Teleflora To Advertise In Super Bowl

By Greenhouse Grower staff|January 13, 2009

For the first time, Teleflora will take the major step of advertising during the Super Bowl on Feb. 1, according to the Society of American Florists (SAF). The floral giant will have a 30-second spot in the second quarter of the game broadcast on NBC, incorporating the talking flowers used in last year’s “America’s Favorite Mom” campaign.

“Our main priority is always our member florists, and during these hard economic times, Teleflora wants to help our florists generate sales and foot traffic into their shops,” SAF quotes Shawn Weidmann, president of Teleflora. “With the Super Bowl airing less than two weeks before Valentine’s Day, we couldn’t pass up the opportunity to reach more than 90 million potential buyers and reinforce the importance of sending flowers that are hand-arranged and hand-delivered by a local florist.”

According to Brandweek, Teleflora’s spot is reminiscent of office sitcoms, showing a man giving a box of flowers to a female co-worker. The flowers begin to insult the woman and ask her, “Have you ever considered rhinoplasty?” The commercial also directs viewers to its website at www.teleflora.com.

The Super Bowl is traditionally the biggest advertising event of the year, with 30-second ad space going for $3 million this year. Teleflora and others replace some veteran Super Bowl advertisers that will be absent this year, like Garmin LTD, FedEx and General Motors. Teleflora would not say what it paid for the ad.