like coca cola Levi jeans and Toyota arc sitting out tonight s game. The super bowl audience is usually television s largest of the year and Abc is _ 100 million americans will tune in for he game. Air estimated 112 million . Viewers watched last year when Washington beat Buffalo. The huge audiences enable broadcasters to charge record and rates for commercials during the super bowl Well above those on popular primetime shows. Abc declined to comment on published reports that it is charging Between $850,000 and $900,000 for a 30-second commercial during the a me. And buyers said privately most of the 20 sponsors Are paying close to the lower rate which is what lbs. Said it charged for its super bowl ads in 1992. Even at $850,000, Abc would get $47.6 million in Revenue from the game commercials alone. It will get millions More for ads in the 2vi-hour pc game show and the pos game show. The High Price of admission has goaded advertisers to produce Good work. That in turn has made the telecast a showcase for commercials As Well As for athletic computer inc. Set the Standard for advertisers in 1984 with a riveting orwellian and for macintosh computers. Among the new products on this years game will be Gill Etc Brand toiletries for men Subaru a latest automobile Model and the colourless cola Crystal Pepsi. Gillette co. Is advertising its first line of shaving preparations deodorants and skin conditioners carrying the Gillette name. A this is the place to be if you want the male audience a a said spokeswoman Mich la Szynal. Subaru of America which last appeared in the super bowl telecast in 1983, bought six 15-Sccond ads to introduce its new Impresa Model. Each and will show a feature of the car which wont be compe Cly revealed until the sixth spot. A we want to Tell As Many people As we can at once that Subaru has a new car in the marketplace a said Mark Dunn National and manager. Pepsi cola co. Bought four minutes for new ads for Crystal Pepsi which it is taking National after tests in several cities and for regular Pepsi the Crystal Pepsi ads will use Van Hale n s right now music and the theme a you be never seen a taste like the Michael leaps from air to Hare Jordan for Nike. Pepsi ads will focus on the a Pepsi coca cola co., which was last on the super bowl in 1991 when it replaced a humorous series of ads with More somber ads in deference to the persian Gulf War said the timing for this years super bowl did no to match its and schedule. It trotted out a new taste it ally theme for diet Coke on new years eve that it did no to want to hold a month for the super bowl said spokesman a arty Donaldson. A new coca cola classic Campaign is being prepared but wont be ready until Spring. Levi Strauss amp co. And Toyota motor sales Usa also cited poor timing in explaining Why they skipped this super bowl. Levi was last on the telecast in 1991 with dockers ads while Toyota advertised a new Canity i Riodil last year. The major sneaker companies Are in this years super bowl. Nike inc., which produced a share Jordan for last years game has a new 90-second commercial with basketball Star Michael Jordan and his animated buddy bugs Bunny. Jordan discovers his shoes Are missing from his locker and bugs joins him in a search through the universe that takes them to Mats and an encounter with Marvin the Martian and other animated characters. Reebok International Ltd. Bought two minutes on the game for what its top advertising executive Dave ropes said will be a global Campaign emphasizing that the shoe can help the wearer a live life to the previous Reed la is emphasized its pump technology or Busch inc. Is crying up the fifth annual Bud bowl game in a series of four 60-Sccond ads. It recruited sex new York jets Star Joe Namath to a coach the animated Budweiser team against a Law actor Corbin Bernsen steam of animated Bud Light and Bud dry bottles. For those keeping Trade Budweiser leads the series 3-0. August Busch in vice president for Budweiser brands said the Bud bowl series is a one of the top performing Media buys that we have despite the hefty Price tag. Buffalo s recent come from behind win in the playoffs Over Houston comforted companies with ads. Late in the super bowl that people will still watch even if the score is lopsided. The super bowl Isnit for every advertiser even those that can afford it Bob Lopre a partner in new England consulting group said companies that want to reach men can find other shows like major Tennis Golf and pro basketball games that Are less expensive but do the Job. He said advertising on the super bowl becomes an ego trip for some corporate executives. Quot its really hard Trust Ify spending that kind of Money on one program Quot he said bowls full of Apple spuds Coke Pepsi and Hare Jordan Apple computer inc. Helped establish the super bowl telecast s reputation As a showcase for advertising with a memorable commercial for its macintosh computers in 1984. The and showed a group of people apparently held captive in a huge room where a big brother figure raved at them from a theater screen. A woman shatters the screen with a sledgehammer symbolizing the liberating Impact Apple hoped its new machine would have on computer users. Here Are other memorable ads from past super bowl telecasts 1985 Apple followed up with an and called �?olemmings11 showing business people Doc Lely following each other off a Cliff. 1986 Burger King found Herb the nerdy Guy it said was the Only one never to visit a Burger King. Sears launched its discover credit card. Timex ran an and for its Atlantis watch showing divers unearthing a huge version of the timepiece at the Bottom of the red sea. Abc ran a a silent minute Quot to give viewers during the pregame show. 1967 spuds Mackenzie appeared As spoke dog for Bud Lite. Pepsi pitched slice soft drinks. Coca cola had actor Pierce Brosnan gracefully dodging attacks while Savouring a diet Coke. Mcdonald a featured a senior citizen who reports for work and wonders How the restaurant got along without him. 1988 spuds skied for Bud Light. Stroll s ran an and with its dog Alex who did impersonations including one of spuds. Mcdonald a showed a rousing Welcome Home for a Young athlete who missed making the olympic team. 1989 the first Bud bowl featured a clash of animated Beer bottles in a series of commercials. Diet Coke ran a 3d commercial. Comedians Dana Carvey and Jon Lovitz went to the super bowl in an american express and 1990 coca cola reunited singers who appeared in its 1971 a a Hilltop and in Italy with children joining them. Pepsi had actor Fred Savage writing a love letter that made his Girlfriend sound like a soft drink. Paul Newman on a Scooter outraged a dragster in an american express and 1991 the persian Gulf War prompted adjustment in some and plans. Coca cola replaced a series of humorous ads with somber commercials in deference to the War but provided a clue in a Long planned contest. Pepsi scrapped a Call in promotion to avoid tying up phone lines but went ahead with Ray Charles introducing the line you be got the right one baby ii huh for diet Pepsi. Mcdonald a showed one of its workers who has Down s syndrome. Nike followed a runner weaving through los Angeles where photos of its athlete endorsers adorn the buildings. Reebok ads featured athletes who knew something about shoes that Nike so does to 1992 Budweiser ignored the animated bottles and followed a fans scramble for his ticket outside the fourth Bud bowl. Pepsi debuted its a gotta have it theme. Nike teamed basketball Star Michael Jordan with the cartoon character bugs Bunny for its a share Jordan and. Reebok launched its a Dan amp Dave Quot Campaign that said the pair would Settle who was the worlds Best athlete at the olympics in Barcelona Spain. One failed to qualify the other finished injured and third. Skip Wollenberg Page 6 a sunday january 31, 1993
