Teleflora, the flower delivery service that produced a controversial Super Bowl commercial within our industry last year, is returning to the Super Bowl scene this year with another 30-second spot. Teleflora, once again, is taking its wilted-talking-flowers-in-a-box approach.
If you missed last year’s controversial Super Bowl commercial from Teleflora, scroll to the bottom of the page to watch it.
This year’s new spot will air during the second quarter of the Sunday, February 7 game between the Indianapolis Colts and New Orleans Saints. The spot is again staged in an office and features a Valentine’s Day flower arrangement that’s designed and delivered by a local florist in the recipient’s neighborhood. The voice of the flowers is Don Rickles.
“With Valentine’s Day, one of the busiest flower-buying days right around the corner, we knew being part of the game’s advertising lineup offers us the chance to reach 150 million potential customers,” says Shawn Weidmann, President, Teleflora. “When it comes time for consumers to make their Valentine’s Day purchases, we want to be sure Teleflora is top of mind–and there is no better time to remind them than during one of America’s biggest sports events.”
The commercial will air through Friday, February 12, 2010 on sports-focused cable channels and primetime cable shows geared toward male viewers. Teleflora also will conduct home-page takeovers on sports-enthused sites the week of February 12, with banner ads across several top providers directly linking users to a landing page that offers click-to-call for easy ordering.
Teleflora is extending the contradiction of flowers in a box versus its own hand-arranged bouquets online in a “naughty”-versus-”nice” viral execution of the commercial campaign. In the “nice” execution, consumers can send someone a sincere message along with a beautiful, virtual Teleflora bouquet. In the “naughty” execution, the spirit of the talking flowers comes alive with consumer-generated or pre-selected sarcastic messages that are delivered with unarranged, uncut, sloppily packed flowers in a box.
With each “naughty” or “nice” e-card, Teleflora is offering the sender and recipient a discount code from Teleflora.com.