After showing the audience the tryouts ("The Auditions"), Oscar Mayer and WPP Group's J. Walter Thompson reveal the winner of the marketer's latest national contest for kids singing its jingle.
The Super Bowl XXXI version followed a similar contest the year before ("Talent Search"). Both times the tryouts actually began in summertime, building publicity and attention as the football season progressed and culminating with the winner’s revelation in the big game. Oscar Mayer sponsored the Super Bowl Halftime Show in both years as well, in 1997 tacking on the NFL Experience, a theme park attraction in host city New Orleans. Although the brand was the NFL’s longest-standing sponsor at that point, it opted not to sponsor halftime again in 1998. (Royal Caribbean International then took over for a year, followed by Progressive for one outing and then E-Trade for several years.)
For more Super Bowl footage of the Oscar Meyer Wienermobile, check out Mail Boxes Etc.’s big game debut in 1996, “Top Dog.”
BRAND: Oscar Mayer
AGENCY: J. Walter Thompson