Firebrand press release

by Kate Brodock on 1 February 2008

Posted in: Uncategorized

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FIREBRAND LAUNCHES FIRST NATIONAL AD CAMPAIGN:
“THE ROAD TO FIREBRAND MONDAY”
WHERE ONLY THE GREATEST COMMERCIALS GET TO PLAY

All-Star Campaign includes the Caveman, the St. Pauli Girl, the Crash Test Dummy,
Mr. Peanut, Bob’s Big Boy and Mr. Clean, among others.

New York (January 21, 2008) – Firebrand, the hottest spots from the coolest brands, on TV, web and mobile, will celebrate “the Holiest Day in Advertising,” with the launch of its first national holiday campaign, “The Road to Firebrand Monday.” The multi-million dollar media buy will include spots on cable networks like MTV, G4, Sci Fi and VHI, as well as online video placements on TVGuide.com, YouTube, MySpace and Facebook, among others.

The Road to Firebrand Monday campaign begins today with at least three new commercials– PreGame, KickOff and HalfTime – on-air and online over the next two weeks, driving viewers to tune into Firebrand, starting January 28th on ION TV (weeknights 11PM/10C). And all that week on TV, web and mobile, Firebrand will begin showcasing playlists related to the Super Bowl.

The campaign culminates on the first annual “Firebrand Monday,” February 4th, the day after the Super Bowl. On TV, the hour will be dedicated to major ads from the Super Bowl, featuring Celebrity CJs such as Reebok’s “Office Linebacker” Terry Tate and Carmen Electra, who makes her Super Bowl debut in an ad for Hershey’s “Ice Breakers.” All content is downloadable on mobile devices, iTunes and Firebrand.com. And that morning, Firebrand.com will have only the best of the previous day’s commercials ready for download, allowing viewers to share and rate them all, and to decide for themselves which spot wins the coveted “Firebrand Water Cooler” trophy.

“The Super Bowl has always been the holy grail of advertising and Firebrand celebrates that,” says Shari F. Leventhal, Chief Marketing Officer. “Most people watch the Super Bowl with hopes of seeing the best, most creative commercials the ad industry can serve up. The greatest commercials get to play every day at Firebrand. So the Firebrand Monday campaign is our way of saluting the best of these commercials, past and present, as well as the famous icons that make commercials so memorable, and in many cases, a part of pop culture.”

Viewers watching the Firebrand Monday commercials will be treated to a series of spots featuring a parody of some of the most popular commercial icons including Mr. Clean, Mr. Peanut and the Cavemen, among others. The icons are placed on a football backdrop, either behind the scenes getting psyched up for the game, in the locker room, or huddling conspiratorially on the field. No matter how you slice it, Firebrand delivers an entertaining tribute to what has become advertising’s greatest sporting event.

The fun continues for a week starting Firebrand Monday to the following Monday where every spot that is viewed, downloaded, emailed or embedded earns the viewer a chance to enter to win cash.

Major investors in Firebrand include Microsoft, NBC Universal and GE’s Peacock Equity Fund. Firebrand can be found at www.firebrand.com <http://www.firebrand.com> , and weeknights on ION television network at 11 PM/10C and on www.itunes.com <http://www.itunes.com> . For additional information, check out http://press.firebrand.com.

Firebrand. Where only the greatest commercials get to play.

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