A hair-care brand is hoping to generate some attention through a worldwide campaign that gets under way with a star-filled commercial during Super Bowl XLII on Fox on Feb. 3.
The commercial will present three famous, fabulous females -- Madonna, Marilyn Monroe and Shakira -- to promote the Sunsilk line of hair products sold by Unilever. The 30-second spot is scheduled for the fourth quarter of the game.
Some Super Bowl commercials that have been much blogged and buzzed about in recent years have been for products aimed at women. It may seem counterintuitive, but it can make sense if you consider that about 40 percent of the audience for the game is female.
Indeed, the Super Bowl is typically the No. 1 show for women each year, or No. 2 (after the Academy Awards).
Among the other advertisers in Super Bowl XLII that are taking advantage of the size of the female audience are Procter & Gamble, with a commercial for Tide to Go stain remover, and Limited Brands, with a spot for Victoria's Secret.
Unilever has capitalized on the female viewership during previous Super Bowls, advertising its Dove brand of skin- and hair-care products. Now it's time for Sunsilk, which the company brought out in the United States in mid-2006, 50 years after it was introduced in its first market, the Netherlands.
"We felt like a campaign of this magnitude deserved a very big stage," Sarah Jensen, marketing director at the Unilever hair-care division in Chicago, said Monday.
The campaign carries the theme "Life can't wait" and urges women to "make your hair happen." The commercial will direct viewers to a Web site (lifecantwait.com), which is scheduled to go live on Feb. 1.
Visitors to the site will be asked to share personal stories about how they -- like Madonna, Monroe and Shakira -- try to live life to the fullest.
Or, in the case of Monroe, who died in 1962, lived life to the fullest.
The commercial features snippets of songs associated with each star. Madonna sings "Ray of Light," Monroe sings "I Want to Be Loved By You" and Shakira sings "Whenever, Whatever."
After the spot appears in the Super Bowl, the campaign will migrate around the world, to 15 markets in Europe, Latin America and Asia. Sunsilk is sold by Unilever in about 80 countries.
Starting "in the toughest arena, which the Super Bowl is," is a "statement we want to make" about the importance of the campaign, said Andrei Gemeneanu, Sunsilk global brand director in London.
The campaign is intended as a worldwide reintroduction of Sunsilk, which is aimed at women in their 20's.
The campaign is being created by the Paris office of Desgrippes Gobé, an agency that specializes in brand identity and design. AKQA, a digital agency, is working on the Internet aspects of the campaign.
The worldwide creative agency for Sunsilk, JWT, part of the WPP Group, is helping to produce elements of the campaign that will appear in the United States, Ms. Jensen said.
Among the other advertisers in Super Bowl XLII are Anheuser-Busch, Coca-Cola, Walt Disney, FedEx, General Motors, PepsiCo and Toyota Motor.
Fox, part of the News Corporation, is charging an estimated average of $2.7 million for each 30 seconds of commercial time in the game.
Demand for spots in the Super Bowl, usually strong, has been particularly robust in recent months. Unilever decided in the fourth quarter of 2007 to devote the spot it bought in the game to Sunsilk, Ms. Jensen said.
source : nytimes
Hard Candy
Hard Candy
4 Minutes
4 Minutes
Live Earth 
Leave a comment