Victoria's Secret Makes First Super Bowl Buy Since 2008
Victoria's Secret will advertise during the Super Bowl this year for the first time since 2008 as part of its Valentine's Day marketing push, the company announced today.
"The Super Bowl is the single best opportunity for Victoria's Secret to remind a global audience that Valentine's Day is right around the corner," said Victoria's Secret CEO Sharen Jester Turney.
The 30-second spot starring Victoria Secret models including Candice Swanepoel, Alessandra Ambrosio and Adriana Lima will run during the 4th quarter of the game. The ad was created in-house.
As part of this year's push, Victoria Secret released an online video today called "Don't Drop The Ball," which stars Victoria's Secret Angels playing football.
This will be Victoria's Secret's third appearance in the Super Bowl. It first advertised in 1999 to push the webcast of the Victoria Secret Fashion Show -- ultimately that was watched by 1.5 million people, crashing Victoria's Secret's website. The brand appeared in the game again seven years later when it plugged its Valentine's Day collection.
Valentine's Day is traditionally the retailer's second-biggest selling period of the year behind Christmas, Jill Beraud, then-CMO of Victoria's Secret, told Ad Age in 2008.