Michael Jordan should be the pitchman for Eveready batteries. He keeps going and going and going.
Even as Jordan’s pro basketball career is winding down, the former Bulls star’s marketability has found new life. He will now be featured in not one but two Super Bowl commercials–a rare feat in the big advertising show.
Sara Lee Corp.’s Hanes division is expected to announce Thursday that Jordan will be tapped for a new commercial supporting its tagless T-shirt line, which it launched last fall.
PepsiCo’s Quaker Oats division previously announced that it will air during the Super Bowl its just-released Gatorade spot, in which the current Jordan is shown playing a younger Jordan in a game of one-on-one.
It’s not the first time that more than one company has used the same spokesman during the Super Bowl, but most companies try to avoid consumer confusion on what is the year’s most expensive advertising event. The average price for a 30-second spot is $2.2 million.
“It’s rare. You usually don’t see it happen,” said one local creative director. “Most of the time, companies try to avoid something like this.”
But Hanes isn’t concerned, mainly because it doesn’t use Jordan in a sports setting like Gatorade.
In a twist in this spot–Hanes’ first Super Bowl commercial since 1985–Jordan will be paired with Hollywood martial arts maven Jackie Chan.
Hanes executives won’t give details on the spot. The advertising will air in the second quarter of the game on the Jan. 26 ABC telecast.
“It’s an interesting pairing,” said John Ceneviva, Hanes’ senior vice president of branding. “What we can say is that Jackie sets up the problem and Michael gives the solution.”
The Martin Agency, Richmond, Va., is handling the new spot.
Hanes, which has used Jordan for the past 15 years, launched its tagless T-shirt in October using Jordan in a new spot. Ceneviva said that Hanes’ sales are up 15 percent compared with last year thanks to the launch.
Jim Beam names exec: For the first time, Jim Beam Brands Worldwide is naming a chief operating officer. Thomas J. Flocco, currently senior vice president, strategy and corporate development, for Jim Beam’s parent company, Fortune Brands Inc., is moving over to the spirits company as executive vice president and chief operating officer. He reports to Rich Reese, president and chief executive officer.
Tribune names broadcasting chief: Tribune Co. on Wednesday named Patrick Mullen president of Tribune Broadcasting, overseeing the company’s 24 TV stations, its entertainment division and radio station WGN-AM in Chicago. Mullen has served as Tribune Television president since March 2001.
Changes at Y&R: Young & Rubicam eliminated three full-time positions in a restructuring of its creative department. Two of the creative directors will still work on freelance projects for the agency.
Walgreens’ ad spending up: Walgreen Co. told shareholders at its annual meeting Wednesday it would spend $360 million this year on advertising, or a 12 to 13 percent increase over last year.
Merger completed: After nearly 50 years as two separate organizations, the Grocery Merchandising Sales Executive club and the Merchandising Executives Club have merged to form one local grocery trade association. The Grocery Merchandising Association is the new name for the merged association, which will be headed by Jays Foods executive Bobby Heinze.
On the move: Former Dome Communications creative director Rob Eiseman joins PRL Group as a principal . . . Scott Reeves, formerly with Cramer-Krasselt, was named director of client services for the Home Depot direct marketing account at DDB Chicago. Reeves reports to Group Account Director Jim Lecinski.
Kraft looking for exec: Kraft Foods Inc. is seeking a public relations vice president, who would report to Michael S. Mudd, senior vice president, corporate affairs.
Account action: The Mercantile Exchange, which recently hired Interpublic Group of Cos.’ Draft Worldwide to handle its advertising, is now in the hunt for a public relations agency to “articulate its vision.” The odd thing is that the Merc’s procurement office is handling the search rather than marketing folks.
