There was a time before mutual fund managers advertised in the Super Bowl, when the category was sleepy and straightforward and its leaders didn’t have to market themselves much. That changed with an influx of investors and a surge in competition, however, leading Janus Investments to shell out $1.2 million in 1997 for 30 seconds of time on advertising’s largest stage. “We are bigger than most companies and our name recognition is higher," said Stuart Novek, VP-retail marketing at Janus, told the Baltimore Sun three weeks after the game. "But obviously, in an increasingly competitive and maturing industry, it is tougher to build a brand name, and that is one of the reasons for television.”

Janus had Super Bowl XXXI to itself among investment management companies, but Dreyfus did run a spot starring its instantly recognizable lion during pre-game coverage. Asked whether the investment paid off for Janus, Novek said even a Super Bowl commercial is just part of any marketer’s broader efforts. "You can't gauge the success of trying to build a brand name with one ad, even though the volume of calls was very positive.” 

BRAND: Janus Funds

YEAR: 1997

AGENCY: Foote, Cone & Belding

SUPERBOWL: XXXI

QUARTER AIRED: Q2