Boost Mobile officials won’t say how much they’re paying to air a new 30-second commercial during a football game on February 7. But that game, which one research firm estimates costs $2.5 million to $2.8 million for a 30-second spot, is one of the most watched TV events each year.
(If you’re wondering… Boost asked me to remove the original photo with the logo on right for legal reasons. The Boost commercial is now called the “The Boost Mobile Shuffle.”)
Super Bowl XLIV will be the Irvine prepaid wireless company’s first time advertising in the game — and the first for the prepaid industry. It’s because the company had an excellent 2009 with the launch of its $50 everything-included mobile plan. That greatly helped out parent company Sprint by bringing millions of new customers to Boost.
Boost wanted to up its game, said Caralene Robinson, Boost’s director of brand marketing and communications.
“As I’m sure you can guess, the Super Bowl is always a little bit of a risk for any company and we felt that it was necessary to get into the game,” Robinson said. “We really think this is our way to expose ourselves to broader audience.”
The message? “We’re in it to win,” she said.
The commercial also has Boost’s signature irreverence — some people may remember Boost’s early commercials of senior citizens dancing to Hip Hop music. The company convinced members of 1985′s winning Chicago Bears team to parody the famous “Super Bowl Shuffle.”
Former players who show up in ad include
|Super Bowl Shuffle, 1985|
Jim McMahon, Mike Singletary, Richard Dent, Willie Gault, Otis Wilson, Steve Fuller and Maury Buford. And there’s even a special appearance by legendary coach Mike Ditka.
“The campaign is still in our ‘Unwronged’ campaign and showcases the wrongs of the industry. Visually, in a fun and amusing way, we’re showing how Boost is so right. Because it’s a parody and it’s 25 years later, some players can suit up and some can’t. I think you’ll find it very amusing and the essence of our branding,” she said.
The guy who came up with the idea is from Chicago and a Bears fan. But it wasn’t until after the brainstorming that the company realized the “Super Bowl Shuffle” turns 25 this year, Robinson said.
Three 15-second teaser commercials hit the Web on Monday at boostmobile.com/shuffle (site should work on Monday, Jan. 25, 2010) showing how some of the former football players got ready for the big reintroduction. There will also be behind-the-scenes videos, games and apps on the site.
Interestingly, another Irvine company had its first Super Bowl commercial last year: Vizio. The HDTV seller went on to become the nation’s biggest LCD TV seller and have its best year ever. Hmmm… coincidence?
An interview with former Shufflers: Shuffling down memory lane (ESPN)
More images courtesy of Boost (click to enlarge):
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