This Super Bowl XXXIII ad, a forerunner of Intuit's "Small Business Big Game" contest ads more than a decade later, presents "the smallest business on the Super Bowl" -- Jeremy's MicroBatch Ice Creams, a Mail Boxes Etc. customer and winner of the company's "See Your Small Business on the Super Bowl Search."
As clips of Jeremy and enthusiastic customers flash by, courtesy of Kenneth C. Smith Advertising of San Diego, the voice-over drives home the point: "We put Jeremy on the Super Bowl because helping small business operate like big business is what we do at Mail Boxes Etc."
Mail Boxes Etc. made its first appearance in the big game in 1996, putting the Super Bowl spotlight on the well-traveled driver of an Oscar Mayer Wienermobile who needed a fixed mailing address, and returned in 1997. In 1998, it began its contest ("Pocket Pump").
As for Philadelphia-based Jeremy's MicroBatch, the company went public in Feb. 2000. "Much of the $5.9 million the company raised would be spent on marketing and promotion," according to The Philadelphia Inquirer, which also reported on the death of the business in October of that year after the company's board abruptly decided to "pull the plug on the unprofitable venture."
Mail Boxes Etc. was acquired by UPS in 2001.
BRAND: Mail Boxes Etc.
AGENCY: Kenneth C. Smith Advertising
QUARTER AIRED: Q2