Dive Brief:
- Lingerie retailer Victoria’s Secret will make its third appearance as a Super Bowl advertiser this year with a 30-second spot set to appear in the fourth quarter.
- The spot stars Victoria’s Secret models including Adriana Lima, Lily Aldridge, and Candice Swanepoel, decked out in red-and-white uniforms for a football scrimmage.
- The ad is the company’s first Super Bowl buy since 2008, when it promoted its Valentine’s Day collection with a dreamy ad set to the “I’m in the Mood for Love.”
Dive Insight:
The Super Bowl is a natural buy for Victoria’s Secret. With Valentine’s Day—the company’s second-biggest sales holiday after Christmas—less than two weeks away and more female viewers than ever, even NBC’s asking price of $4.5 million for a 30-second spot may be a bargain for the lingerie brand.
On Wednesday, the company released a longer version of the forthcoming ad in which quarterback Adriana Lima leads the Victoria’s Secret Angels to victory in a dramatic gridiron faceoff. “Don’t Drop the Ball,” the tagline says. “It’s Not Valentine’s Day without Victoria’s Secret.”