Additional advertisers are making plans to run commercials during the ABC broadcast of Super Bowl XXXVII on Jan. 26.
The Adams division of Pfizer, which is being sold to Cadbury Schweppes, will run a spot for its Trident gum, spoofing the brand’s longtime claim that “four out of five dentists” recommend Trident to their patients who chew gum. The spot, by the New York office of J. Walter Thompson, part of the WPP Group, will be the first appearance for Trident in a Super Bowl.
The Hanes unit of the Sara Lee Corporation will run a commercial featuring Michael Jordan to promote Hanes tagless men’s T-shirts. The spot, which will team Mr. Jordan with the actor Jackie Chan, is the first for Hanes during a Super Bowl since 1985.