Super Bowl ads: Super model Adriana Lima in demand

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Super model Adriana Lima might be appearing in Sunday’s Super Bowl more frequently than the punters for the New England Patriots and New York Giants.

The Brazilian beauty and Victoria’s Secret model trends high on social media sites, making her a dream get for advertisers. In car company Kia’s 60-second Super Bowl spot, a scantily clad Lima appears alongside a race track, the Irwindale Speedway, waving a checkered flag.

But Los Angeles-based online flower service Teleflora, which is making its fourth appearance in the Super Bowl with its commercial, wanted to depict Lima in a dramatically different light.

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‘We wanted to speak to the male audience, but we also wanted to have appeal to the female audience, so we went with elegance and beauty,’ said Laurie McCartney, chief marketing officer for Teleflora. ‘It’s a fine balance to achieve both of those goals.’

Teleflora, a private company with more than 15,000 member florists throughout the U.S. and Canada, is using its 30-second spot to get on the radar screens of the millions of men in the television audience who probably haven’t given a thought to Valentine’s Day. The commercial, directed by Anders Hallberg of B-Reel Films, is scheduled to run in the game’s second quarter.

‘The Super Bowl is a great brand vehicle, and it’s just before one of our biggest holidays, Valentine’s Day,’ McCartney said. ‘We’re trying to feature an ad that really ties into the male mind-set.’

The commercial called ‘Give’ was created by Fire Station, Teleflora’s in-house advertising agency, which also does the creative work for sister companies Pom Wonderful and Wonderful Pistachios and Almonds. The companies are co-owned by Lynda Resnick, vice chair of parent company Roll Global.

McCartney said she bounced the selection of Lima off her focus group at home.

‘I asked my 13-year-old son if he had ever heard of her -- and he had,’ McCartney said. ‘He’s very excited about the ad; we all are.’


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-- Meg James