Richard Dean Anderson reprises MacGyver role for Super Bowl spot

NEW YORK - Richard Dean Anderson is to reprise his role from the classic 1980s series 'MacGyver' in an ad for MasterCard, which will debut during this Sunday's Super Bowl broadcast.

The ad is part of the "priceless" series and will play on the stock storyline of 'MacGyver', where the eponymous character manages to get out of a scrape with the help of a few household items. In this case, he will buy them with his MasterCard. The ad has been created by McCann Erickson New York.

American viewers are in for a celeb fest during the ad breaks in the Super Bowl XL, with Sir Anthony Hopkins, P Diddy, Jackie Chan and Fabio among the celebrities set to appear.

Hopkins features in an ad promoting his new film, 'The World's Fastest Indian', which tells the story of a New Zealander who modifies his Indian motorcycle and sets off to break the world landspeed record.

P Diddy and Chan are lining up to star in a spot for fizzy pop Sierra Mist -- one of three spots that PepsiCo has bought during the broadcast. The other two will promote Diet Pepsi.

Fabio, the man who made his career as the model for romance novel covers, is appearing in an ad for Nationwide insurance, while Kermit the Frog is in a spot for the Ford Escape.

While the tone of most of the ads is likely to be jokey and upbeat, Unilever is running a new spot in the Dove 'Campaign for Real Beauty', which will encourage teenage girls to feel better about the way they look.

There are two spots by British agencies set to run during the match. One is Lowe London's award-winning 'Stunt City' spot, which will promote Unilever's Degree deodorant. The other is by Abbott Mead Vickers BBDO for the Motorola SLVR mobile phone.

For the first time, advertisers are maximising the audience for their ads by making them available on the internet after they have run on television. Sites including and will host the ads, as well as video search services on Google and Yahoo!

The average price of a 30-second spot during the broadcast, which will run on ABC, is reportedly in the region of £2.5m. An estimated 90m Americans will tune in to the event.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free