Magazine article ADWEEK

Bidding War for Super Bowl Spot: Boone/Oakley Offers Creative Help: Two Weeks for 99 Cents

Magazine article ADWEEK

Bidding War for Super Bowl Spot: Boone/Oakley Offers Creative Help: Two Weeks for 99 Cents

Article excerpt

If you have to shell out $2.1 million to place a commercial on the Super Bowl, you might want to save a little on creative. That's where Boone/ Oakley can help. The Charlotte, N.C., agency has logged on to eBay and put up for sale two weeks' worth of "strategically sound, creatively brilliant" concepting for a Super Bowl spot.

"What have you got to lose?" the listing asks. "Nothing. Except that overpaid, underproducing set of posers that you currently call your ad agency."

Production costs, media costs and out-of-pocket are not included in the offer. But there is a guarantee: If the winning bidder actually produces and airs an ad during the big game based on Boone/Oakley's ideas and the commercial does not place among USA Today's "Top Ten Spots of the Super Bowl," the shop will retired the full bid. (The bidder may run the commercial anywhere else without a guarantee.)

It's obviously a self-promotional gimmick, but creative director David Oakley insists it's for real. …

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