Skechers will double its
Super Bowl presence this year after 2012’s single spot featuring Mark Cuban and moonwalking dog Mr Quiggly. The company said it would air two spots in the second quarter, one attached to the
two-minute warning and another with football great Joe Montana.
The GORun line will be plugged again -- as it was with Cuban in 2012 -- but with a cheetah trying to outrace a human with the shoes. Montana will back another line. The Skechers Web site directs visitors to a teaser spot that has generated 430,000 views.
Skechers wasn’t the only company looking to reach viewers with dogs in its creative last year; Doritos and Volkswagen also launched spots that were well received.
This year marks Skechers’ fourth straight in the big game, which began with Montana's participation. The following year offered a starring role for Kim Kardashian before Cuban.
Skechers has used U.S. Olympic marathoner Meb Keflezighi to plug its GORun line. The company markets a variety of shoes from the athletic to casual to sandals.
Montana has plugged the Shape-ups line, which cost Skechers as the government issued a fine for false advertising.