Newspaper article Pittsburgh Post-Gazette (Pittsburgh, PA)

84 Lumber, Gnc Ads Set for Kickoff Local Firms Spending Big for Super Bowl

Newspaper article Pittsburgh Post-Gazette (Pittsburgh, PA)

84 Lumber, Gnc Ads Set for Kickoff Local Firms Spending Big for Super Bowl

Article excerpt

Football fans around the country who may not have heard of 84 Lumber will have 90 seconds to get familiar with the nation's largest privately held building materials supplier, thanks to a commercial the Washington County-based company plans to air during this year's Super Bowl just before halftime.

"While the 84 Lumber name is well known within the home building industry and in Pittsburgh where it's headquartered, their brand awareness among the general public is very low," said Amy Smiley, director of marketing for 84 Lumber. "People don't realize we're a $2.5 billion company with 5,000 plus employees and 250 locations in 30 states."

Downtown-based ad agency Brunner has managed all aspects of the company's Super Bowl debut. Brunner declined to disclose details about the ad's creative content or confirm how much 84 Lumber is paying for the 90-second spot during one of the most-watched events of the year.

Industry sources report ad space for this year's Super Bowl will cost a record $5 million for a 30-second space, meaning 84 Lumber would pay an estimated $15 million to stand in the spotlight of the world's biggest stage.

"They chose the Cadillac plan because they have a Cadillac message," said Michael Brunner, chairman and CEO of the ad agency. "The opportunity to tell a story in 90 seconds is three times greater than what we would have in 30 seconds. We can be significantly more impactful in 90 seconds than 30."

Another Downtown-based company also will make its first appearance on the Super Bowl on Feb. 5.

GNC, whose headquarters is on Sixth Avenue, is purchasing a 30-second ad as part of their major marketing campaign they are calling One New GNC brand relaunch after struggling for the past three years.

The 84 Lumber Super Bowl ad will kick off aggressive expansion plans for 2017, helping the company reach its target audience of males age 20 to 29 years old. Mr. Brunner said the commercial will let everyone know the company exists and, more importantly, let everyone know the company is hiring. …

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