Dockers® and Shazam® Partner to Bring “Wear The Pants™” Campaign to Smartphones Everywhere

Dockers® brand has created an innovative way to provide consumers with relevant content on their terms. Dockers® and Shazam® have developed an integrated program that allows consumers who watch the new Dockers® “Men Without Pants” TV commercial to use their mobile devices to engage at a deeper level with the brand – a world’s first. Once the ad is “shazamed,” viewers will link directly to a branded-content site. This technology is a major step forward in making TV clickable like digital media.

The new commercial debuts during the Super Bowl XLIV broadcast on February 7 on CBS, the first Dockers commercial to air on the Super Bowl since 2002. Viewers who have Shazam® downloaded on their smartphones can tag the spot and are instantly taken to a branded-content page. On this page, consumers can read about the “Wear the Pants™” campaign, learn about and purchase the “I Wear No Pants” track and more. The ad debut will also include a khaki pant giveaway promotion that can be entered immediately via consumer mobile devices with the Shazam® technology. The commercial continues through 2010 on a variety of shows and networks including NBA on TNT, FX, Comedy Central and the Discovery Channel and will also air online immediately following the Super Bowl debut. The khaki give away runs from February 7 – 15, 2010.

The ads that Bowled us over

The 1973 Super Bowl has become a frequent point of reference this year because Super Bowl VII, played Jan. 14 at Memorial Coliseum in Los Angeles, was the game in which the Miami Dolphins became the first team in modern pro football history to finish a season undefeated.

Their 14-7 win over the Washington Redskins, despite placekicker Garo Yepremian throwing the worst pass in Super Bowl History, gave them a 17-0 record – the record being challenged Sunday by the New England Patriots, who would with a victory over the Giants finish 19-0.

But the 1973 Super Bowl also marked another historic milestone: the commercial that many feel planted the seed for what Super Bowl ads have become today.

Sorting through the history of Super Bowl ads

If you look at the Super Bowl advertisement hype, which seems to triple each year, it almost makes the 30-second spots seem worth the 40 bajillion dollars that companies such as Anheuser-Busch and Pepsi will be paying for them in 2008.

And with so many iconic moments in the past 3 1/2 decades, it’s becoming more socially acceptable to admit you prefer the commercials to the game – especially the 52-10 blowout between the New England Patriots and New York Giants that we’re about to watch on Sunday afternoon. Have we reached the point where popular culture has become part of American history? And if so, should Super Bowl ads be taught in every classroom?

Super Bowl ads are a sign of the times

Strong economic times can result in a bounty of good Super Bowl ads. Janet Jackson’s exposed breast is a Super Bowl commercial killer. And venture capitalist money equals offbeat and funny — at least when it comes to the memorable dot-com advertisements of the late 1990s and 2000.

That was arguably the best era for Super Bowl ads, but there were other boom times as well — which, coincidence or not, often seem to come when confidence in the economy is rising. The landmark Apple “1984” commercial highlighted one of the best Super Bowls for ad-watchers, and the Reaganomics-fueled years that followed were stocked with plenty of clever spots as well.

The 10 best Super Bowl ads of all time – Business of Super Bowl

Thirty-four years ago this month, Farrah Fawcett sensuously applied Noxzema to Joe Namath’s manly chin — touching off an escalating arms race of expensive Super Bowl commercials that have frequently been more entertaining than the games.

Last year, advertisers weren’t shy about spending $2.5 million on a 30-second commercial, but only the Budweiser “Magic Fridge” commercial came within striking distance of our Top 10 list.

Below are the best Super Bowl commercials of all time, the keys to their success and the prospects of the company after the spot aired. As you can see, just because people are still talking about an ad more than 20 years later doesn’t mean the product changed the world:

10. Budweiser “Frogs” (1995)
9. Xerox “Monks” (1977)
8. Tabasco “Mosquito” (1998)
7. Electronic Data Systems “Herding Cats” (2000)
6. McDonald’s “The Showdown” (1993)
5. Monster.com “When I Grow Up …” (1999)
4. Reebok “Terry Tate: Office Linebacker” (2003)
3. E*Trade “Monkey” (2000)
2. Coke “Mean Joe Greene” (1979)
1. Apple “1984” (1984)

SUPER BOWL GAMES VS. COMMERCIALS / Are ads superior to game?

“The Super Bowl ads are better than the game.”

No doubt you’ve heard at least one friend or relative make that statement, usually after a few drinks, a large gambling loss or a horrible set of Super Bowl events that mock the sports gods — such as Washington quarterback Mark Rypien being named MVP.

But have we really reached the point where commercials have become more entertaining than the sporting event that surrounds them?

Super Bowl Big Spenders

Question: What company was going to sponsor a pay-per-view football game played by models wearing lingerie?

Answer: Chrysler backed out of a deal to sponsor the “Lingerie Bowl,” which was set to air during the halftime of Super Bowl XXXVIII.

How much does it cost to gain the attention of 90 million Americans and one billion people around the globe? This is the question advertisers ask themselves every year when evaluating the purchase of commercial time during America’s most watched sporting event, the American Nurses Association’s Bi-Annual Bowling Festival. Just kidding; of course, it’s the Super Bowl.

Ultimately, because so many eyes and ears are tuned into the Super Bowl, advertising time does not go cheaply. But luckily for broadcasters, cost is not a deterrent for the corporations that are dead set on bringing their product to the coveted Super Sunday audience.

Passing Up on the Super Bowl: Visa, McDonald’s Are No-Shows

The price tag for a 30-second spot on Super Bowl XL, on ABC Feb. 5, 2006, is flat versus a year ago, when it was $2.4 million, sources said, making it the third time in five years that the cost to advertise during the big game has not increased. In addition, the Winter Olympics, as well as clients’ interest in newer ad platforms like wireless and an unwillingness to undergo the creative scrutiny of Super Bowl ads, could divert some dollars from the football telecast, media buyers said last week.

Perennial advertiser Visa is believed to be one client forgoing the Super Bowl in favor of the Olympics, and McDonald’s, an on-again-off-again Super Bowl advertiser that had one spot last year, is also taking a pass in 2006.

Fox Sells All Slots on Super Bowl

http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1000789386 By Steve McClellan NEW YORK Three days before the big game, Fox confirmed it has sold all available TV commercial slots on Sunday’s Super Bowl. All told, 59 ads will run during the telecast. That’s assuming there are no last minute withdrawals, such as Ford’s decision to pull its Lincoln Mark LT “Lust” spot, which generated complaints from a…

Super Bowl Ads Lead to Bigger Box Office

http://www.adweek.com/aw/regional/west/article_display.jsp?vnu_content_id=1000789762 By Gregory Solman LOS ANGELES A study of Super Bowl advertising effectiveness shows that movies marketed during the big game perform 40 percent better at the box office than films that are not. The report by Rama Yelkur, Chuck Tomkovick and Patty Traczyk, of the marketing department of the University of Wisconsin, Eau Claire, was first published in the…

Super Bowl XXXIX – Movie ads do register

http://www.sportsbusinessnews.com/index.asp?story_id=43884 Spending millions to advertise in the Feb. 6 Super Bowl will likely pay off for Hollywood’s movie studios, say marketing experts at the University of Wisconsin-Eau Claire, who have studied Super Bowl advertising for five years. Advertisements during the high-profile game are selling for an average of $2.4 million per 30-second spot, a record amount for the National Football…

Super Bowl ad money likely to pay off

http://www.nwherald.com/StyleSection/313174661107154.php NORTHWEST HERALD EAU CLAIRE, Wis. – Spending millions to advertise in the Feb. 6 Super Bowl will likely pay off for Hollywood’s movie studios, say marketing experts at the University of Wisconsin-Eau Claire, who have studied Super Bowl advertising for five years. Advertisements during the high-profile game are selling for an average of $2.4 million per 30-second spot, a…

Making sure ads play to women, too

Between plays during Super Bowl XXXVIII on Sunday, viewers will see commercials for cars, impotence drugs, and, of course, beer — none of which will come as a surprise to the more than 40 million men who will once again sit down to watch the game.

But while Super Bowl commercials will continue to be mostly male-oriented this year, there is at least one unusual pitch: a commercial showcasing the softness of Charmin toilet paper, a product whose core buyer is a “family-centric mom,” says its maker.

Charmin’s manufacturer, Procter & Gamble — one of the companies that puts the soap ads in soap operas — is aiming its message at the large and growing female contingent of Super Bowl viewers. Women make up more than a third of the viewing audience for the Super Bowl, and that audience is growing, giving brands like Charmin increasing motivation to use the game to target core consumers.