Jan 29 2014, 3:09pm CST | by Forbes
Whether Peyton Manning prevails in Sunday’s Super Bowl remains to be seen. He’s certainly prevailed as a pitchman in commercials over the years. Forbes ranks him as one of the highest-paid football players. His total earnings in 2013 were $30 million, including $12 million in endorsements. Legendary athlete? Sure. But let’s not forget his legendary appearances for advertisers.
I went to a panel of experts in advertising–client side, agency side and academia–and asked them to weigh in with responses to that very important query: What’s the best Peyton Manning ad of all time?
“I’m not sure many slam-dunk Hall-of-Fame QBs could be as convincing playing the everyday fan as Peyton,” said Kevin Keller, E.B. Osborn Professor of Marketing at the Tuck School of Business. “Very funny…but it really reinforced the ‘priceless’ message and showed how creative that campaign was too. [There were] so many different ways it could be executed,” he said. “A real win-win.”
David Vinjamuri, Forbes CMO Network contributor and adjunct instructor of marketing at NYU agreed. The “priceless” ads are “hilarious because they lampoon the sort of absurd culture of celebrity that professional athletes live with.”
Michael Ventura, founder and CEO of Sub Rosa, also voted for Manning’s efforts for MasterCard, particularly his “pep talk” spots:
“The wry humor and the deadpan delivery makes this campaign one of the least-forced efforts to incorporate Manning into a spot,” Ventura said.
Then there’s the ad for the Buick Verano. Allen Adamson, managing director at Landor, noted its fitting use of the quarterback. “Manning is one of the few QBs who is always calling out plays–no huddle,” he said. “[It's an] authentic use of Manning connected to a product demo for OnStar.”
“I love the Buick ad with Peyton being the ‘quarterback’ of his life via the Buick’s ‘audible’ capabilities,” added Will Burns, Forbes CMO Network contributor and CEO of Ideasicle. “It was a great way for Peyton to BE Peyton (the consummate audible quarterback), it was a really good script, and Peyton nails it (particularly when he does the reroute and looks to camera and says, ‘How’s that?’).”
On the other hand, Manning’s star turn in ads for a certain pizza chain struck a different chord with a CMO who wished to remain anonymous. “Anything not to do with Papa John’s [was good],” he said. “Or maybe I am missing the point and they are meant to be thin and cheesy.”
Other notable Manning ads: for Nerf,
and the SportsCenter one he shared with his brother.
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Source: Forbes Business
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