Podcast: Bob Dorfman, Baker Street Advertising
If you want to talk advertising, there’s no one better than Bob Dorfman, the Executive Creative Director of Baker Street Partners in San Francisco. And so I did. In this podcast, we discuss the advertising futures of Drew Brees and Peyton Manning. Has the “Manning Monopoly” been broken? Bob also explains why Sean Payton is still a ways away from deals of his own. Plus, Bob dissects all the major Super Bowl commercials, dissing Megan Fox along the way.
Take a listen here:
Meet Bob Dorfman
Bob Dorfman is one of the preeminent sports advertising executives in the country. He puts out a comprehensive Scouting Report prior to every major sporting event (see SB XLIV’s below), and regularly appears on outfits such as ESPN, CNN and CNBC. For Bob’s full bio, click here.
SUPER BOWL-ING FOR DOLLARS: WHICH COLTS OR SAINTS WILL SCORE
ON MADISON AVENUE?
BOB DORFMAN, SPORTS MARKETING EXPERT
AT SAN FRANCISCO’S BAKER STREET ADVERTISING,
rates the ENDORSEMENT talent
in
The Super Bowl XLIV
Sports Marketers’ Scouting Report
Super Bowl XLIV winner’s share: $83,000. Super Bowl ring: $20,000. Bragging rights for a lifetime: Priceless.
But the real rewards? The seven-figure endorsement deals,
lucrative speaking engagements, appearance fees and other off-the-field opportunities that can follow Super Bowl success.
Yet with the economy still iffy, and the Tiger Woods scandal still fresh in marketers’ minds, it’s going to take an MVP-caliber performance in this Super Bowl—along with a charismatic personality, impeccably clean image and continued success—to
score on Madison Avenue. Not to mention a contract loaded with morals clauses.
Which Indianapolis or New Orleans players, if any, have the right moves to move product? Here’s how this expert ranks the endorsement talent:
TOUCHDOWN:
Peyton Manning. Simply the funniest jock endorser ever. And one of the most successful, earning $13M annually from deals with blue chip advertisers like Sony, MasterCard, Gatorade, DirecTV and Oreo. Few athletes, if any, can match Manning’s acting chops, mainstream appeal and believability. Affable and accessible on camera, his “just-one-of-the-guys” personality attracts a broad demographic, and his goofy charm and willingness to make fun of himself work especially well in comedic spots. Brother Eli and dad Archie only add to his marketability. Another Super Bowl ring on Peyton’s finger is probably worth another $3M in annual ad deals—and he’s the overwhelming favorite to “go to Disney World,” appear on Wheaties boxes, and dominate the talk show circuit. And though Manning is spread pretty thin, marketing-wise, he still has room on his roster for a fast-food chain or automotive client. How about Peyton running a Longest Yard play on a blitzing Jack In The Box, nailing him in the groin with a point-blank bullet pass? Or driving his Escalade in an ad headlined: “Where Peyton does his finest passing.” If you’re interested in Manning, make sure you’ve got at least a million to spend, and make sure he’s got the time for your brand.
FIELD GOAL:
Drew Brees. Brees has the most marketing potential of any Super Bowl XLIV player, and a win in Miami could vault him into the upper echelon of athlete endorsers. His leadership and charitable work have made him a hero in New Orleans, and his future as a regional pitchman is secure. National deals will follow with a big game on Super Sunday; another strong season in 2010 will also help. Brees is articulate, comfortable on camera, a genuinely nice guy, better looking than Peyton, and his cheek birthmark adds a distinctive touch. Probably the only jock to ever land a diaper endorsement, Brees is currently starring in an online video for Pampers, and as the father of a toddler could also qualify for deals with Gerber or Fisher-Price. He’s also in the running for the cover of EA Sports’ “Madden NFL 11” videogame. How about a commercial showing Brees diagramming plays on Apple’s new iPad? Or a Bank of America ad headlined “Breesus Saves.” If you can’t afford Peyton dollars, see Brees.
Reggie Bush. The most explosive endorser in NFL history, Bush inked $5M in deals as a rookie in 2006—before ever playing a down with the Saints. And a sizable portion of his earnings has gone toward Hurricane Katrina relief. But Bush has been less than explosive on the field for the Saints, only showing occasional flashes of his Heisman-winning brilliance. Still, he’s one of the league’s best-known personalities, handsome, charismatic and oozing with hipness—and having Kim Kardashian as a girlfriend certainly doesn’t hurt, either. With some game-breaking plays in Miami, Bush could help re-establish his marketing muscle, especially for products built for speed or agility, or any that play off his sex appeal. And given Kim’s recent revelation that Reggie loves to vacuum, he might consider a deal with Dyson or Hoover.
EXTRA POINT:
Hank Baskett. Best known for his ditzy blond bombshell wife Kendra Wilkinson—former Playboy playmate, ex-girlfriend of Hugh Hefner, and reality TV star of The Girls Next Door and Kendra—who absolutely must be included in any deal you make.
Dwight Freeney. His right ankle is the most talked about body part of this Super Bowl—even overshadowing Kim Kardashian’s booty and Kendra Wilkinson’s chest. Make it the star of a new reality series, “Freeney’s Ankle,” as we follow it through rehab, doctor’s exams and game day action.
Raheem Brock. If Dwight Freeney can’t go, and backup Brock can succeed as his super sub, it might just earn him a Subway deal.
Pierre Garcon. Garcon, whose parents are Haitian, has excelled on the field in the playoffs, and has excelled off the field in raising awareness of Haiti’s plight. Good name for a McDonald’s French Fries promo, or any commercial taking place in a French restaurant.
Jeremy Shockey. Needs to do something outrageous to break through—like dating Snooki from “Jersey Shore.”
Freddy Keiaho & Jonathan Vilma. Team up Fred & Vilma for Flintstones Vitamins or a new McDonald’s Brontosaurus Burger.
Heath Miller. Since Budweiser is the exclusive beer advertiser of the Super Bowl, Heath should hit up Miller Brewing for the “ambush marketing” he’ll provide on the back of his jersey on Super Sunday.
Anthony Hargrove. Has overcome drug and alcohol addiction to make it with the Saints. Good story for an inspirational autobiography, movie or speaking tour.
Joseph Addai. Local Indy Burger King franchises might enlist Joseph in a campaign for a cheeseburger “to Addai for.”
Jermon Bushrod. Inspirational name for a Trojans ads.
Scott Fujita. Outspoken Saints linebacker calls himself “culturally Japanese,” which could lead to deals with Japan Airlines or Kikkoman.
Garrett Hartley. Dreamed he kicked a 42-yard field goal to win the NFC Championship Game, then actually kicked a 40-yarder to win it. Of possible interest to the Psychic Friends Network.
Darren Sharper. Of possible interest to Sharp electronics.
Austin Collie. Of possible interest to Purina.
Jeff Saturday. TGI Fridays. Headline: “Why Saturday prefers Fridays.”
Sean Payton. If Payton can’t find a way to stop Peyton, he could qualify for a Southwest Airlines “Wanna get away?” ad.
PUNT:
Jim Caldwell. Humble, low-key and uncontroversial. Three traits that guarantee no marketing deals for an NFL head coach.
Reggie Wayne. A Pro Bowl receiver for the Colts, but today’s receivers have to be truly outrageous (see Terrell Owens or Chad Ochocinco) to catch the attention of national advertisers.
Marques Colston. See Reggie Wayne.
Adam Vinatieri. Appearing in his sixth Super Bowl, and still no one knows him from Adam.
Pierre Thomas. Nothing short of an MVP performance in Miami will help Pierre get lucky with advertisers.
Dallas Clark. Playing for the wrong team.
Randall Gay. Networks are still too nervous about Gays in ads.
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Bob Dorfman is EVP, Executive Creative Director at San Francisco’s Baker Street Advertising, and a nationally recognized sports marketing expert whose insightful and pithy punditry has been featured on ESPN, Fox, Entertainment Tonight, CNN, CNBC and NPR, and in Sports Illustrated, Entertainment Weekly, Sporting News, The New York Times, Wall Street Journal and other major media. Since 1989, he has been writing his Sports Marketers’ Scouting Reports on the Super Bowl, World Series, NBA Finals, and the Summer and Winter Olympics.
