Don Rickles, also known as “Mr. Warmth,” returns to the small screen as the voice of the sarcastically witty and wilted flowers-in-a-box in Teleflora’s new commercial set to debut during Super Bowl XLIV, on CBS Sunday, February 7, 2010.
“We are thrilled to have someone of Don Rickles’ stature be part of our new spot. Rickles, who is known for his off-beat humor, is the perfect choice to voice our sarcastic flowers,” said Shawn Weidmann, President, Teleflora. “With Valentine’s Day — one of the busiest flower buying days right around the corner — we knew that being part of the game’s advertising line-up offers us the chance to reach 150 million potential customers.”
The commercial will continue to air through Friday, February 12, 2010 on sports focused cable channels and primetime cable shows geared towards male viewers. Teleflora also will conduct home page takeovers on sports enthused sites the week of February 12, with banner ads across several top providers directly linking users to a landing page that offers click-to-call for easy ordering.
Teleflora is extending the creative contradiction of flowers-in-a-box vs. its hand-arranged bouquets online in a “naughty vs. nice” viral execution of the commercial campaign. In the “nice” execution, consumers can send someone a sincere message along with a beautiful, virtual Teleflora bouquet. In the “naughty” execution, the spirit of the talking flowers comes alive with consumer-generated or pre-selected sarcastic messages that are “delivered” with un-arranged, uncut, sloppily packed flowers in a box. With each “naughty or nice” e-card, Teleflora is offering the sender and recipient a discount code from telelfora.com. For more information, customers can log onto www.teleflora.com.
The company’s in-house ad agency, Fire Station, was behind the concept and creation of the hilarious new spot. The spot was produced by Go Film and directed by Tim Hamilton.