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Addison Whitney has two new names and logos to add to its portfolio in the running world: StabilicoreTM, which is a technology brand for New Balance shoes, and Aceba, a Dry Lubricant used in Asics Chafe FreeTM products.

For those who think that Nike is supreme when it comes to athletic footwear, runners will tell you a different story. Runners are very loyal to brands that work, and Asics and New Balance have emerged as trusted names for those who hit the pavement every day.

A quick poll of AW’s running group, “Brand, Sweat and Tears”, revealed the following insights about running brands:

• “I am more loyal to technologies than I am to master brands”
• “I don’t care if it’s popular- I care if it has got the specifics that I need! (e.g. high-arch support)”
• “If I find a technology that works for me, I am more likely to buy other items from that brand (the shoes fit, why not buy the matching shorts and tank!)”

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Move over Janet Jackson, your wardrobe malfunction isn’t the only risqué entry in the Super Bowl history books. GoDaddy.com, the world’s largest online domain name registrar, will run one 30 second advertisement during the 2009 Super Bowl that will be sure to catch your eye—if it airs.

GoDaddy has a losing record against the FOX network. Last year, Fox refused to air GoDaddy’s “Exposure” ad starring IndyCar® Series driver Danica Patrick. Instead, GoDaddy ran another ad directing viewers to visit the GoDaddy site to see “Exposure”. Also, in 2005 Fox refused to give a GoDaddy ad its encore performance after NFL officials questioned content.
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Does Audi Have Another Winner?

Last year, Audi’s Super Bowl spot featured its R8 sport car in a spoof of “The Godfather.” Audi saw quite the ROI on this 60 second spot, earning Audi a second place finish in “total buzz” after the game and successfully drove traffic to Audi’s website.

Audi’s 2008 ad featured the tagline: “Old luxury just got put on notice.” Audi’s ad agency, San Francisco-based Venables Bell & Partners, created this year’s ad though “it’s not public yet.” Rumor has it that is will show a progression through time using vintage to modern models of Audi vehicles. Do you think it will play off the same tagline as last year and focus on modern luxury or will it attempt to win customers over by focusing on the heritage of the brand? Check out the game’s first quarter to see how Audi spins this year’s spot.

By: Rebecca Parker

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Company: Hyundai Motor America

Career Highlights: A rookie in the SuperBowl lineup, Hyundai took the field last year to unveil its Genesis luxury sedan. During two spots, the Genesis is compared to luxury brands like Mercedes, BWM and Lexus. The commercial touts the Genesis as more spacious than the BMW 7-Series, but priced like the 3-Series. Narration by Jeff Bridges and the tagline “Think about it” help set the Genesis up as a thoughtful alternative to high-priced luxury.

Offensive Strategy: Hyundai played off of our curiosity and our desire to be savvy shoppers. In the first commercial, we saw the car, but we didn’t know who made it until the very end. In the second
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