Direct Line Blog

Cash4Gold launches new DRTV campaign during Super Bowl

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During last night's nail biter, Super Bowl XLIII, Cash4Gold.com debuted a DRTV spot starring Ed McMahon and MC Hammer. While using celebrity spokespeople in TV ads is really nothing new, especially during the Super Bowl, the fact that it's a DRTV spot is pretty exciting.

Typically when I think of Super Bowl ads, I think of huge brands like Budweiser, Fed Ex and Toyota. Cash4Gold.com is a Florida-based Web site with about 350 employees. Customers can send in unwanted jewelry or essentially anything made of gold to Cash4Gold and receive cash in return.

The ad features McMahon and Hammer saying what they would each send in (McMahon: "My gold hip replacement, Hammer: "my gold pants").

Produced by Euro RSCG Edge, the ad is the latest in the ongoing trend of DRTV ads making their way to prime time. It seems that--especially with the state of the economy--that television advertisers are becoming more response driven than ever. And now, bigger brands like Epson and Kodak are moving into the DRTV space.

Stay tuned for more on this topic, as I'm sure we'll be seeing a lot more about it.
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