From Mean Joe Greene to Michael Jordan, athletes have always played a starring role in Super Bowl TV commercials.
Like movie stars or celebrities, famous athletes can instantly raise awareness if the ad is relevant, according to Tom Carroll, the former CEO of TBWA turned global marketing consultant. But marketers have to be careful they're not just raising awareness of the athlete instead of their brand or product.
"Michael Jordan for Gatorade? Now that was relevant," Carroll said. "But to just have an athlete in your commercial? it would be like having Mike Tyson for Oil of Olay. What's the point?"
As Carroll points out, famous faces don't necessarily translate into effective advertising or increased sales. Roughly one-third of all Super Bowl ads since 2010 have featured celebrities. But on average, celebrity ads actually score worse than non-celebrity ads.
We've identified seven current and former athletes who'll appear in 2016 Super Bowl commercials. There's likely more suiting up for the Big Game. 84 percent of consumers in a survey by Burson-Marsteller and Penn Schoen Berland said they like seeing the ads for the first time on the game telecast. So many marketers play their plans close to the vest until kickoff.
CBS is charging an estimated $4.5-$5 million per 30-second spot. Although CBS is virtually sold out of ad time, networks like to keep a few spots in their pocket so they can overcharge last-minute advertisers such as movie studios desperate to tout a new film. Without further ado, here's seven athletes you'll see in commercials during CBS' telecast of Super Bowl 50 on Feb. 7. No 7 will suprise you.
The duo will pitch Buick's new Cascada, the nameplate's first convertible in 25 years. Ad agency Leo Burnett Detroit is creating the spot featuring the New York Giants wide receiver, according to Adweek. Let's take another look at the phenomenal one-handed catch by Beckham against the Dallas Cowboys that made him a superstar:
Serena Williams
Serena Williams may have lost the final of the Australian Open to Angelique Kerber. But the tennis superstar will be the biggest name among six celebrities pitching MINI USA's biggest-ever vehicle: the new Countryman with seating for five and split rear doors. In a MINI teaser video below, Williams recalls how she used to tool around in a yellow, two-door MINI hardtop with a checkered roof. Ad agency Butler Shine Stern & Partners, Sausalito, Calif. is creating MINI's "Defy Labels" ad campaign.
Abby Wambach
The fiercely-competitive Abby Wambach has always told it like it is. She does the same in MINI USA'S Super Bowl commercial for the Countryman. The retired soccer star, who holds the all-time international scoring record for men and women, bluntly recalls some of the "labels" she had to face in her life and career. "I've been called a girl, a tomboy, a dyke, a lesbian, a butch, a bitch. Lot of them," she recalls with a laugh. "And I don't care."
Tony Hawk
When skateboarder Tony Hawk was in his 20's, critics told him to grow up and get a real job. Now he's the world's most famous skateboarder and CEO of his own sports empire.
Hawk will co-star with five other celebrities in MINI USA's "Defy Labels" Super Bowl spot for the new Countryman.
Randy Johnson
Believe it or not, former Major League Baseball pitcher Randy Johnson used to fit his 6-10 frame into a red, two-door MINI hard-top while commuting to Yankee Stadium. The Big Unit's personal experience with the brand is why MINI USA, a unit of BMW North America, recruited the five-time Cy Young award winner to co-star with five other big names in MINI's "Defy Labels" Super Bowl spot.
Hey, we can see the Beatles driving around Swinging 1960's London in Mini Coopers. But the Big Unit in Bronx? It's true, Johnson says.
Dan Marino
Former Miami Dolphins great Dan Marino will appear as an endorser on Super Bowl 50. But it won't be for longtime sponsor Weight Watchers. The 1984 NFL MVP is teaming with actor Alec Baldwin to co-star in Amazon's first-ever Super Bowl spot.
The duo will humorously pitch the Amazon Echo wireless voice command device. As a Super Bowl comedian, Marino shows he still has that quick release. As he and Baldwin brainstorm over how to create the perfect Super Bowl party, Marino keeps suggesting "cheerleaders."
Ad agency Leo Burnett, Toronto is creating the ad, according to Adweek. Take a look:
Liam Neeson
Before he became a movie star, Liam Neeson was an amateur boxer growing up in Northern Ireland. In an interview with ESPN, Neeson attributed a lot of his success to the work ethic and discipline he learned as a young boxer from ages 9 through 16. He also recalled his favorite of the many prize fights he's attended (George Foreman vs. Evander Holyfield in 1991) and getting an autograph for father Barney from Muhammad Ali.
The star of the "Taken" action movie franchise will play the "Man from the Future" in LG's first Super Bowl spot. Here's a sneak peek:
