Campbell Mithun 30-Second Spot Will Cost $2.35 Million

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DETROIT (AdAge.com) -- H&R Block is taking both a commercial and a pre-game sponsorship package on Super Bowl XXXVIII, the Kansas City-based marketer said.

The 30-second spot will be in the first quarter of the Feb. 1 game and will cost about $2.35 million, executives close to the situation said. Executives said spots immediately after the opening kickoff are going for $2.4 million. The game will be broadcast on Viacom's CBS.

Relying on humor
Interpublic Group of Cos.' Campbell Mithun, Minneapolis, will rely on humor for the spot, which will highlight the company's H&R Block Advantage, a service that helps clients with investments, retirement, children's education and other programs. But H&R Block declined to comment on whether the spot will include singer Willie Nelson, who starred in last year's well-received commercial, also produced by Campbell Mithun.

H&R Block and CBS both declined to say what part of the five-hour pre-game the marketer will sponsor.

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