By Barry Janoff
January 12, 2017: Tom Brady wears Under Armor Sleepwear TB12 and sleeps on a Simmons’ Beautyreast Black mattress, and he apparently will get to show them off in a new spot for Intel, scheduled to air during Super Bowl LI, that is part of a larger push for the company’s 360 replay technology.
The 30-second ad, "Brady Everyday," follows Brady through a typical "mundane" day (perhaps because his wife, actress/model Gisele Bündchen, is nowhere to be found) that includes waking up, brushing his teeth, making pancakes and playing with his dog.
What adds to the entertainment is Intel’s 360 replay technology, which will be used during the Fox broadcast of the Big Game on Feb. 5. For each of his dull chores, we get to see Brady full circle, a foreshadowing of what we will see with much more action during the Super Bowl.
Intel said the platform would also enable viewers to experience the game from the player’s point of view as if they were on the field via "Be the Player."
This media buy, along with other spots with Brady, ensures that he will play during the Super Bowl, whether or not his New England Patriots make it to NRG Stadium in Houston.
"For the first time, a company is airing an advertisement during the Super Bowl that is actually part of the broadcast and part of the game itself, a true example of innovative marketing," Steve Fund, sip and CMO for Intel, said in a statement. "As a brand, Intel competes in a performance category, so Tom Brady is the perfect partner for us; he exemplifies high performance and is one of the best quarterbacks of all time."
Fox is asking for upward of $5 million for a 30-second Super Bowl LI spot, according to industry analysts. But in this case, there likely are substantial rewards for also being an in-game player.
Intel said it is working with Brady to create an Intel 360 user-generated video. People who want to participate can can visit a dedicated Web site to create their own frame of the star to add to a user-generated video. The best images created of Brady will then be aggregated in a gallery available online for sharing and exploration.
Intel said the effort would culminate with the release of the spot during the Super Bowl.
According to the company, "Intel 360 replay technology allows broadcasters to pause key moments in the game and view the action in 3D from any angle. Intel’s 360-degree replay technology uses advanced computing and high-definition cameras to create enhanced replays and highlights."
Intel said that for the Super Bowl, 38 cameras were installed in Houston throughout the NRG Stadium. Each clip that will air is "only 15-30 seconds long and is around 1TB of data."
Intel said that "Be the Player" uses Intel 360 replay technology to "freeze a moment in the game and see the field from the player’s standpoint. The technology can bring a viewer onto the field from the quarterback’s position to see what it’s like to catch the snap, see the options and feel the pressure of the line rushing toward them.
"Commentators can share a new level of insight into the game time decisions players have to make, as well as give an entirely new perspective to fans," according to Intel.
“We are building the foundation to take sports and technology to new heights with solutions that will allow fans to experience the game like never before, all in a personalized way,” James Carwana, general manager for Intel Sports Group, said in a statement.
"For the first time, a company is airing an ad during the Super Bowl that is actually part of the broadcast and part of the game itself."
"Intel’s technology in the biggest football game of the year is one example of how we are driving a new wave of powerful technologies that will transform sports for athletes, teams, fans, coaches and even broadcasters," said Carwana.
As the spot follows Brady through his routine, a voiceover offers, "Intel 360 replay makes anything look epic. Literally anything. Wait until you see it in the game (Super Bowl)."
As Brady heads to the bathroom, he closes the door and says, "Enough. they get it." (See the full spot here.)
According to Brady, "There is nothing like the experience of being on the field in the center of the action in the biggest game of the year and now Intel technology is making it possible for fans to experience the action like never before. I’m excited for the potential of this incredibly unique 360 replay technology to transform the viewing experience for sports fans."