This 60-second helping of bone-jarring slapstick became a pop culture phenomenon after airing in Super Bowl XXXVII, and if nothing else was infinitely more entertaining than what was transpiring on the field. (At the time the spot aired in the third quarter, Tampa Bay had already built up a commanding 34-3 lead over a hapless, interception-prone Rich Gannon and his Oakland Raiders.) Based on a short written and directed by novice filmmaker Rawson Marshall Thurber, Arnell Group New York's “Terry Tate” featured Lester Speight as a rampaging enforcer of office protocol for the unfortunately-named firm Felcher & Sons.
While the riotously funny spot ranked sixth on USA Today’s ad meter, it didn’t help Reebok shift a lot of units. Productivity at Felcher & Sons may have been up 46% since Terry Tate came onboard, but as one Reebok exec said a year after the ad debuted, the brand’s affiliation with rappers Jay-Z and 50 Cent ultimately was what rung up the cash registers. Shortly after unleashing the TPS-obsessed, dress slacks-sporting linebacker onto the world, Thurber went on to write and direct the Vince Vaughn-Ben Stiller theatrical “Dodgeball: A True Underdog Story.”
In a previous era, Reebok deployed Shaquille O'Neal to make its case in Super Bowl XXVIII with the minute-long "Shoot, Pass, Slam."
AGENCY: Arnell Group