Roll International's Teleflora makes its Super Bowl debut less than two weeks before Valentine's Day, although rather than romance the spot, via internal agency The Fire Station, has a warning: You don't know what message you'll send with the other guys' boxed flowers. You certainly don't want the unpleasant talker depicted here.
The spot deploys "one of the most effective ad strategies: introduce the consumer to a fear he did not know he had," wrote Time TV critic James Poniewozik.
The campaign continued with other scenarios, such as flowers arriving for a woman who's just had a baby or for someone's birthday. Teleflora also continued the effort when it came back to the Super Bowl in 2010 ("Mr. Warmth").
Production company: RSA Films.
Creative director: Liz Loew. Copywriter: Josh Bloomberg. Art director: Phil Mimaki. Agency producer: Julie Fields.
Visual effects/post-production: Asylum. Visual effects supervisor: Mitch Drain.
Editing: Butcher Edit. Editor: Megan Bee.
QUARTER AIRED: Q2