Agency runs trick play with Super Bowl spot

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NBC has given permission for an advertising agency to purchase a 30-second commercial spot during the Super Bowl to be carved up by a wide range of marketers.

The Los Angeles-based agency, Cesario Migliozzi, intends on paying the going rate, $3 million, and cutting a commercial that pushes eight products simultaneously, guaranteeing marketers that each of their logos will appear onscreen the entire 30 seconds.

The scheme would mark the first time a cooperative spot is used during the Super Bowl.

First, though, Cesario Migliozzi must find eight marketers willing to shell out $395,000 apiece to share a 30-second ad during the Super Bowl, which last year attracted 98 million U.S. viewers.

NBC has more than a half-dozen 30-second spots left to sell for the Feb. 1 game. Cesario Migliozzi says it must ink a deal with eight marketers by Jan. 6 to secure a spot and cut a buzzworthy commercial.

"It might involve tap-dancing gals and an accordion player, but we're not revealing the exact creative," partner Michael Migliozzi said.

It's the sign of tough economic times, he said, that so many have expressed interest in the plan and that NBC has given it a green light.

Among those pitched so far are Virgin Mobile, Hard Rock Cafe, Facebook and JetBlue. They're also hitting up some auto advertisers now that troubled General Motors has pulled out of the Feb. 1 Super Bowl.

Advertisers are guaranteed category exclusivity within the spot, dubbed Super Bowl Glory. The agency will spend $160,000 to produce the commercial.

The agency will keep the commercial online for a year at SuperBowlGlory.com and will produce an online-only cut with outtakes and such that it expects will be a viral Internet hit.

Migliozzi said if they line up eight marketers for the first 30-second spot ahead of schedule, they might buy additional spots.

Cesario Migliozzi was founded last year and has garnered attention for creating a campaign that uses the devil to promote a Christian cable channel in New York. That campaign includes the Web site StopGoodTV.com. (partialdiff)
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