A new spot for women's network Oxygen from Mullen is certainly the most talked about Super Bowl spot that didn't actually appear in the game. A New York Times Magazine profile of Hungry Man director Bryan Buckley touted the spot on Super Sunday morning as Oxygen's attempt to infiltrate "the heart of sports- and beer- and skimpy-bikini-loving America" during the game. But by the time kick-off rolled around, a deal had failed to materialize between Fox and Oxygen and the spot was out, replaced by a FedEx re-run from last year. Instead, the spot, titled "Pagaent," breaks this week on select cable channels.
"I have no doubt it will be talked about," notwithstanding its absence from the Bowl, says Mullen CD Tim Roper. "It's the rare kind of advertising that takes a stand on something." The spot features a montage of beauty pageant contestants whose words form a message of women's empowerment. Roper says the client is "still pondering" whether to air the spot during any upcoming event programming.