January 28, 2010: Consumer electronics company Vizio will officially unveil its new spokesperson, singer/actress Beyoncé Knowles-Carter, in a 60-second spot during Super Bowl XLIV.
The spot is scheduled to air during the fourth quarter of the game on CBS. Vizio said the commercial is part of its broader Super Bowl activation, which also will include exclusive HD sponsorship of the pre-game show, The Super Bowl Today Presented by Vizio, two additional 30-second spots that will air during the pre-game show and opening and closing billboards. In addition, there will be Vizio branding on the set and broadcast desk and Vizio HDTVs "incorporated into the set design and providing background visuals."
This is the second year Vizio has had a presence during the Super Bowl broadcast. The company aired a brand spot during Super Bowl XLIII that touted a promotion to give away $1 million worth of TVs.
This also will be the second Super Bowl appearance for Beyoncé, who sang the National Anthem at Super Bowl XXXVIII in Houston in 2004.
The company did not release details of the creative except to say that it was directed by Wally Pfister, a three-time Academy Award nominee for cinematography for his work on The Dark Knight, Batman Begins and The Prestige. Lead agency is Venables, Bell & Partners, San Francisco.
The deal with Beyoncé, which was unveiled at the CES Show in Las Vegas earlier this month, also includes upcoming print, Internet, product packaging, promotions and POP materials. In addition, she will "collaborate on the development of future products," according to the Irvine, Calif.-based company. Beyoncé also is featured in a current campaign from Nintendo.
Vizio's previous spokesperson was LaDanian Tomlinson, running back for the NFL's San Diego Chargers.
"Our new partnership with Beyoncé, along with this substantial presence during CBS's Super Bowl broadcast, demonstrate that Vizio isn't about to take its foot off the throttle," Laynie Newsome, Vizio co-founder and vp-sales and marketing, said in a statement. "We may be the No. 1 LCD HDTV company in America [according to iSuppli Corp. Q4 2009 "U.S. TV Market Tracker"] but we continue to operate with the same passion and 'challenger mindset' that has always driven us."
This year, Vizio's new products will include an XVT Pro HDTV Series featuring 3D support and built-in HD wireless content access.
According to Beyoncé, whose husband is musican/businessman Shawn Carter, aka Jay-Z, “What I love about Vizio is how committed they have been to customers and their focus on delivering tremendous performance at a great value. As a performer, I can relate to that, because my fans spend their hard-earned money to see me perform, and I give everything I can to make sure I exceed their expectations. I’m excited to be associated with such a successful company.”