Super Bowl ads: Super model Adriana Lima in demand

Super model Adriana Lima might be appearing in Sunday's Super Bowl more frequently than the punters for the New England Patriots and New York Giants.

TheBrazilian beauty and Victoria's Secret model trends highon social media sites, making her a dream get foradvertisers.In car company Kia's 60-second Super Bowl spot,a scantily clad Lima appears alongside a race track, the Irwindale Speedway, waving a checkered flag.

ButLos Angeles-based online flower service Teleflora, which is making its fourth appearance in the Super Bowl with its commercial,wanted todepict Lima in a dramatically different light.

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"We wanted to speak to the male audience, but we alsowanted to have appeal to the female audience, so we went withelegance and beauty," said Laurie McCartney, chief marketing officer for Teleflora. "It's a fine balance to achieve both of those goals."

Teleflora, a private company withmore than 15,000 member florists throughout the U.S. and Canada, is using its 30-second spot to get on theradar screens of the millions of men in the television audience who probably haven't given a thought to Valentine's Day.The commercial, directed by Anders Hallberg of B-Reel Films,is scheduled torun in the game's second quarter.

"The Super Bowl is a great brand vehicle, and it's just before one of our biggest holidays, Valentine's Day," McCartney said. "We're trying to feature an ad that really ties into the male mind-set."

Thecommercial called "Give"was created by Fire Station, Teleflora's in-house advertising agency, which also does the creativework for sister companies Pom Wonderful and Wonderful Pistachios and Almonds.The companies are co-owned byLynda Resnick,vice chair of parent company Roll Global.

McCartney said she bouncedthe selection of Limaoff herfocus group at home.

"I asked my 13-year-old son if he ha! d ever h eard of her --and he had,"McCartney said. "He'svery excited about the ad; we all are."

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-- Meg James