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Tracking the Big Game

FEB. 2 — A major manufacturer of marine GPS equipment is set to air a 30-second television commercial during Super Bowl XLI this Sunday — the first of its kind for any consumer electronics company specializing in navigation equipment.

Executives at Garmin Internationalsay that by placing the ad they will showcase their products among some of the world’s most recognizable brands. “The popularity of GPS navigation is expected to continue growing rapidly in 2007, so we felt it was important to further establish Garmin as the market leader in this important and increasingly ubiquitous consumer technology,” Jon Cassat, Garmin director of marketing communications, says in a news release.

The theme of the half-minute ad is “Grab Your Garmin, Take on the World,” the release says. Company executives say they hope the ad will demonstrate their notion that Garmin personal navigation devices can save consumers time and money. Produced in 1960s-style sci-fi, the ad features a car driver who is lost and having troubles with his fold-up map. The man finds help from another motorist who morphs into a superhero, armed with a Garmin portable GPS.

The commercial is set to air halfway through the second quarter of the game, the release says.

“We purposely went for a look and feel that would make the technology approachable and the brand likable to the consumer,” says Fallon Worldwide creative director Brian Tierney in the release. The Fallon group developed and produced the Garmin commercial.

Jason Fell