TITLE

Super Bowl ad standouts? Whatever.com

AUTHOR(S)
Garfield, Bob
PUB. DATE
January 2000
SOURCE
Advertising Age;1/31/2000, Vol. 71 Issue 5, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article evaluates the advertisements during the Super Bowl XXXIV. NFL Properties' advertisement was a magnificent, emotional tribute to fans, using vintage footage atop Gershwin's Someone to Watch Over Me. Meanwhile, the advertisement of FedEx Corp. by BBDO Worldwide had a digital manipulation of Munchkinland to allow FedEx to save the day. It possessed stunning effect and outstanding brand burnishing. On the other hand, Samuel L. Jackson's voice as the iconic cursor hand, looking for employment opportunities was created by McCann-Erickson Worldwide for HotJobs.com. The advertisement was not funny but a good hard sell and ingenious expropriation of the icon for HotJobs.com brand.
ACCESSION #
2733608

 

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