Bowing to the intense pressure of a potential audience of 65 million female viewers, CBS will unveil its new Tommy-Cam during the Super Bowl telecast. The hi-def camera will provide unprecedented, even intimate, coverage of Patriots quarterback Tom Brady before, during, and after the game.The idea was initiated by the quarterback’s girlfriend, supermodel Gisele Bundchen, who is reportedly irritated by the commercial endorsements and attention that Giants quarterback Eli Manning has received.
“Unlike Mr. Manning, my Tommy is a shy, humble man,” said Bundchen. “I told him not to hide his light under a basket. I certainly haven’t and it’s served me well, thank you very much.”
“Not to be crass about it,” said CBS CEO and President Les Moonves, barely able to hide his glee over Brady’s agreement to the charade, “but chicks dig Tom Brady. We’re going to be able to offer our viewers—and, of course, our advertisers—the ultimate Brady experience. To quote my kids, ‘This is way sweet.’”
Not long after the Tommy-Cam announcement, the media dubbed Super Bowl XXLII the “Girly Bowl.”
At $2.4 million for a 30-second spot, Super Bowl XLII has already qualified as the priciest ad buy in television history. With the advent of the Tommy-Cam, one advertising veteran, who spoke on condition of anonymity, predicted that CBS could conceivably jack up the ad rates to over $4 million a spot.
“45% of this game’s audience will be women,” the source said, “We’re talking 60, 70 million women. And they’re going to be able to ogle the sports world’s ultimate hunk for four to five hours straight. It’s the impossible dream come true for CBS.”
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