NEW YORK (AdAge.com) -- Guess who's coming back to the Super Bowl.
For the first time since 1999, Victoria's Secret has purchased a 30-second spot, which is slated to run once during the second half of the game. Executives at the Limited Brands unit declined to reveal what was spent on the buy, but Fox has sold spots for as much as $3 million for the Feb. 3 event.
This high-profile move -- last year 92.3 million viewers tuned in -- comes at a time when the iconic retailer is struggling to compete in the crowded lingerie space.
'Wink between men and women'
The commercial, which was produced in-house, was initiated about three months ago, Mr. Razek said. He declined to reveal details of the spot, saying only that it features Victoria's Secret Angel Adriana Lima, a football and words that will scroll across the screen. Mr. Razek assuaged any concerns that the ad would be too sexy for network TV, saying that it attempts to strike a balance: not exactly modest but definitely not risqué.