Sonoma County's Marmot splurges on Super Bowl ad
SONOMA COUNTY, Calif. (KTVU) - A Sonoma County company is going big for the Super Bowl, spending for a commercial for the first time.
"Our ad does have a tent scene," hints Marmot President Mark Martin, as he clambers in and out of a tent pitched at the company's Rohnert Park headquarters.
Beyond that, Martin offers few details.
"There is certainly humor in our ad, and a great finish," he admits.
"Whether people will remember our ad in the long run, I think so. I think it will stand out and be distinctive," Martin told KTVU.
Not even the 150 employees in the building have seen the ad that debuts Sunday.
The maker of outdoor clothing, tents and sleeping bags spent more than one year's entire ad budget on the airtime.
"There is no greater venue than the Super Bowl to reach America and tell our message, so we're very excited," Martin added.
In 42 years, Marmot has won industry respect, if not mass recognition.
Its outdoor apparel and gear have always been aimed at the dedicated climber, skier, or camping enthusiast.
But their new spokes-critter, a squirrel-like marmot, isn't such a serious character.
"We see them making dirt angels, what most people would associate with snow angels, but they're outside enjoying a nice day," explained Martin, showing a teaser already posted online and on You tube.
The short videos introduce a hiker with his nature guide, the marmot. In another clip, the pair roast marshmallows over a campfire.
"It's a great buddy story but really it's an invitation to people to enjoy the outside, to fall in love with the outside," elaborated Martin.
It costs Marmot's parent company about five million dollars to run a thirty second commercial during the game.
Marmot also spent millions to develop the new campaign and produce the ads. But they are a long term strategy that will continue long after the final score.
"Animals do very well in the Super Bowl, talking animals, dancing animals, any animals," marketing expert Roy Gattinella told KTVU.
Professor Gattinella spent decades in the music recording industry before joining the business administration program at Santa Rosa Junior College.
He notes some companies have already released their Super Bowl ads online, to generate advance buzz.
Many successful ads use celebrities and humor. They pull the viewer in, then provide a payoff in the end.
Judging by the Marmot teasers, Gattinella believes the Marmot may be memorable, because the rodent shows an irreverent quality.
In one clip, he urinates outdoors to the bemusement of his companion.
"He's peeing, and making funny sounds, he's entertaining!" exclaimed Gattinella.
"He's going to be the wild friend that you always wanted to have. The guy who will do crazy things in the outdoors," he added. "That's great, love it!"
Gattinella admits the stakes are high.
"It could work really well but it's a gamble, a huge gamble. I hope they win the gamble, but it's still a gamble."
Like the game itself, there's not much room for misfires among companies taking the Super Bowl plunge.
But Marmot figures it can only benefit, when more than 100 million people see the ad, learn the company name, and possibly wonder, 'what is that creature?'
"We're hoping that they ask, 'what's a marmot', that's part of it, smiled Martin.
The ad is slotted to run in the first half of the game.
"Our ad does have a tent scene," hints Marmot President Mark Martin, as he clambers in and out of a tent pitched at the company's Rohnert Park headquarters.
Beyond that, Martin offers few details.
"There is certainly humor in our ad, and a great finish," he admits. "Whether people will remember our ad in the long run, I think so. I think it will stand out and be distinctive," Martin told KTVU.
Not even the 150 employees in the building have seen the ad that debuts Sunday.
The maker of outdoor clothing, tents and sleeping bags spent more than one year's entire ad budget on the airtime.
"There is no greater venue than the Super Bowl to reach America and tell our message, so we're very excited," Martin added.
In 42 years, Marmot has won industry respect, if not mass recognition.
Its outdoor apparel and gear have always been aimed at the dedicated climber, skier, or camping enthusiast.
But their new spokes-critter, a squirrel-like marmot, isn't such a serious character.
"We see them making dirt angels, what most people would associate with snow angels, but they're outside enjoying a nice day," explained Martin, showing a teaser already posted online and on YouTube.
The short videos introduce a hiker with his nature guide, the marmot.
In another clip, the pair roast marshmallows over a campfire.
"It's a great buddy story, but really it's an invitation to people to enjoy the outside, to fall in love with the outside," elaborated Martin.
It costs Marmot's parent company about $5 million dollars to run a 30 second commercial during the game.
Marmot also spent millions to develop the new campaign and produce the ads, but they are a long term strategy that will continue long after the final score.
"Animals do very well in the Super Bowl; talking animals, dancing animals, any animals," marketing expert Roy Gattinella told KTVU.
Professor Gattinella spent decades in the music recording industry before joining the business administration program at Santa Rosa Junior College.
He notes some companies have already released their Super Bowl ads online, to generate advance buzz.
Many successful ads use celebrities and humor. They pull the viewer in, then provide a payoff in the end.
Judging by the Marmot teasers, Gattinella believes the Marmot may be memorable, because the rodent shows an irreverent quality.
In one clip, he urinates outdoors to the bemusement of his companion.
"He's peeing, and making funny sounds, he's entertaining!" exclaimed Gattinella.
"He's going to be the wild friend that you always wanted to have. The guy who will do crazy things in the outdoors," he added. "That's great, love it!"
Gattinella admits the stakes are high.
"It could work really well but it's a gamble, a huge gamble. I hope they win the gamble, but it's still a gamble."
Like the game itself, there's not much room for misfires among companies taking the Super Bowl plunge.
But Marmot figures it can only benefit, when more than 100 million people see the ad, learn the company name, and possibly wonder, 'what is that creature?'
"We're hoping that they ask, 'what's a marmot', that's part of it, smiled Martin.
The ad is slotted to run in the first half of the game.