Faith Hill Joins Teleflora for Super Bowl Splash

Faith Hill with actor Kevin Manwarren at the Teleflora Super Bowl commercial taping. photo: Jason Merritt/Getty Images for Teleflora

By Bob Doerschuk
© 2011 CMA Close Up® News Service / Country Music Association®, Inc.
Launching an ad campaign on the Super Bowl is like debuting your next single on the CMA Awards. There is no better forum to achieve maximum impact.
That’s one reason why Teleflora chose actor and Warner Bros. recording artist Faith Hill as its celebrity partner for the first in a projected series of floral arrangements to be featured in “The Collection by Faith Hill.”
“Faith Hill is a perfect fit for the Teleflora brand,” said Shawn Weidmann, President, Teleflora. “She is an entertainer who has broad appeal and transcends musical genres. Faith was someone that Teleflora had always wanted to work with. Following research conducted, our idea was solidified when Faith was voted the No. 1 most likable celebrity among our customers and florists.”
Hill combines the accessibility and personal appeal that’s at the core of Country Music stardom with a casual elegance that speaks easily to a broad range of consumers. Plus, the artist was able to connect to the idea of designing her own arrangements for Valentine’s Day initially and subsequently for other holidays and everyday occasions.
“I love flowers,” she said, in a “behind-the-scenes” video describing the making of “Help Me, Faith,” the Super Bowl XLV commercial. “I love receiving flowers. I always have. My mom was an incredibly gifted gardener and my dad as well. Unfortunately, I did not get the green thumb, but I certainly love trying to put together the most beautiful arrangements I can. It’s been fun making these arrangements for Teleflora.”
What makes the commercial work, though, is not only that it taps into Hill’s appeal, it also leads to a punch line that works precisely because it turns our appreciation of her image on its head through her dialog with actor Kevin Manwarren, who portrays a sound tech working with her in the studio. (Teleflora’s “Flower Coach” iPhone application, which tied into the theme of the commercial with an unexpected twist, also debuted. And Hill recently finished shooting the next spot for Teleflora in support of her collection tied to Mother’s Day.)
“I was constantly laughing because the two of them had such rapport with one another,” said director Bryan Buckley. “That’s what you dream about when you’re putting together a team like that. And it worked out.”
The Teleflora/Faith Hill partnership exemplifies how Country’s image can be used effectively. “We recognize the increased popularity of Country Music over the past few years with mainstream audiences,” said Weidmann. “Additionally, Country Music is equally appealing to men and women of all ages. By reaching out to this fan base, we had the opportunity to target men, who are the primary buyers at Valentine’s Day.
As the partnership progresses, we expect to reach more women buyers for Mother’s Day and everyday occasions.”
On the Web: www.FaithHill.com; www.Teleflora.com