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 DETROIT
– DaimlerChrysler AG’s sponsorship of a Super Bowl halftime football
game between lingerie-clad women could draw criticism, say experts.
But the Lingerie Bowl is a marketing risk the automaker, which has
become known for its sexually-suggestive ads, says it’s willing to
take.
For 20 minutes during the Super Bowl on Feb. 1, 14 models dressed in lingerie
will participate in a tackle football game. The program will be broadcast live
on a pay-per-view channel for an estimated $20 to $30 viewing fee.
"This is horrendous," said John Antil, professor of marketing
at the University of Delaware. "It is blatantly chauvinistic. You
have the potential of offending a significant amount of people and what
is the message? I am going to
think the car
is sexy or it makes me look more macho. It’s a boneheaded move."
from the
AP
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