Tom Brady filmed a new ad during his suspension. It was apparently a vast departure from his usual choices as a brand ambassador. Via the Boston Globe:
The spot represents an unusual move for Brady: The quarterback typically endorses a small number of national or global brands — think Tag Heuer watches, Ugg boots, or Under Armour apparel — not regional ones like the Quincy-based Shields network of imaging centers and medical offices.
“This is definitely out of character for his marketing strategy,” said Matthew Katz, sports management professor at the University of Massachusetts Amherst’s Isenberg School of Management. “I think there’s a next step to this. I would be very surprised if this was the end of some sort of regional strategy on his part.”
What “regional strategy” could Brady possibly have in mind? As the commercial points out, he’s won four freaking Super Bowls with the Patriots. He’s been in New England since 2000. He claims he’s going to be there another half-decade. He’s also married to a fairly rich woman. This isn’t some untapped market he’s just discovering.
Give me a break with “regional strategy.” Shields Healthcare isn’t some local car dealership chain. It’s a decades-old company with 43 locations in a multi-billion dollar industry. Brady didn’t do this out of his love of local business. He had a few hours off during his suspension and saw a way to pay cash for his trip to Italy without stopping at the ATM.