John McEnroe pokes fun at himself in new TV commercial
January 30 2008
John McEnroe pokes fun at himself in a new US TV commercial by re-enacting his tantrum-throwing days on the tennis court.
But this time, he's not angry because the ball was out but because a carton of milk was left out of the fridge.
In a cheeky little ad for the cereal All-Bran, McEnroe, 49, is filmed helping a friend with the pipes in his kitchen.
Dressed in a bathrobe and pyjamas, the retired tennis player emerges from under the sink and says: "Well Bob, you've still got some more work to do on your pipes."
Then he says: "By the way I'm really impressed by the way you're sticking with this All-Bran 10-day challenge."
Bob, sitting at the breakfast table chomping away, agrees. He says: "Hey, it's just one serving a day. I already feel it's starting to work."
But the two friends get into a row when McEnroe snaps: "And next time, don't leave the milk out."
Bob pleads his innocence by saying: "But I didn't leave it out I put it back in the fridge."
In typical McEnroe fashion, he says: "It was out."
Bob throws "it was in" across the room like it was a tennis ball flying across a net. Then the McEnroe of old is let loose when he barks: "Are you blind? Don't sit there and tell me it was in when it was..."
But he is interrupted when a woman comes down the stairs, also in her dressing gown, looking tired and peeved.
A humbled McEnroe says: "Good morning Patty. Nice robe."
The commercial is part of the All-Bran campaign encouraging people to keep regular by taking the 10-day challenge.
At the end an announcer says: "The All-Bran 10-day challenge. Do it. Feel it."
Monday, October 20, 2008
Thursday, October 16, 2008
Brooke's Farfegnugen! Shields Featured in New VW Spots
VW Taps Brooke Shields for Routan Minivan Ads
Sept 9, 2008
-By Steve Miller
Actress Brooke Shields will appear in a series of ads for Volkswagen's Routan minivan starting in October, as the brand continues to solicit celebrities to promote its products.
In a promotional four-and-a-half-minute video, Shields refers to a "Routan boom," where there is a dramatic rise in children being born to families that believe they have to have more children to justify the purchase of "German engineering," or a Routan. Crispin, Porter + Bogusky, Miami, handles.
Shields has represented a number of products, most famously Calvin Klein jeans in the early '80s. Over the years, the 43-year-old actress has spoken out for various causes, such as Chain of Confidence, a group devoted to helping at-risk young women, and a series of anti-smoking PSAs. She has also represented Colgate, Jones New York and Dolce & Gabbana, among others. Shields currently stars on NBC's show Lipstick Jungle.
The Routan will target married couples under the age of 45 with at least one child under the age of 6, and having two or more children. The target household income is $75,000 and over.
Volkswagen declined to discuss any elements of its Routan campaign.
In May, Volkswagen launched an initiative as part of which the automaker deposits $1,500 into a college account for customers who make a down payment through Upromise, a subsidiary of student loan provider Sallie Mae. The contribution is posted with Upromise and then placed into an interest-bearing 529 savings account. The money also can be withdrawn.
The campaign has fared poorly, however, according to dealers. VW's gm of marketing, Brian Thomas, said that promotion has landed between 20 and 30 takers.
"We have never offered a minivan before," said Thomas. "What our job is in marketing this is to let consumers know that Volkswagen is an option. There are defaults, such as Toyota, Honda and Chrysler. But for us, coming to the category for the first time, it is critical to signal that we understand [consumers'] values."
The brand hopes to sell 40,000 Routans. "We are not trying to sell 100,000 of them," said Richard Fisher, chairman of the Volkswagen National Dealer Council. "But it is a vehicle that we will be able to sell."
Some of the new spots will continue to use Max, the talking Beetle appearing in brand ads earlier this year. Volkswagen's Max ads also featured a number of other celebrities, including David Hasselhoff and Heidi Klum.
Volkswagen sales are pacing even this year, per Autodata, Woodcliff Lake, N.J., while the minivan category is down 19.5%.
Hi O!!! Ed McMahon Raps for Free Credit Report
McGangsta: Ed McMahon to rap in viral videos
By DERRIK J. LANG – Sep 25, 2008
LOS ANGELES (AP) — Ed McMahon has an unexpected new job title: rapper.
The 85-year-old former "Tonight Show" sidekick will star in two viral rap videos for FreeCreditReport.com, a financial Web site owned by credit bureau Experian. The videos feature McMahon wearing a tracksuit, being chauffeured around Los Angeles in a Cadillac Escalade golf cart and waxing lyrical about his very public financial troubles.
"I knew I could sing the blues, but I didn't know I could rap," McMahon said Wednesday.
The videos will appear online in October.
Charles Harris, FreeCreditReport.com's vice president of strategic marketing, said the company sought out McMahon to star in the humorous spots after seeing him openly discuss his finances on "Larry King Live." Harris said McMahon represents "a man who is taking charge."
In the first video, McMahon — who once pitched the American Family Publishing sweepstakes — and a bodyguard are cruising through a neighborhood looking for sweepstakes winners to ask for some money back, but McMahon doesn't actually go through with it. In the second spot, McMahon dons a new suit after undergoing a financial and emotional makeover.
"When I retired, I was famous," McMahon raps in the video. "I had money and glory/I bought a house for 6 mill/I thought nothing could touch me/Until my credit went south, and debt started to crunch me/Next thing I know, instead of playing gin rummy, I was scrambling just to make ends meet/It wasn't funny."
After being joined by two scantily clad women, McMahon continues: "Got a bump from the media chumps, but that was temporary/Wife with bad credit was scary, so I got wise/I may have fallen, but I got back up/Now I'm back on the attack, like a ninja swinging nunchucks/I told the haters, 'Go on, take a hike'/It's my show now, and I can do what I like."
McMahon said he spent one day in the studio recording the rap. He said he hopes his participation will inspire viewers to learn from his mistakes and become more aware about their finances.
When asked if he would consider releasing a full-length rap album, McMahon said: "Not immediately."
In June, the former "Star Search" host revealed he was fighting foreclosure after falling $644,000 behind on mortgage payments on his Beverly Hills home. Last month, he agreed to a deal with a private buyer. McMahon said Wednesday the deal has not been completed, and he's not sure what he and his wife, Patricia, will do after the sale.
"We're in this together," said McMahon. "We're a team. We're going to solve it together. We're going to work this out. I'm very optimistic. I'm an old Marine. I've been in two wars and have 85 combat missions under my belt. I've got a background of looking for the good stuff, going for the best way. My wife is with me 100 percent."
It's not the first job for McMahon following his money problems. In July, the former "Tonight Show" sidekick reprised his role as pitchman with commercial segments alongside talk-show host Jimmy Kimmel on "Jimmy Kimmel Live." One of the spots featured McMahon teaching Kimmel how to sell a product. Another had the duo preparing for a road trip to Mexico.
Last week, a Los Angeles Superior Court judge ruled that McMahon's lawsuit against Cedars-Sinai Medical Center and two physicians he claims failed to properly diagnose and repair his broken neck laid out adequate legal ground to pursue claims that include negligence, elder abuse, battery, fraud and intentional infliction of emotional distress.
By DERRIK J. LANG – Sep 25, 2008
LOS ANGELES (AP) — Ed McMahon has an unexpected new job title: rapper.
The 85-year-old former "Tonight Show" sidekick will star in two viral rap videos for FreeCreditReport.com, a financial Web site owned by credit bureau Experian. The videos feature McMahon wearing a tracksuit, being chauffeured around Los Angeles in a Cadillac Escalade golf cart and waxing lyrical about his very public financial troubles.
"I knew I could sing the blues, but I didn't know I could rap," McMahon said Wednesday.
The videos will appear online in October.
Charles Harris, FreeCreditReport.com's vice president of strategic marketing, said the company sought out McMahon to star in the humorous spots after seeing him openly discuss his finances on "Larry King Live." Harris said McMahon represents "a man who is taking charge."
In the first video, McMahon — who once pitched the American Family Publishing sweepstakes — and a bodyguard are cruising through a neighborhood looking for sweepstakes winners to ask for some money back, but McMahon doesn't actually go through with it. In the second spot, McMahon dons a new suit after undergoing a financial and emotional makeover.
"When I retired, I was famous," McMahon raps in the video. "I had money and glory/I bought a house for 6 mill/I thought nothing could touch me/Until my credit went south, and debt started to crunch me/Next thing I know, instead of playing gin rummy, I was scrambling just to make ends meet/It wasn't funny."
After being joined by two scantily clad women, McMahon continues: "Got a bump from the media chumps, but that was temporary/Wife with bad credit was scary, so I got wise/I may have fallen, but I got back up/Now I'm back on the attack, like a ninja swinging nunchucks/I told the haters, 'Go on, take a hike'/It's my show now, and I can do what I like."
McMahon said he spent one day in the studio recording the rap. He said he hopes his participation will inspire viewers to learn from his mistakes and become more aware about their finances.
When asked if he would consider releasing a full-length rap album, McMahon said: "Not immediately."
In June, the former "Star Search" host revealed he was fighting foreclosure after falling $644,000 behind on mortgage payments on his Beverly Hills home. Last month, he agreed to a deal with a private buyer. McMahon said Wednesday the deal has not been completed, and he's not sure what he and his wife, Patricia, will do after the sale.
"We're in this together," said McMahon. "We're a team. We're going to solve it together. We're going to work this out. I'm very optimistic. I'm an old Marine. I've been in two wars and have 85 combat missions under my belt. I've got a background of looking for the good stuff, going for the best way. My wife is with me 100 percent."
It's not the first job for McMahon following his money problems. In July, the former "Tonight Show" sidekick reprised his role as pitchman with commercial segments alongside talk-show host Jimmy Kimmel on "Jimmy Kimmel Live." One of the spots featured McMahon teaching Kimmel how to sell a product. Another had the duo preparing for a road trip to Mexico.
Last week, a Los Angeles Superior Court judge ruled that McMahon's lawsuit against Cedars-Sinai Medical Center and two physicians he claims failed to properly diagnose and repair his broken neck laid out adequate legal ground to pursue claims that include negligence, elder abuse, battery, fraud and intentional infliction of emotional distress.
Sunday, September 28, 2008
T.O. Shows Off His Fangs With Venom Energy Drink
Venom Energy Drink Partners With Terrell Owens
PLANO, Texas, Sept. 23 /PRNewswire-FirstCall/ -- Venom Energy's C-suite
today got a little more exciting as the energy drink announced a
partnership with Dallas Cowboys wide receiver Terrell Owens and named him
to the newly created post of Chief Mayhem Officer. An energy drink designed
for delivering piercing energy that strikes back, Venom Energy provides the
fuel and touch of invincibility to Owens.
"With my schedule, I need an energy drink that keeps me going all day,"
said Terrell Owens. "Venom Energy gets me pumped and energized and always
enables me to perform at my best."
"We're excited that the best wide receiver in the NFL has joined our
team," said Randy Gier, chief marketing officer of Dr Pepper Snapple Group.
"Terrell is an athlete that everyone connects with, so we're expecting
great things from this partnership. We're popping the popcorn for his first
visit with the Board."
As his first official order of business, Terrell will call on Venom
Energy's parent company Dr Pepper Snapple Group to support his charitable
foundation, Catch a Dream, which provides food, clothing, shelter and
proper resources to 81 underprivileged families. Through March 2009, Dr
Pepper Snapple Group will donate money to Catch a Dream for every bottle of
Venom sold.
Terrell will also be participating in Venom Energy promotion and
marketing campaigns including attendance at sponsored events and on
in-store merchandising materials.
The Venom energy blend contains caffeine, l-carnitine, guarana, ginseng
and taurine, the hard-core ingredients that consumers are looking for in
their energy drink. Venom is available now at retailers nationwide for a
suggested retail price of $2.39. For additional information, visit
http://www.venomenergy.com.
About Venom Energy
Venom Energy is a brand in the beverage portfolio of Dr Pepper Snapple
Group, Inc. (NYSE: DPS). DPS is an integrated refreshment beverage business
marketing more than 50 beverage brands to consumers throughout North
America.
PLANO, Texas, Sept. 23 /PRNewswire-FirstCall/ -- Venom Energy's C-suite
today got a little more exciting as the energy drink announced a
partnership with Dallas Cowboys wide receiver Terrell Owens and named him
to the newly created post of Chief Mayhem Officer. An energy drink designed
for delivering piercing energy that strikes back, Venom Energy provides the
fuel and touch of invincibility to Owens.
"With my schedule, I need an energy drink that keeps me going all day,"
said Terrell Owens. "Venom Energy gets me pumped and energized and always
enables me to perform at my best."
"We're excited that the best wide receiver in the NFL has joined our
team," said Randy Gier, chief marketing officer of Dr Pepper Snapple Group.
"Terrell is an athlete that everyone connects with, so we're expecting
great things from this partnership. We're popping the popcorn for his first
visit with the Board."
As his first official order of business, Terrell will call on Venom
Energy's parent company Dr Pepper Snapple Group to support his charitable
foundation, Catch a Dream, which provides food, clothing, shelter and
proper resources to 81 underprivileged families. Through March 2009, Dr
Pepper Snapple Group will donate money to Catch a Dream for every bottle of
Venom sold.
Terrell will also be participating in Venom Energy promotion and
marketing campaigns including attendance at sponsored events and on
in-store merchandising materials.
The Venom energy blend contains caffeine, l-carnitine, guarana, ginseng
and taurine, the hard-core ingredients that consumers are looking for in
their energy drink. Venom is available now at retailers nationwide for a
suggested retail price of $2.39. For additional information, visit
http://www.venomenergy.com.
About Venom Energy
Venom Energy is a brand in the beverage portfolio of Dr Pepper Snapple
Group, Inc. (NYSE: DPS). DPS is an integrated refreshment beverage business
marketing more than 50 beverage brands to consumers throughout North
America.
Tuesday, September 23, 2008
Federer Brews Up Extension with Coffee Machine Company
OFF COURT - ROGER AND JURA: LONG-TERM PARTNERSHIP
JURA extends co-operation with 13 Grand Slam Winner and Olympic Gold Medalist Roger Federer
Niederbuchsiten, 15. September 2008 – JURA, the Swiss innovation leader in automatic household coffee machines and Roger Federer, one of the greatest tennis players in history, have extended their partnership to the year 2016. Roger Federer becomes the long-term worldwide brand ambassador for the Swiss premium brand. Roger Federer has represented the Swiss brand JURA since August 2006.
Thanks to the cooperation with Roger Federer, JURA's brand awareness has grown worldwide. JURA General Manager Emanuel Probst says: "Roger Federer shares a lot of values with JURA: heritage, precision, hard work and a passion for excellence." Thanks to the 'Federer effect' JURA' sales have grown faster. "To have him as an ambassador helps us to open many doors and increases our brand awareness" says Probst. Federer is an important factor in the growth of the Swiss company. In 2007 JURA grew 18.2% to CHF 384 millions. In the last ten years, JURA has quintupled its revenues.
For Probst, Roger Federer is not only a great tennis player, but someone with a modest and downto-earth personality. He is a global star with none of the trappings of success. "Now that the battle for the number one position in tennis has taken on a new dimension, the interest surrounding Federer has actually increased. That adds even greater value to our brand" says Probst. Roger Federer is looking forward to the further cooperation: "Coffee specialities have become a global phenomenon. As an avid coffee drinker, I am very happy and excited to help JURA further develop its brand worldwide."
JURA Elektroapparate AG, a Swiss company with worldwide operations, leads the field in fully automatic home coffee machines. Founded in Niederbuchsiten, Solothurn in 1931, the company has 282 employees at home and 243 abroad working with its foreign distributors. JURA’s consolidated revenues in 2007 totalled CHF 384 million, 13.3% of which was generated in Switzerland and 86.7% by international markets.
JURA extends co-operation with 13 Grand Slam Winner and Olympic Gold Medalist Roger Federer
Niederbuchsiten, 15. September 2008 – JURA, the Swiss innovation leader in automatic household coffee machines and Roger Federer, one of the greatest tennis players in history, have extended their partnership to the year 2016. Roger Federer becomes the long-term worldwide brand ambassador for the Swiss premium brand. Roger Federer has represented the Swiss brand JURA since August 2006.
Thanks to the cooperation with Roger Federer, JURA's brand awareness has grown worldwide. JURA General Manager Emanuel Probst says: "Roger Federer shares a lot of values with JURA: heritage, precision, hard work and a passion for excellence." Thanks to the 'Federer effect' JURA' sales have grown faster. "To have him as an ambassador helps us to open many doors and increases our brand awareness" says Probst. Federer is an important factor in the growth of the Swiss company. In 2007 JURA grew 18.2% to CHF 384 millions. In the last ten years, JURA has quintupled its revenues.
For Probst, Roger Federer is not only a great tennis player, but someone with a modest and downto-earth personality. He is a global star with none of the trappings of success. "Now that the battle for the number one position in tennis has taken on a new dimension, the interest surrounding Federer has actually increased. That adds even greater value to our brand" says Probst. Roger Federer is looking forward to the further cooperation: "Coffee specialities have become a global phenomenon. As an avid coffee drinker, I am very happy and excited to help JURA further develop its brand worldwide."
JURA Elektroapparate AG, a Swiss company with worldwide operations, leads the field in fully automatic home coffee machines. Founded in Niederbuchsiten, Solothurn in 1931, the company has 282 employees at home and 243 abroad working with its foreign distributors. JURA’s consolidated revenues in 2007 totalled CHF 384 million, 13.3% of which was generated in Switzerland and 86.7% by international markets.
Wednesday, September 17, 2008
Sex Sells in Women's Golf
The Wilhelmina 7
The Wilhelmina Artist Management, a division of the New York modeling agency, has chosen seven LPGA players, including Kim Hall, right, and Anna Grzebien, and dubbed them the "Wilhelmina 7." The agency will seek sponsorships and endorsement deals for the women in an effort to show a different side of professional golf. Take a look at these pros on and off the course.
Credit: Wilhelmina Artist Management
Friday, September 12, 2008
Ellen DeGeneres Dances Her Way to Covergirl Deal
Ellen Degeneres is breaking into modelling – and is set to become the new face of beauty brand, CoverGirl, according to US reports.
Ellen, who recently married her long-term lover Portia de Rossi, is the surprise new spokesperson for the brand, following in the footsteps of stars like Drew Barrymore, Rihanna, and Christie Brinkley.
The 50-year-old Emmy award-winning talk show host is rumoured to have garnered a six-figure sum for the deal.
An insider told the NY Post gossip column PageSix: ‘She is shooting the campaign this week,’ adding: ‘She must have got at least $1 million for it.’
Christie Brinkley, who was the original face of CoverGirl cosmetics, promoted the brand for 20 years, and has now been rehired to promote their new line of products, which is aimed at older women.
Ellen, who recently married her long-term lover Portia de Rossi, is the surprise new spokesperson for the brand, following in the footsteps of stars like Drew Barrymore, Rihanna, and Christie Brinkley.
The 50-year-old Emmy award-winning talk show host is rumoured to have garnered a six-figure sum for the deal.
An insider told the NY Post gossip column PageSix: ‘She is shooting the campaign this week,’ adding: ‘She must have got at least $1 million for it.’
Christie Brinkley, who was the original face of CoverGirl cosmetics, promoted the brand for 20 years, and has now been rehired to promote their new line of products, which is aimed at older women.
Monday, September 8, 2008
This One's a Layup - Dr. J. and Dr. Pepper
Julius Erving, or Dr. J, is featured in a new spot for Dr Pepper in a $35 million ad campaign that launched Monday. "Scientific tests have proven that when you drink Dr Pepper slowly, the 23 flavors taste even better," the basketball great says in one TV spot. "I get it 'cause half my life has been in slow motion." Dr. J is seen in slow motion making an amazing shot: landing an ice cube in a glass. And Dr. J isn't the only fictional doctor at work for the beverage. Kelsey Grammer, known for his role as Dr. Frasier Crane in "Frasier," is shown dishing out advice on his radio talk show, saying: "Slower is better: Trust me, I'm a doctor."
Tuesday, September 2, 2008
He Can Write and Swim - Phelps Nabs $1.6 Million Book Deal
EVEN before landing back in the US, Olympic swimming champ Michael Phelps, winner of eight gold medals in Beijing and the man being hailed as the greatest Olympian of all time, was converting his fame into a big pool of Yankee dollars.
Phelps snagged an estimated $1.6 million advance from the Free Press imprint of Simon & Schuster for his latest book, to be called "Built to Succeed."
Waxman Literary Agency, working with Phelps' long-time talent manager Peter Carlisle of Octagon, brokered the deal, which had a $1 million floor price just to get into the hunt.
At least a half-dozen major publishers took a look before Dominick Anfuso, editorial director of Free Press, landed the deal.
In the book, which is being called an "inspirational memoir," the publisher said that Phelps will reveal the secrets of his success, and give a behind-the-scenes look at his approach to training, competition and winning.
The narrative thread is expected to be the eight final swims of the 2008 games.
Grab A Cold One with Jessica Simpson
Simpson, 27, is now the face of Stampede Light Plus, a beer made by Dallas's Stampede Brewing Co., that includes vitamins, reports the Associated Press. She'll appear in store ads for the beer and will take a 15 percent stake in the brewer.
In a statement, Simpson said that as an entrepreneur, she is "always looking for ways to diversify my portfolio with good ideas and good people."
"Yes, I work out and take care of myself," she added, "but I also like a cold beer once in a while." Bottoms up!
Thursday, August 28, 2008
Blue Light Special On Sheryl Crow Jeans
Perhaps the plethora of new celebrity inspired apparel at retailers across the country is attributable to the success of Steve & Barry's celebrity lines?
This back-to-school season will go down as the Battle of the Brands.
Kohl's launched six new lines of clothing this summer with a star-studded advertising campaign featuring celebrities from Lenny Kravitz to Hayden Panettiere. JCPenney introduced another half-dozen labels, the department store's biggest crop of new brands, with looks including urban rock and all-American. And Dillard's is chasing soccer moms with a line designed by Sheryl Crow that hit stores this month.
Monday, August 25, 2008
GEICO Caveman Bagels Billie Jean King
The Geico Cavemen failed in their hopes of becoming TV stars, as ABC called off a series based on their adventures last fall. But the story of these misunderstood characters lives on in a pair of 30-second broadcast spots for Geico, via The Martin Agency, breaking this week.
In one TV spot, "Plane Banner," a caveman and his girlfriend—played by model and one-time Lindsay Lohan pal Lauren Hastings—plop down their umbrella and blankets on a secluded beach. "Boy, I really needed this," the caveman says as he prepares to sprawl out. Then a small plane flies over the beach with a trailing banner featuring the famous Geico ad with copy: "Saving hundreds so easy . . ." The copy alludes to older ads, which state that saving on insurance with Geico is so easy that a caveman could do it. The caveman looks disconsolately at the banner and says, "I'll be in the car."
Another spot features former tennis star Billie Jean King at a tournament in which her foe is a caveman. After a round, the two report to their respective chairs and the caveman says, "I can't believe I'm beating Billie Jean King." "You're not beating me," King replies. "In fact, you haven't even got a serve in." "You might want to take a gander at the scoreboard," the caveman says. Both look at the board, which shows he has yet to score a point. The caveman looks around the arena and realizes Geico is sponsoring the entire event. "I get it," he says with a smile to contain his anger, as he gets up to leave the court. "I quit, but I get it."
"With this new round of cavemen work, we were really trying to stick to the same formula that worked so well in the past: Geico, intentionally or not, dinging cavemen," Todd Brusnighan, senior copywriter at The Martin Agency, Richmond, Va., said in a statement. "We wanted to remind viewers that our cavemen are still out there and their struggles are still very much happening everyday."
There is no Web element to the new campaign, but a Martin Agency rep said the ads "will be on every television network and every cable network" for the next 21 months. The spots will also run during the Olympics. Some reports have said that two more cavemen ads are in production and will be released shortly, but the agency's rep declined to comment on the reports.
Geico's cavemen ads began running in 2004 and have gained pop icon status over the years. Geico spent $600 million on U.S. ads last year (excluding online) and $240 million through May, per Nielsen Monitor-Plus.
Saturday, August 23, 2008
Newman! Nope, It's Seinfeld Who Gets Tabbed as Microsoft's New Pitchman
Jerry Seinfeld will receive a reported $10 million to appear in Microsoft's new ad campaign for its Vista operating system.
The budget for the campaign is reportedly $300 million.
NPH Nabs Old Spice Deal
Old Spice has signed openly gay actor Neil Patrick Harris as a celebrity endorser.
Certainly a bold move by a brand known for its macho image.
Thursday, August 21, 2008
Nationwide (Insurance) Has Spoken - Sanjaya is the Winner
Nationwide Unveils New Ad Featuring Sanjaya
Design your own Sanjaya look at Sanjaya-ize.com
Nationwide Insurance® unveiled its newest Life Comes at You Fast ad, featuring former American Idol contestant Sanjaya Malakar. In the tradition of Kevin Federline, Fabio and MC Hammer, Sanjaya becomes the latest celebrity to poke fun at himself in one of Nationwide’s commercials. A new microsite allows fans to upload a personal image and create their own "Sanjaya" look using the Nationwide Sanjaya widget.
In the ad, Sanjaya visits India to seek advice from a wise man who tells him he needs a retirement plan – and a haircut. Sanjaya sports a hairstyle similar to the ones he made famous on American Idol (Season 6).The ad also appeals to younger audiences, reminding them to start planning for retirement now, even if it seems a long way off.
“I think the TV ad turned out really funny,” said Malakar. “I know from personal experience that Life Comes at You Fast. I went from being an unknown singer to appearing before of millions of people as an American Idol contestant. Now I am doing a commercial for Nationwide Insurance. I’m excited to see what happens next in my career.”
Check out Sanjaya-ize.com
At www.Sanjaya-ize.com, fans can upload a picture and try on various hairstyles, outfits and accessories worn by Sanjaya in the new ads and on American Idol. When their look is complete, fans can share it with friends and family.
The ad featuring Sanjaya is one of six new spots designed to reach South Asian-American audiences.
Design your own Sanjaya look at Sanjaya-ize.com
Nationwide Insurance® unveiled its newest Life Comes at You Fast ad, featuring former American Idol contestant Sanjaya Malakar. In the tradition of Kevin Federline, Fabio and MC Hammer, Sanjaya becomes the latest celebrity to poke fun at himself in one of Nationwide’s commercials. A new microsite allows fans to upload a personal image and create their own "Sanjaya" look using the Nationwide Sanjaya widget.
In the ad, Sanjaya visits India to seek advice from a wise man who tells him he needs a retirement plan – and a haircut. Sanjaya sports a hairstyle similar to the ones he made famous on American Idol (Season 6).The ad also appeals to younger audiences, reminding them to start planning for retirement now, even if it seems a long way off.
“I think the TV ad turned out really funny,” said Malakar. “I know from personal experience that Life Comes at You Fast. I went from being an unknown singer to appearing before of millions of people as an American Idol contestant. Now I am doing a commercial for Nationwide Insurance. I’m excited to see what happens next in my career.”
Check out Sanjaya-ize.com
At www.Sanjaya-ize.com, fans can upload a picture and try on various hairstyles, outfits and accessories worn by Sanjaya in the new ads and on American Idol. When their look is complete, fans can share it with friends and family.
The ad featuring Sanjaya is one of six new spots designed to reach South Asian-American audiences.
Wednesday, August 20, 2008
Starbury - Great Deal Goes Sour
One of the greatest licensing deals in the sneaker and apparel industry has gone south.
Say that five times fast. More bad news for embattled retailer Steve & Barry's. As if filing for bankruptcy wasn't enough, now they're getting fouled by Knicks point guard Stephon Marbury. Marbury is suing his broke buddies for millions in royalties from his hot-selling Starbury sneaker line. Marbury launched the sneaker line two years ago with a $15 price tag so poor kids could buy them. How nice! Now that S&B has tanked, Marbury is looking for his endorsement cash, claiming he's owed $2.2 million. No worries, though. Marbury is in talks with Amazon to sell the kicks.
Phelps' Crystal Ball Article from 2004 - $1 Million Bonus First Revealed
Olympics Still Months Away, Swimmer Brings Home Gold
By Michael E. RuaneWashington Post Staff WriterTuesday, June 1, 2004; Page A01
Second in a series of occasional articles
The three Olympic swimmers and their agents, and the hair stylist, and the makeup people, and the public relations man from the swimsuit company, are crammed into a corner room on the 22nd floor of a swanky hotel overlooking New York's Times Square.
Start of rightcontent.inc
-->
_____ Swimming's Wonder Boy _____
• Numerous endorsements have already made North Baltimore's Michael Phelps a millionaire.• Gallery: Road to Games Paved With Gold• Phelps is expected to be the most decorated athlete at this summer's Olympic Games.• Gallery: Making a Splash
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Michael Phelps, who is aiming for seven gold medals at the Summer Games in Athens, has just had his hair done in the bathroom, and is checking himself out in the bedroom mirror.
He and the others are about to help Speedo launch a new line of racing suits before a national TV audience. All have Speedo endorsement deals. As they wait, one reviews Speedo's talking points. Phelps doesn't need to brush up. He knows the mantra by heart. "It's like, 'Repeat Speedo as many times as possible,' " he jokes.
An hour later, during his 55-second dialogue with "Today" show host Matt Lauer, when Phelps tells millions of viewers he is looking forward to the Olympics, he deftly adds, "This year is a very exciting year for me, and Speedo."
Twenty-five years after the Olympic movement allowed professional athletes to compete in the games, Phelps has become the epitome of the modern American corporate Olympian.
Many Olympic athletes get corporate stipends or support from companies that believe such associations help sell their products. For most, says Bob Condron, director of media services for the U.S. Olympic Committee, the funding pays the bills and allows them to train. Phelps, he said, is at another "extreme of the spectrum."
Although he is only 18, is less than a year out of high school and still lives with his mother in a Baltimore County townhouse, he already is a millionaire.
He has been a professional swimmer since he was 16. He is the youngest male ever to turn pro in his sport. He has sponsors, agents, lawyers, accountants, deals, charities, obligations, his own Web site, and his own logo, a jazzy-looking MP over the name Michael Phelps.
He also has looks, poise and smarts. This summer, thanks to a cascade of corporate marketing deals, he could become the richest professional swimmer ever.
Phelps is aiming to match, or beat, the record of American swimming legend Mark Spitz, who won seven gold medals at the 1972 Olympics in Munich. Such a feat, never equaled, would be glorious enough. But Speedo, with whom Phelps already has a multimillion dollar, multiyear endorsement deal, has added the promise of another $1 million if he pulls it off.
It has been a brilliant marketing coup: generating extensive media coverage that, to the delight of his corporate sponsors, has catapulted Phelps into the public spotlight as no other swimmer since Spitz.
His athletic achievements haven't hurt. Four years ago, at the age of 15, Phelps became the youngest male in over 60 years to make the U.S. Olympic team. A year later he became the youngest male swimmer to set a world record.
Since then he has set a string of world records -- bagging five in one meet last summer. He currently holds three: in the 200-meter butterfly, the 200-meter individual medley and the 400-meter individual medley. In February, he narrowly missed a world record in the 200-meter backstroke.
He quickly got the attention of the corporate world, betting that he would "podium" often in Athens, as one executive put it, and eager to bask in the halo of his fame.
In addition to the Speedo endorsement, which Phelps signed in September 2001, he landed lucrative deals with Visa, the credit card giant, in 2002; Argent, an Irvine, Calif.-based mortgage company in 2003; and this year with AT&T Wireless and PowerBar, the energy food company.
Phelps has been as conscientious with his commercial obligations as he has been with his training in the pool. Diligent and dedicated in the water, he has been a quick study in the unfamiliar world of business, his advisers say.
"Being able to work with sponsors, Speedo, Argent and Visa . . . if you're away from home and you're with them, they're a family away from home," Phelps says. "It's like we're pretty much all in this together, the sponsors and myself . . . working to get at the top of the game and to stay at the top of the game."
In recent months, with careful orchestration, Phelps's profile has risen further.
In January, he flew to Los Angeles to film a Super Bowl TV commercial for Visa with other prospective Olympians, and posed for a Speedo photo shoot at Baltimore's Meadowbrook Aquatic and Fitness Center, where he trains. (He was cut from the Super Bowl ad, which featured female volleyball players instead.)
In February he starred at a big meet in Orlando, where he was hunted by New York fashion photographers from Vanity Fair and FHM magazine, and his picture appeared on 57 million Visa brochures that were mailed to customers.
His "Today" show appearance, followed by a Speedo swimsuit extravaganza at a Manhattan nightclub, was in March, the same month he was featured on the cover of ESPN's magazine and Chase Bank began offering a Visa credit card with his picture on it.
In April, he beat out basketball stars LeBron James and Diana Taurasi for the AAU's James E. Sullivan Award. He jetted to the Bahamas, Arizona and Miami for more commercial work, and appeared in Indianapolis with NBA legend Larry Bird to promote a meet there next fall.
In May he was in TV commercials that aired during the Kentucky Derby and the Preakness and was the main attraction when the North Baltimore Aquatic Club, with whom he trains, held its first ever fundraiser.
He has also filmed TV promos for NBC, which is broadcasting the Olympics, signed a multiyear endorsement deal with Omega, the Swiss watch firm, and has an informal arrangement with California's Vans footwear company: He wears their shoes; he gets them for free.
"Michael Phelps should not have to get a job, ever," says Josh Schwartz, of the SFX Sports Group marketing firm.
But his handlers want more.
In order to gain true commercial stardom, he must first live up to his potential in Athens, his agent, Peter Carlisle, says. Indeed, unlike any other Olympian, Phelps's commercial bonanza is speculative, says Condron, a corporate "roll of the dice."
If he lives up to his promise, he must then surmount the Olympic athlete's traditional marketing dilemma: Can he reach the masses?
"The swimming world, forget what they think," Carlisle says. "Olympic world? Really forget that." The question is: Can Phelps become known by the general public? "That's what you're after. . . . That's what you're up against."
Generally speaking, Olympic athletes have a narrow window of marketability, says Carlisle, who is based in Portland, Maine, and heads the Olympic division for the sports marketing firm of Octagon, headquartered in McLean.
The window, which comes around only with each four-year Olympic cycle, occurs during the games, and about a month or so before and after, he says.
The challenge is to expand that window. "Can you keep the . . . marketability alive beyond the window? Can you potentially enable that athlete to transcend the Olympic space altogether?"
Fast Lane Speeds Up The lights were low inside the crowded second-floor Manhattan nightclub, Pressure. People pretending to be scientists walked around in white lab coats and plastic safety glasses. The audience -- business executives, public relations people and the press -- began to take seats in the rows of white armless chairs that resembled huge marshmallows.
An ominous-sounding techno track thumped: "I am legendary, you are not; I am legendary, you are not."
Up on stage, behind opaque, illuminated screens, shadowy human figures appeared. One by one, to scattered applause, they emerged from behind the screens, four swimmers clad in what look like fish-colored leotards.
"It's truly scary how awesome they are," a female announcer said, introducing Olympic swimmers Amanda Beard, Jenny Thompson, Lenny Krayzelburg, and "oh yeah, three-time world record holder and the only male to break five world records at one single meet: phenom Michael Phelps."
The hyped-up, high-glitz, multimedia experience, designed to simulate a science fiction "aqualab," had been created to debut a bathing suit.
It was Speedo's new Fastskin FSII racing suit, the super light, super tight, super expensive garment that is supposed to increase a swimmer's speed in the water.
Speedo had brought in four of the dozens of top swimmers it sponsors to model the suit, but Phelps was the headliner. He has what the company calls its "richest swimwear sponsorship of all time," one that his agent says is probably worth between $2 million and $6 million through 2009.
Though he has never won an Olympic medal, and the other three all have, it is "the Phelps meteor," as one sports agent put it, that Speedo and many others are gambling will streak over Athens this summer.
The 76-year-old brand, whose net revenues topped $240 million last year, has been eyeing Phelps since he was 12, according to Stu Isaac, a former collegiate swimmer and coach, and the company's senior vice president of team sales and marketing.
The Los Angeles-based firm, which was born in the mind of an Australian underwear maker in 1928, tracks many young swimmers at clubs around the country. Phelps quickly stood out.
By the summer of 2001, he had gotten so good that he had a serious decision to make. He faced the prospect of earning big time endorsement money. But if he did, he would have to forego swimming in college, where professional athletes may not compete, and lose the athletic scholarship he was almost certain to get.
The majority of top high school swimmers choose college, Isaac says, and it is a rare few whose prospects are good enough to make it worthwhile to turn pro beforehand.
In Phelps's case, the decision was made easier when Speedo agreed to pay his future college tuition, along with endorsement money. The initial contract went out to 2005. Last fall it was extended to 2009 -- sweetened with the $1 million seven-gold-medal Spitz challenge.
That idea, Isaac says, originated with Carlisle, Phelps's agent.
"It's created a huge buzz," says Evan B. Morgenstein, president of Premier Management Group, which represents a host of other top-flight swimmers. "Speedo's the big winner; we'll see if Michael is."
It was also touted as "inventive and memorable advertising" in the annual report of Speedo's parent company, the apparel giant, Warnaco Group.
"The bonus has been worth every bit of it, even if he's not able to achieve that very, very difficult goal," Isaac says. "Because it really raised the profile of swimming, and Michael Phelps in particular, in the public's eye."
It's also been good for Speedo. "No doubt about it. A lot of people wouldn't have written about our sponsorship deal with Michael if it wasn't for that bonus clause."
An Ever-Expanding 'Team' Just before 8 on a rainy night in April, the crowd in the glittering New York Athletic Club, just off Central Park, began to drift from the 9th-floor Card Room to the carpeted lounge next door.
The occasion was the announcement of the winner of the 74th annual Sullivan Award for athletic achievement in the previous year.
One of the most venerable honors in sports, it has been awarded by the Amateur Athletic Union since 1930. Athletes such as Peyton Manning, Carl Lewis and Spitz have won in the past.
The award bills itself as "honoring America's top amateur athlete." But big-name amateurs can be hard to find these days. And the AAU recently started accepting the nominations of some athletes who are not amateurs, according to an AAU spokesman.
This year Phelps was one of the five finalists, along with basketball stars James and Taurasi, masters track star Philippa Raschker, and speed skater Apolo Anton Ohno.
There was excitement in the room because James and Taurasi had failed to show, and were presumed to be out of the running.
Phelps, who was present with his mother, one of his sisters, his father, his coach and his agent, joined the rest of the migration to the lounge, and then, bathed in a spotlight, was summoned to the stage with Ohno and Raschker.
Film clips of the finalists' achievements were shown, a few speeches were made, and a female emcee opened the award envelope. "The recipient of the 2003 AAU Sullivan Award," she said, "is Michael Phelps."
The room burst into whoops and applause. Phelps's family and coach beamed from the audience. He smiled and waved, and then took to the podium.
"Standing in front of you guys tonight, receiving this award is definitely an honor," he said. "Being in a group with athletes who I'm here with today is an amazing accomplishment within itself."
He said he wanted to thank all those who had made this possible. He would later express his gratitude to his parents, sister, coach, agent and friends.
But the first to get his thanks that night, as he stood in the hallowed temple to sports, was "the team that I've been working with:
"Speedo, Visa, Argent.
"They've been a big help to allow me to get to this point today."
'Co-Branding Action' The two PowerBar photographers, along with a company representative, had been waiting all morning by the concrete diving tower at the George F. Haines International Swim Center in Santa Clara, Calif., for time with Michael Phelps.
They had their camera gear. They had a pile of gray sweat shirts and black baseball caps emblazoned with the brown and yellow PowerBar logo. And they had a good spot for photographs. All they needed was Phelps.
But these days everyone wants time with Michael Phelps, and on this Sunday in May he was in the middle of an arduous morning of preliminary races in an annual Santa Clara meet, where he was the main celebrity.
Phelps had three races that morning, and three that evening. And he was leaving for Colorado the next day for more training. His time was limited.
Finally, with the morning session ending, his agent's assistant approached the worried-looking photographers. "Okay," she said, "we're going to do it now." But they would have only five minutes. "Literally, five minutes. Do you have anything you want him to wear?"
They did. "We'll do sweatshirt, hat, and I want one with his hat on backwards," said Natalie Santos Ferguson, the PowerBar rep. She had gotten Phelps's red and blue "MP" logo sewn on the back of one of the hats. "A little co-branding action," she said.
After his last race, which he won, Phelps walked over wearing a white T-shirt with the Visa logo on it. That kind of co-branding was okay, Ferguson had explained, because PowerBar wasn't a credit card company. Plus, the sweatshirt would cover the T-shirt.
Phelps stood on the concrete foundation, while the photographers worked, ordering him to strike this pose or that. At one point, he raised his arms, which lifted his shirt, exposing the waistband of his underwear. "If you could push your Calvin Kleins in a little bit," one of the photographers said. "We don't want too much co-branding."
"Two minutes, guys," someone called out. "Actually, a minute and a half."
The final shots would be Phelps in swimming goggles. He started to put on a pair, but stopped. "Time out," he said. "Gotta get the other goggles." He jogged off to the bleachers and was back in moment. He pulled on the new goggles, which looked shiny and sleek, and had clearly etched in the side the word, "Speedo."
Time was now almost up.
"Just one, just one," said Phelps's agent, Carlisle, who was watching.
"We really got to run."
By Michael E. RuaneWashington Post Staff WriterTuesday, June 1, 2004; Page A01
Second in a series of occasional articles
The three Olympic swimmers and their agents, and the hair stylist, and the makeup people, and the public relations man from the swimsuit company, are crammed into a corner room on the 22nd floor of a swanky hotel overlooking New York's Times Square.
Start of rightcontent.inc
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_____ Swimming's Wonder Boy _____
• Numerous endorsements have already made North Baltimore's Michael Phelps a millionaire.• Gallery: Road to Games Paved With Gold• Phelps is expected to be the most decorated athlete at this summer's Olympic Games.• Gallery: Making a Splash
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Michael Phelps, who is aiming for seven gold medals at the Summer Games in Athens, has just had his hair done in the bathroom, and is checking himself out in the bedroom mirror.
He and the others are about to help Speedo launch a new line of racing suits before a national TV audience. All have Speedo endorsement deals. As they wait, one reviews Speedo's talking points. Phelps doesn't need to brush up. He knows the mantra by heart. "It's like, 'Repeat Speedo as many times as possible,' " he jokes.
An hour later, during his 55-second dialogue with "Today" show host Matt Lauer, when Phelps tells millions of viewers he is looking forward to the Olympics, he deftly adds, "This year is a very exciting year for me, and Speedo."
Twenty-five years after the Olympic movement allowed professional athletes to compete in the games, Phelps has become the epitome of the modern American corporate Olympian.
Many Olympic athletes get corporate stipends or support from companies that believe such associations help sell their products. For most, says Bob Condron, director of media services for the U.S. Olympic Committee, the funding pays the bills and allows them to train. Phelps, he said, is at another "extreme of the spectrum."
Although he is only 18, is less than a year out of high school and still lives with his mother in a Baltimore County townhouse, he already is a millionaire.
He has been a professional swimmer since he was 16. He is the youngest male ever to turn pro in his sport. He has sponsors, agents, lawyers, accountants, deals, charities, obligations, his own Web site, and his own logo, a jazzy-looking MP over the name Michael Phelps.
He also has looks, poise and smarts. This summer, thanks to a cascade of corporate marketing deals, he could become the richest professional swimmer ever.
Phelps is aiming to match, or beat, the record of American swimming legend Mark Spitz, who won seven gold medals at the 1972 Olympics in Munich. Such a feat, never equaled, would be glorious enough. But Speedo, with whom Phelps already has a multimillion dollar, multiyear endorsement deal, has added the promise of another $1 million if he pulls it off.
It has been a brilliant marketing coup: generating extensive media coverage that, to the delight of his corporate sponsors, has catapulted Phelps into the public spotlight as no other swimmer since Spitz.
His athletic achievements haven't hurt. Four years ago, at the age of 15, Phelps became the youngest male in over 60 years to make the U.S. Olympic team. A year later he became the youngest male swimmer to set a world record.
Since then he has set a string of world records -- bagging five in one meet last summer. He currently holds three: in the 200-meter butterfly, the 200-meter individual medley and the 400-meter individual medley. In February, he narrowly missed a world record in the 200-meter backstroke.
He quickly got the attention of the corporate world, betting that he would "podium" often in Athens, as one executive put it, and eager to bask in the halo of his fame.
In addition to the Speedo endorsement, which Phelps signed in September 2001, he landed lucrative deals with Visa, the credit card giant, in 2002; Argent, an Irvine, Calif.-based mortgage company in 2003; and this year with AT&T Wireless and PowerBar, the energy food company.
Phelps has been as conscientious with his commercial obligations as he has been with his training in the pool. Diligent and dedicated in the water, he has been a quick study in the unfamiliar world of business, his advisers say.
"Being able to work with sponsors, Speedo, Argent and Visa . . . if you're away from home and you're with them, they're a family away from home," Phelps says. "It's like we're pretty much all in this together, the sponsors and myself . . . working to get at the top of the game and to stay at the top of the game."
In recent months, with careful orchestration, Phelps's profile has risen further.
In January, he flew to Los Angeles to film a Super Bowl TV commercial for Visa with other prospective Olympians, and posed for a Speedo photo shoot at Baltimore's Meadowbrook Aquatic and Fitness Center, where he trains. (He was cut from the Super Bowl ad, which featured female volleyball players instead.)
In February he starred at a big meet in Orlando, where he was hunted by New York fashion photographers from Vanity Fair and FHM magazine, and his picture appeared on 57 million Visa brochures that were mailed to customers.
His "Today" show appearance, followed by a Speedo swimsuit extravaganza at a Manhattan nightclub, was in March, the same month he was featured on the cover of ESPN's magazine and Chase Bank began offering a Visa credit card with his picture on it.
In April, he beat out basketball stars LeBron James and Diana Taurasi for the AAU's James E. Sullivan Award. He jetted to the Bahamas, Arizona and Miami for more commercial work, and appeared in Indianapolis with NBA legend Larry Bird to promote a meet there next fall.
In May he was in TV commercials that aired during the Kentucky Derby and the Preakness and was the main attraction when the North Baltimore Aquatic Club, with whom he trains, held its first ever fundraiser.
He has also filmed TV promos for NBC, which is broadcasting the Olympics, signed a multiyear endorsement deal with Omega, the Swiss watch firm, and has an informal arrangement with California's Vans footwear company: He wears their shoes; he gets them for free.
"Michael Phelps should not have to get a job, ever," says Josh Schwartz, of the SFX Sports Group marketing firm.
But his handlers want more.
In order to gain true commercial stardom, he must first live up to his potential in Athens, his agent, Peter Carlisle, says. Indeed, unlike any other Olympian, Phelps's commercial bonanza is speculative, says Condron, a corporate "roll of the dice."
If he lives up to his promise, he must then surmount the Olympic athlete's traditional marketing dilemma: Can he reach the masses?
"The swimming world, forget what they think," Carlisle says. "Olympic world? Really forget that." The question is: Can Phelps become known by the general public? "That's what you're after. . . . That's what you're up against."
Generally speaking, Olympic athletes have a narrow window of marketability, says Carlisle, who is based in Portland, Maine, and heads the Olympic division for the sports marketing firm of Octagon, headquartered in McLean.
The window, which comes around only with each four-year Olympic cycle, occurs during the games, and about a month or so before and after, he says.
The challenge is to expand that window. "Can you keep the . . . marketability alive beyond the window? Can you potentially enable that athlete to transcend the Olympic space altogether?"
Fast Lane Speeds Up The lights were low inside the crowded second-floor Manhattan nightclub, Pressure. People pretending to be scientists walked around in white lab coats and plastic safety glasses. The audience -- business executives, public relations people and the press -- began to take seats in the rows of white armless chairs that resembled huge marshmallows.
An ominous-sounding techno track thumped: "I am legendary, you are not; I am legendary, you are not."
Up on stage, behind opaque, illuminated screens, shadowy human figures appeared. One by one, to scattered applause, they emerged from behind the screens, four swimmers clad in what look like fish-colored leotards.
"It's truly scary how awesome they are," a female announcer said, introducing Olympic swimmers Amanda Beard, Jenny Thompson, Lenny Krayzelburg, and "oh yeah, three-time world record holder and the only male to break five world records at one single meet: phenom Michael Phelps."
The hyped-up, high-glitz, multimedia experience, designed to simulate a science fiction "aqualab," had been created to debut a bathing suit.
It was Speedo's new Fastskin FSII racing suit, the super light, super tight, super expensive garment that is supposed to increase a swimmer's speed in the water.
Speedo had brought in four of the dozens of top swimmers it sponsors to model the suit, but Phelps was the headliner. He has what the company calls its "richest swimwear sponsorship of all time," one that his agent says is probably worth between $2 million and $6 million through 2009.
Though he has never won an Olympic medal, and the other three all have, it is "the Phelps meteor," as one sports agent put it, that Speedo and many others are gambling will streak over Athens this summer.
The 76-year-old brand, whose net revenues topped $240 million last year, has been eyeing Phelps since he was 12, according to Stu Isaac, a former collegiate swimmer and coach, and the company's senior vice president of team sales and marketing.
The Los Angeles-based firm, which was born in the mind of an Australian underwear maker in 1928, tracks many young swimmers at clubs around the country. Phelps quickly stood out.
By the summer of 2001, he had gotten so good that he had a serious decision to make. He faced the prospect of earning big time endorsement money. But if he did, he would have to forego swimming in college, where professional athletes may not compete, and lose the athletic scholarship he was almost certain to get.
The majority of top high school swimmers choose college, Isaac says, and it is a rare few whose prospects are good enough to make it worthwhile to turn pro beforehand.
In Phelps's case, the decision was made easier when Speedo agreed to pay his future college tuition, along with endorsement money. The initial contract went out to 2005. Last fall it was extended to 2009 -- sweetened with the $1 million seven-gold-medal Spitz challenge.
That idea, Isaac says, originated with Carlisle, Phelps's agent.
"It's created a huge buzz," says Evan B. Morgenstein, president of Premier Management Group, which represents a host of other top-flight swimmers. "Speedo's the big winner; we'll see if Michael is."
It was also touted as "inventive and memorable advertising" in the annual report of Speedo's parent company, the apparel giant, Warnaco Group.
"The bonus has been worth every bit of it, even if he's not able to achieve that very, very difficult goal," Isaac says. "Because it really raised the profile of swimming, and Michael Phelps in particular, in the public's eye."
It's also been good for Speedo. "No doubt about it. A lot of people wouldn't have written about our sponsorship deal with Michael if it wasn't for that bonus clause."
An Ever-Expanding 'Team' Just before 8 on a rainy night in April, the crowd in the glittering New York Athletic Club, just off Central Park, began to drift from the 9th-floor Card Room to the carpeted lounge next door.
The occasion was the announcement of the winner of the 74th annual Sullivan Award for athletic achievement in the previous year.
One of the most venerable honors in sports, it has been awarded by the Amateur Athletic Union since 1930. Athletes such as Peyton Manning, Carl Lewis and Spitz have won in the past.
The award bills itself as "honoring America's top amateur athlete." But big-name amateurs can be hard to find these days. And the AAU recently started accepting the nominations of some athletes who are not amateurs, according to an AAU spokesman.
This year Phelps was one of the five finalists, along with basketball stars James and Taurasi, masters track star Philippa Raschker, and speed skater Apolo Anton Ohno.
There was excitement in the room because James and Taurasi had failed to show, and were presumed to be out of the running.
Phelps, who was present with his mother, one of his sisters, his father, his coach and his agent, joined the rest of the migration to the lounge, and then, bathed in a spotlight, was summoned to the stage with Ohno and Raschker.
Film clips of the finalists' achievements were shown, a few speeches were made, and a female emcee opened the award envelope. "The recipient of the 2003 AAU Sullivan Award," she said, "is Michael Phelps."
The room burst into whoops and applause. Phelps's family and coach beamed from the audience. He smiled and waved, and then took to the podium.
"Standing in front of you guys tonight, receiving this award is definitely an honor," he said. "Being in a group with athletes who I'm here with today is an amazing accomplishment within itself."
He said he wanted to thank all those who had made this possible. He would later express his gratitude to his parents, sister, coach, agent and friends.
But the first to get his thanks that night, as he stood in the hallowed temple to sports, was "the team that I've been working with:
"Speedo, Visa, Argent.
"They've been a big help to allow me to get to this point today."
'Co-Branding Action' The two PowerBar photographers, along with a company representative, had been waiting all morning by the concrete diving tower at the George F. Haines International Swim Center in Santa Clara, Calif., for time with Michael Phelps.
They had their camera gear. They had a pile of gray sweat shirts and black baseball caps emblazoned with the brown and yellow PowerBar logo. And they had a good spot for photographs. All they needed was Phelps.
But these days everyone wants time with Michael Phelps, and on this Sunday in May he was in the middle of an arduous morning of preliminary races in an annual Santa Clara meet, where he was the main celebrity.
Phelps had three races that morning, and three that evening. And he was leaving for Colorado the next day for more training. His time was limited.
Finally, with the morning session ending, his agent's assistant approached the worried-looking photographers. "Okay," she said, "we're going to do it now." But they would have only five minutes. "Literally, five minutes. Do you have anything you want him to wear?"
They did. "We'll do sweatshirt, hat, and I want one with his hat on backwards," said Natalie Santos Ferguson, the PowerBar rep. She had gotten Phelps's red and blue "MP" logo sewn on the back of one of the hats. "A little co-branding action," she said.
After his last race, which he won, Phelps walked over wearing a white T-shirt with the Visa logo on it. That kind of co-branding was okay, Ferguson had explained, because PowerBar wasn't a credit card company. Plus, the sweatshirt would cover the T-shirt.
Phelps stood on the concrete foundation, while the photographers worked, ordering him to strike this pose or that. At one point, he raised his arms, which lifted his shirt, exposing the waistband of his underwear. "If you could push your Calvin Kleins in a little bit," one of the photographers said. "We don't want too much co-branding."
"Two minutes, guys," someone called out. "Actually, a minute and a half."
The final shots would be Phelps in swimming goggles. He started to put on a pair, but stopped. "Time out," he said. "Gotta get the other goggles." He jogged off to the bleachers and was back in moment. He pulled on the new goggles, which looked shiny and sleek, and had clearly etched in the side the word, "Speedo."
Time was now almost up.
"Just one, just one," said Phelps's agent, Carlisle, who was watching.
"We really got to run."
Hottest Olympian Identified! And She Has a Calendar!
Leryn Franco is just your run-of-the-mill javelin thrower/pageant queen/model with her own calendar. But during the Beijing Olympics the 26-year old Paraguayan became so much more to the American people; she became our javelin thrower/pageant queen/model with her own calendar. So, my fellow Americans, it is with a heavy heart that I regret to inform you that our favorite Paraguayan athlete (sorry Jose Luis Chilavert) was eliminated from the Olympics on Tuesday after failing to qualify for the javelin finals. Take all the time you need.The Price of The Gold Medal
Not a true endorsement/marketing piece of news, but interesting anyway:
The price of the gold medal
Olympic gold medals contain only about 0.19 ounces of gold, used to coat a silver disc underneath. That means that at gold's current price of $803 an ounce, Michael Phleps could sell his eight gold medals for about $1,728 in scrap metal. But of course, the medals are worth more than their face value. In 2004, for example, Polish swimmer Otylia Jedrzejczak sold her gold medal at auction for $82,599. And since then, gold prices have more than doubled. "I wish these hard-working athletes got 'the real thing'," said analyst Jon Nadler at Kitco Bullion Dealers. "But the medals are worth more than their weight in gold anyway." (MarketWatch)
The price of the gold medal
Olympic gold medals contain only about 0.19 ounces of gold, used to coat a silver disc underneath. That means that at gold's current price of $803 an ounce, Michael Phleps could sell his eight gold medals for about $1,728 in scrap metal. But of course, the medals are worth more than their face value. In 2004, for example, Polish swimmer Otylia Jedrzejczak sold her gold medal at auction for $82,599. And since then, gold prices have more than doubled. "I wish these hard-working athletes got 'the real thing'," said analyst Jon Nadler at Kitco Bullion Dealers. "But the medals are worth more than their weight in gold anyway." (MarketWatch)
Tuesday, August 19, 2008
Shower With Brad Pitt? Now You Can
This October, you will be able to shower with a Brad Pitt endorsed product.
That's when Kiehl's Aloe Vera Biodegradable Liquid Body Cleanser will hit the shelves.
100 % of the proceeds (I assume this means revenues and NOT profits) will go to the newly launched JPF Eco Systems, a nonprofit started by Pitt and Kiehl's to "minimize impact on the environment through thoughtful design."
The first beneficiary of the deal will be Pitt's own Make It Right organization, which he started last year to fund building rebuilding projects in New Orleans.
"Brad is not a face, he's a partner," Roberta Weiss, Kiehl's senior VP of global marketing, told WWD.com. "We shared a vision, to support this new way of thinking—being more eco-intelligent."
http://news.yahoo.com/s/eonline/20080818/en_celeb_eo/24367
That's when Kiehl's Aloe Vera Biodegradable Liquid Body Cleanser will hit the shelves.
100 % of the proceeds (I assume this means revenues and NOT profits) will go to the newly launched JPF Eco Systems, a nonprofit started by Pitt and Kiehl's to "minimize impact on the environment through thoughtful design."
The first beneficiary of the deal will be Pitt's own Make It Right organization, which he started last year to fund building rebuilding projects in New Orleans.
"Brad is not a face, he's a partner," Roberta Weiss, Kiehl's senior VP of global marketing, told WWD.com. "We shared a vision, to support this new way of thinking—being more eco-intelligent."
http://news.yahoo.com/s/eonline/20080818/en_celeb_eo/24367
Favre's Marketing Now That He Is In NYC
Adweek provides a general overview of Favre's current endorsement portfolion and the potential for expansion now that he is with Gang Green in NYC
Favre earned about $7 million in endorsements last year, according to industry analysts. That figure should move closer to $10 million as his career with the Jets gets under way. He could even threaten the $13 million taken in by Peyton Manning, quarterback with the Indianapolis Colts, who led all NFL players in endorsements last season, according to Fortune magazine, before the end of the season. A recent survey from research firm Marketing Evaluations/TvQ, Manhasset, N.Y., showed that Favre was fourth behind Michael Jordan, Tiger Woods and Nolan Ryan as the most recognizable and well-liked American athletes. He was Sports Illustrated's "Sportsman of the Year" in 2007. And he is on the cover of the new EA Sports Madden NFL 09 videogame, albeit in a Packers uniform. Favre's life-size wall-image from Fathead is one of the brand's top-selling items, according to the Livonia, Mich.-based company. Favre's current endorsement deals include Wrangler Jeans and Snapper lawnmowers; he has endorsed Priolsec and MasterCard. And as uniforms go, Favre's No. 4 Green Bay jersey is among the all-time bestsellers, according to the NFL, so sales of Jets jerseys are expected to be in high demand. His agent is James "Bus" Cook, B.C. Sports, Hattiesburg, Miss.
http://www.adweek.com/aw/content_display/news/client/e3idb3a085b28cc411644061473e49c9b17
Favre earned about $7 million in endorsements last year, according to industry analysts. That figure should move closer to $10 million as his career with the Jets gets under way. He could even threaten the $13 million taken in by Peyton Manning, quarterback with the Indianapolis Colts, who led all NFL players in endorsements last season, according to Fortune magazine, before the end of the season. A recent survey from research firm Marketing Evaluations/TvQ, Manhasset, N.Y., showed that Favre was fourth behind Michael Jordan, Tiger Woods and Nolan Ryan as the most recognizable and well-liked American athletes. He was Sports Illustrated's "Sportsman of the Year" in 2007. And he is on the cover of the new EA Sports Madden NFL 09 videogame, albeit in a Packers uniform. Favre's life-size wall-image from Fathead is one of the brand's top-selling items, according to the Livonia, Mich.-based company. Favre's current endorsement deals include Wrangler Jeans and Snapper lawnmowers; he has endorsed Priolsec and MasterCard. And as uniforms go, Favre's No. 4 Green Bay jersey is among the all-time bestsellers, according to the NFL, so sales of Jets jerseys are expected to be in high demand. His agent is James "Bus" Cook, B.C. Sports, Hattiesburg, Miss.
http://www.adweek.com/aw/content_display/news/client/e3idb3a085b28cc411644061473e49c9b17
Monday, August 18, 2008
Phelps' 8 Golds Worth $100 Million
$100 million - that is the number being thrown around by Phelps' reps and it may be hard to dispute.
http://biz.yahoo.com/ap/080818/oly_phelps_advertising.html
http://biz.yahoo.com/ap/080818/oly_phelps_advertising.html
Vitaminwater's New "Teambuilding" Campaign
Perhaps no brand today utilizes and activates its celebrity endorser portfolio better than Vitaminwater.
In its new "Teambuilding" campaign, they feature five NBA Olympians - Kobe Bryant, Chris Paul, Deron Williams, Dwight Howard and LeBron James.
A+ for getting some super sized egos to share the spotlight.
http://vitaminwater.com/teambuilding/
Dealmakers:
Kobe - Rob Pelinka
LeBron - LMMR
Dwight Howard - Aaron Goodwin
Chris Paul - Octagon
Deron Williams - ?
In its new "Teambuilding" campaign, they feature five NBA Olympians - Kobe Bryant, Chris Paul, Deron Williams, Dwight Howard and LeBron James.
A+ for getting some super sized egos to share the spotlight.
http://vitaminwater.com/teambuilding/
Dealmakers:
Kobe - Rob Pelinka
LeBron - LMMR
Dwight Howard - Aaron Goodwin
Chris Paul - Octagon
Deron Williams - ?
Beginners Course in Olympic Athlete Marketing
A decent general overivew of olympic athlete marketing in LA Times
http://www.latimes.com/business/custom/admark/la-fi-nuolymarket16-2008aug16,0,702703.story
Recognizability of past olympians is best described/analyzed here:
Consider the divergent post-Olympics sports marketing careers of the first two American women to win the all-around gymnastics gold.It's been 24 years since Mary Lou Retton's golden moment at the 1984 Los Angeles Games, yet 75% of Americans still recognize her name, according to Davie Brown Talent, a division of Marketing Arm, a Dallas-based promotions agency. In contrast, only 10% recognize Carly Patterson, who won the all-around gold in 2004 at Athens.
http://www.latimes.com/business/custom/admark/la-fi-nuolymarket16-2008aug16,0,702703.story
Recognizability of past olympians is best described/analyzed here:
Consider the divergent post-Olympics sports marketing careers of the first two American women to win the all-around gymnastics gold.It's been 24 years since Mary Lou Retton's golden moment at the 1984 Los Angeles Games, yet 75% of Americans still recognize her name, according to Davie Brown Talent, a division of Marketing Arm, a Dallas-based promotions agency. In contrast, only 10% recognize Carly Patterson, who won the all-around gold in 2004 at Athens.
50 Cent Worth More Than $150 Million as Endorser
A nice Forbes Magazine profile of 50 Cent as businessman and celebrity endorser.
His $100 million haul from his Vitamin Water deal has to go down as one of the Top 5 single best celebrity endorsement deals in history.
Business Manager: Barry Williams
http://www.forbes.com/2008/08/15/music-50cent-hiphop-biz-media-cz_zog_0818fifty.html?partner=yahootix
His $100 million haul from his Vitamin Water deal has to go down as one of the Top 5 single best celebrity endorsement deals in history.
Business Manager: Barry Williams
http://www.forbes.com/2008/08/15/music-50cent-hiphop-biz-media-cz_zog_0818fifty.html?partner=yahootix
Sunday, August 17, 2008
Shannon Miller + Claritin: Even Lesser Known Former Olympians Can Score Commercial Gold
Master of the obvious here - The power of Olympian celebrity is most pronounced leading up to and during the Olympics.
Perhaps no better example is the national commercial partnership between Shannon Miller and Claritin:
http://www.youtube.com/watch?v=VlNBfbVL35c
Yes, she is a medalist many times over, but her notoriety and marketing appeal is significantly lower than other past Olympic gymnasts including but probably not limited to Mary Lou Retton, Kerri Strug and Dominique Dawes.
Best Guesstimate on Compensation (assumes a comprehensive deal with with appearances and perhaps speaking engagements for Claritin) - $150,000 per year
Dealmakers:
Athlete Rep: Sheryl Shade
Company:
Perhaps no better example is the national commercial partnership between Shannon Miller and Claritin:
http://www.youtube.com/watch?v=VlNBfbVL35c
Yes, she is a medalist many times over, but her notoriety and marketing appeal is significantly lower than other past Olympic gymnasts including but probably not limited to Mary Lou Retton, Kerri Strug and Dominique Dawes.
Best Guesstimate on Compensation (assumes a comprehensive deal with with appearances and perhaps speaking engagements for Claritin) - $150,000 per year
Dealmakers:
Athlete Rep: Sheryl Shade
Company:
Average NHL Goalie Scores with Funny Amp TV Commercial
Funny script and high production value and come together in this funny Amp commercial featuring NHL Buffalo Sabres' Goalie Ryan Miller.
http://www.youtube.com/watch?v=3Sg8-TMrWJM
Guesstimate on compensation for Ryan Miller: $25,000 to $50,000 depending on scope of deal (are there appearances, other production days, etc..)
Most likely a regional/Buffalo only spot.
Dealmakers:
Talent Rep:
http://www.youtube.com/watch?v=3Sg8-TMrWJM
Guesstimate on compensation for Ryan Miller: $25,000 to $50,000 depending on scope of deal (are there appearances, other production days, etc..)
Most likely a regional/Buffalo only spot.
Dealmakers:
Talent Rep:
Michael Phelps Marketing Synopsis
A nice compilation of video + some analyis of Michael Phelps' current marketing deals and future potential.
http://www.reuters.com/news/video?videoId=89092&videoChannel=5
Current total is estimated at $5 million per year, and with his record setting performance in Beijing there is potential to double that.
The largest obstacle to achieve Tiger like portfolio of endorsements is size of the sport itself and the Olympics 4 year cycle.
Current Deals: Speedo, Visa, AT&T, Rosetta Stone, Kelloggs, Omega
Marketing Agent: Peter Carlisle, Octagon
Washington Post article on Octagon and Phelps:
http://www.washingtonpost.com/wp-dyn/content/article/2008/08/17/AR2008081702026.html
http://www.reuters.com/news/video?videoId=89092&videoChannel=5
Current total is estimated at $5 million per year, and with his record setting performance in Beijing there is potential to double that.
The largest obstacle to achieve Tiger like portfolio of endorsements is size of the sport itself and the Olympics 4 year cycle.
Current Deals: Speedo, Visa, AT&T, Rosetta Stone, Kelloggs, Omega
Marketing Agent: Peter Carlisle, Octagon
Washington Post article on Octagon and Phelps:
http://www.washingtonpost.com/wp-dyn/content/article/2008/08/17/AR2008081702026.html
Thursday, August 14, 2008
The Perfect Deal - Baseball (Quasi) Star Shoots Commercial with Supermodel!
Talk about the perfect endorsement deal! It really doesn't get any better than this. Ryan Braun, a rising (quasi) star with the Milwaukee Brewers (yes, the Brewers), recently filmed a national Remington Razor commercial spot with supermodel and SI swimsuit covergirl Marisa Miller.
Braun is now doubt forever indebted to his agent (Nez Baleo?) if he secured this deal for Braun.
http://www.jsonline.com/story/index.aspx?id=781359
Braun is now doubt forever indebted to his agent (Nez Baleo?) if he secured this deal for Braun.
http://www.jsonline.com/story/index.aspx?id=781359
Tuesday, August 12, 2008
Spike Lee Hooks Up With Nokia
Canon has Ashton, so Nokia hooks up with Spike Lee. This endorsement deal is also being billed as a "short film" project. The short film will be created from material contributed by consumers at www.nokiaproductions.com
Spike decides what material gets included in the final 9 to 12 minute film that will be show at the Club Nokia Auditorium in Los Angeles.
The deal will help Nokia "connect with consumers" as well as raise brand awareness, says Craig Coffey, VP of Marketing for North America.
Interesting blend of traditional endorsement elements with the "webisode" + customer participation feel.
Best guess on dollars for Spike: $2 million per year + all the product he wants
Spike decides what material gets included in the final 9 to 12 minute film that will be show at the Club Nokia Auditorium in Los Angeles.
The deal will help Nokia "connect with consumers" as well as raise brand awareness, says Craig Coffey, VP of Marketing for North America.
Interesting blend of traditional endorsement elements with the "webisode" + customer participation feel.
Best guess on dollars for Spike: $2 million per year + all the product he wants
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