Nov 08, 2002
Football's Answer to "How Do You Use Your Sharpie?" Exposed Again in New
TV Ad
BELLWOOD, ILL. - November 8, 2002 - Sharpie, the popular family of
permanent markers made by Sanford -- part of the writing instruments
division of Newell Rubbermaid Inc. (NYSE: NWL), is introducing a new,
tongue-in-cheek television spot as an addition to its "How Do You Use Your
Sharpie" television ad campaign. Building on the momentum of a recent
professional football touchdown celebration, during which a Sharpie marker
was used, the spot, titled "Hand-off", continues to humorously highlight
the various uses for Sharpie markers in everyday life.
The "Hand-off" spot takes place during a coach's pre-game pep talk in a
high school football locker room. The coach tells his players they must
leave their mark on the game of football, but not ON the football. The
coach then holds out his hand as the players reach into their socks and
begrudgingly hand-off their Sharpie markers.
"Sharpie has long been the preferred autograph marker of athletes and
celebrities," says Bob Daenen, Sharpie brand manager at Sanford. "By
combining timely humor with the all-American spirit of football, we are
confident this new spot will reinforce our message to millions that
there are unlimited ways to use your Sharpie marker."
Developed by St. Louis-based Momentum, Sharpie's "Hand-off" spot will
debut as a 15- second TV commercial during Sunday, November 10 football
games and on Monday, November 11 on ABC's Monday Night Football.
Note to editors: A color photo to accompany this story was moved on AP
Photo Express as WPD1 for 11/08/2002 and also can be retrieved in
digital form by media without charge from Wieck Media Services at
972-392-0888 or http://media.wieck.com.
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