European Stars and Stripes (Newspaper) - January 30, 1994, Darmstadt, Hesse                                When you and it up it s $900,000 for 30 seconds by Harry Berkowitz new Day or Don Moonjian running a 90-second commercial in today s super bowl is not just a Way to reach a huge audience and � rent More Alamo cars. It s nothing less than a Mission and a hugely expensive one at that to prove that the 20-year-old car rent Val company has finally come of age. We re very confident that we will be Able to make a statement that we be arrived said Moonjian vice president for advertising at Alamo adding that executives considered but held off running a super bowl and the past two years. For the past decade the super bowl has grown increasingly important As a showcase for advertisers. You want to be the most noticed said Phil Dusenberry vice chairman of Bado worldwide which is running ads for Pepsi frito Lay Federal express and Chrysler. You want to be liked. And you want your message to come  just to get a Chance to try advertisers Are paying Abc about $900,000 for each of the 56 30-second advertising slots for the game up from $850,000 last year and eclipsing the Cost of other to programs. Media buyers say Abc is hinting that it wants $1 million per spot for next year s super bowl and May end up with $950,000. Critics say that some advertisers rely too much on the super bowl. Companies May get themselves in trouble with super bowl buys by trying to make it More than it is said Jim Julow director of marketing operations at Chrysler which is running two minutes of commercials to introduce its Dodge Neon. They put All their ads in that  for the most part advertisers air new Commer Cial some also use big name directors producers or stars. Some rely on special effects. And some create commercials that will run Only during the super bowl. That includes a 60-second spot for frito s new Wavy Lay s potato chips and the sixth year of the Bud bowl with four 60-second spots starring Mike Ditka and bum Phillips As coaches for the computer animated Beer bottle teams. Twin Brothers Allen and Albert Hughes who directed the highly praised film menace ii society last year Are doing a 60-second spot for Reebok starring Shaquille o Neal based on the shoot pass slam sin Gle on his rap album. Carlton Chase who has directed for american express and Levis is doing two 30-second spots to launch a Campaign for norwegian cruise lines its first time in the super bowl by and Agency Goodby Berlin & Silverstein. One includes a woman standing in the Ocean sensuously eating a piece of fruit. There s no Law that says you can t make love at four in the afternoon on a tuesday says the and whose tag line is elegant yes. Stuffy  and director Joe Pytka who in the past has done Nike spots starring Michael Jordan and bugs Bunny and Pepsi spots starring Michael Jackson and Madonna this year is doing a 90-second spot for Alamo and a 60-second spot for doritos Tortilla thins. Ninety seconds Well Alamo is intent on making a splash. And after All Nike went 90 seconds last year in its spot featuring Jordan bugs Marvin the Martian and giant chickens. The spot for Alamo whose revenues have More than doubled the past five years won t be quite that fancy but Moonjian says the and by the Agency a Riney & partners will take people on a journey thru Alamo territory in both geography and time including special effects but no celebrities. The Cost for the 90-second Slot represents about 5 percent of.  former Chicago and Houston coaches belly up for the latest version of Beer s big encounter. Budweiser Alamo s annual and budget Moonjian said. Nike whose basketball shoe sales have begun drooping despite its just do it Campaign is toning Down its ads in this super bowl. Such stars As Jor Dan Charles Barkley Alonzo mourning and David Robinson will play secondary roles in the two 60-Sec Ond spots which feature about 10 unknown players from across the country. A Nike spokesman Calls them local hot shots or heroes in a Celebration of the love of the  is frito Lay which is sponsoring the country music halftime show concerned that Chevy Chase its big celebrity in a Tortilla thins and debuting in the super bowl failed miserably As a talk show Host we think our venue our irreverent Tongue in Cheek style of advertising is better suited to him than a talk show is said Brock Leach frito Lay vice president for Brand marketing. He said that an meanwhile for an to viewers by Craig Martin staff writer of May never know whether Mike Ditka or bum Phillips wins the animated Beer bottle Bud bowl but you la surely know How to file that 1040a after watching the super bowl on an to tonight. An plans to air tax tips a new series of command information spots during the super bowl according to Herb Glover the network s spokesman. An spots regularly pre empt stateside commercials. Tax tips is a series of spots featuring tax specialists John Martensen and Jerry shills. Although an has no Way of knowing How Many people will watch the Dallas Buffalo game the super bowl definitely draws one of an s largest audiences of the year Glover said. An handpicks spots that air during the super bowl. They target an s traditional super bowl audience of mostly male military members Between the Ages of 18 and 45, Glover said wednesday in a written response to questions an also will air messages that include the armed forces recreation Center the stars and stripes drinking and driving the army and air Force Exchange service Uso and equal Opportunity. Some an affiliate stations will air their own local command information at designated times during the game Glover said. And starring Chase and a steamroller which debuted last year helped push doritos sales up 12 percent and ranked ninth among commercials in the third Quarter on the video storyboard consumer Survey. Another big super bowl advertiser Budweiser said its Bud bowl Campaign helped push sates up $22 million last january despite an Overall Flat sales year. Plenty of super bowl commercials get panned or even if they Are Well received As ads arc not Chough to create a successful product. Sales of Crystal Pepsi have been disappointing despite being last year s Lead off and in the super bowl. Subaru Impresa sales have been dismal despite several ads in last year s game. The car maker is not Back this year serv Istar whose commercial was considered drab last year is not Back. Lee jeans whose funny ads were among the most highly praised last year says it would have liked to be Back but opted instead for the Winter olympics. Miller brewing also wanted to be Back but got shut out by . Coopers & Lybrand and Ford Are also missing. Pepsi is Back but won t say which of its products it will advertise. Mcdonald s is Back but won t say with what. And Mas Ter lock which spends much of its and budget on the super bowl is Back As is seven up. Most advertisers make a special Effort not to get stuck just in the second half. The night before the game everyone visits the shrine of the Patron Saint of advertising and Hopes that it s not a Blowout said Duson Berry of updo. If you have a 48-to-12 score at halftime and you re in the second half of that game boy your audience is dropping like a  Converse a first time super bowl advertiser insisted its spot run in the first Quarter. It is running a 30-Sccond spot with basketball player Larry Johnson As Grandmamma and a storyline based on the wizard Foz. Chrysler which is in the super bowl for the first time in at least a decade bought All two minutes of its and time in the first half including a spot just be fore Kickoff. The ads for the Neon include technology scenes such As a Power Plant and an air plane Han Gar and very Little talk or even text. In contrast James Manning Brand manager for Goodyear tire & rubber co., which is running a 30 second spot slated for the third Quarter says place ment does t matter that much. Most viewers Are geared for a party and they Are there for the whole  its a shoe and. Not a co Pom ii january 30. 1994 sunday pages