Trick play with Super Bowl spot

NBC allows one 30-second buy to be divided up

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

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

The scheme would mark the first time a co-operative spot is used during the Super Bowl.

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

NBC has more than half a 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 in order to secure a spot and cut an entertaining commercial.

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

It's the sign of tough economic times, said Migliozzi, 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, the Hard Rock Cafe, Facebook and jetBlue. They're also hitting up some auto advertisers now that troubled General Motors has pulled out of the 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 also keep the commercial online for a year at SuperBowlGlory.com and it 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.
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