Monday
Feb042013

Post-Super Bowl Ad Blitz Hits: Disney World, Jell-O Pudding, Milk Mustache

By Barry Janoff

February 4, 2013: Now that the buzz regarding Super Bowl XLVII commercials is over, it's time to talk about the buzz regarding post-Super Bowl advertising.

Which begins with Super Bowl MVP Joe Flacco, quarterback for the Baltimore Ravens, going to the Magic Kingdom, Kraft's Jell-O Pudding going to San Francisco and Ravens' running back Ray Rice looking for a repeat, but not before drinking some milk.

Flacco carried on a tradition, which began with Phil Simms in 1987, when he paused for a moment while confetti was streaming down inside the Mercedes-Benz Superdome to respond to the question, "Joe Flacco, now that you've been named MVP of Super Bowl XLVII, what are you going to do next?"

And, as prearranged with both teams prior to kickoff to cover all MVP possibilities, Flacco stops, smiles and says, "I'm going to Disney World."

A parade was scheduled for today in which Flacco and his family would participate.

The "What's Next" campaign began at Super Bowl XXI in 1987 when Phil Simms was named MVP after quarterbacking the New York Giants to a victory over the Denver Broncos. Flacco follows in the recent quarterback footsteps of Eli Manning (Super Bowls XLII and XLVI), Aaron Rodgers (Super Bowl XLV) and Drew Brees (Super Bowl XLIV).

Jell-O Pudding popped up with a condolence ad for the losing San Francisco 49ers, offering free puddings at locations throughout the city on Tuesday.

The alliance is organic. Kraft parent company has naming rights to Kraft Fight Hunger Bowl played at AT&T Park in San Francisco, and the game will to move to the new Santa Clara Stadium, which will be home to the 49ers beginning in 2014.

"Congratulations, San Francisco. You might not be getting a trophy, but you will be getting a cup," a Jell-O spokesperson chimes in the commercials. "Of Jell-O pudding. Because nothing masks the bitter taste of defeat like the sweet taste of Jell-O. That's why we'll be in your city on Tuesday with free pudding."

Amidst a banner proclaiming No. 2, a marching band that includes a mini-version of the Golden Gate Bridge and cheerleaders dressed in 49ers colors, the spokesperson says, "Who's the big winner now, Baltimore?" (See the full spot here.)

Jell-O, which claims to be "funning up the runner-up," has a dedicated Wed site with a map showing the five "pudding drop" sites: Sutter & Sansome (7-9 AM), BART-Main Library (7:30-9 AM), Chinatown Gate (9:30-11 AM), Broadway & Columbus (12:30 PM), Lombard Street (12:30 PM -2 PM).

The Web site also offers a token for fans of the 49ers who can't participate in the pudding give-away, a "Baltimore Blocker:"

According to the company, "Wouldn't it be awesome if you could remove all mention of Baltimore's victory from the entire Internet, for as long as you want? We thought so, too. So we made you a simpler Chrome extension that, once installed, will replace all words and images related to Baltimore with things you'd much rather see. Like puppies.

Baltimore running back Ray Rice starred today in a solo print ad for "Got Milk?" It was the 17th such post-Super Bowl national ad, according to the Milk Processor Education Program, which ran it's first in-game Super Bowl spot on Sunday (featuring The Rock). Rice and San Francisco 49ers quarterback Colin Kaepernick shared a pre-game print ad.

According to the Rice ad, "Now that it's over, there's only one thing I want to do. Repeat. But next season, every other team will be chasing us. So I 'Fuel Up to Play 60' with the protein in milk. This morning and every morning. That's worth repeating."

The campaign is being run in conjunction with the NFL's Fuel Up to Play 60 program. In addition, now through Feb. 17, milk consumers can vote to help direct a $1,000 Fuel Up to Play 60 grant to a local school. Prizes also include a trip to Super Bowl XLVIII, a $200 gift card to NFLShop.com and free milk for a year. (Full details here.)

Among others, NFLShop.com and the Ravens' Web Site are offering championship gear, and Steiner Sports has Super Bowl XLVII Ravens championship collection.

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