January 23, 2007
Garmin® “Takes on the World” with Super Bowl Commercial
OLATHE, Kan./January 24, 2007/PR Newswire — Garmin International Inc., a unit of Garmin Ltd. (Nasdaq: GRMN), today announced that it will air a 30-second television commercial during Super Bowl XLI on February 4th in Miami. The spot airs midway through the Super Bowl’s second quarter.
The commercial is Garmin’s first Super Bowl ad and the first-ever for any consumer electronics manufacturer that specializes in GPS navigation – and is the company’s latest effort to expose a global audience to the Garmin brand. Garmin is a worldwide leader in the design, manufacture, and sale of GPS enabled devices for consumers.
“The Super Bowl showcases some of the world’s most recognizable brands, and our participation demonstrates Garmin’s desire to be counted among them,” said Jon Cassat, Garmin’s director of marketing communications. “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.”
The theme of the commercial is “Grab your Garmin, Take on the World” – demonstrating how Garmin personal navigation devices can save the everyday consumer time, money, and hassles. Taken to the extreme, the commercial is a humorous 1960s-style sci-fi piece. The commercial's quirky low-tech production treatment is in playful contrast to Garmin's cutting edge GPS technology and other advertisers' use of complex computer effects.
The spot begins with an “Average Joe” finding himself lost and unfolding a road map for help. The map continues to unfurl and expand – quickly taking over the car – eventually turning into the dreaded “Maposaurus.” Thankfully, another motorist – armed with his Garmin nüvi® – morphs into a superhero who battles and defeats the dreaded map monster. An earnest yet over-the-top heavy metal band adds narration to the epic battle.
Garmin’s nüvi line of Personal Travel Assistants was introduced in late 2005, and has quickly become the standard by which other personal navigation devices are judged – thanks to its elegant design, simple user interface, and rich set of features.
The project was conceived and produced with the help of Minneapolis-based Fallon Worldwide, one of the world’s most critically acclaimed, creatively driven branding ad agencies which was also responsible for Garmin’s infectious and highly successful “Give a Garmin” 2006 holiday campaign.
“To an engineer, these devices are literally rocket science, but in the hands of the consumer, they’re anything but,” said Fallon group creative director Brian Tierney. “We purposely went for a look and feel that would make the technology approachable and the brand likeable to the consumer—all while communicating the core idea that in the arena of personal navigation, Garmin is the no-holds-barred champion.”
For more updates, insights, and a full-length music video of Garmin’s Super Bowl commercial, visit www.garmin.com and http://garmin.blogs.com.
About Garmin International Inc.
Through its operating subsidiaries, Garmin Ltd. designs, manufactures, markets, and sells navigation devices and applications -- most of which are enabled by GPS technology. Garmin is a leader in consumer and general aviation navigation and its products serve the automotive/mobile, outdoor/fitness, marine, and aviation markets. Garmin Ltd. is incorporated in the Cayman Islands, and its principal subsidiaries are located in the United States, Taiwan and the United Kingdom. For more information, visit Garmin's virtual pressroom at www.garmin.com/pressroom or contact the Media Relations department at 913-397-8200. Garmin and nüvi are registered trademarks and Personal Travel Assistant is a trademark of Garmin Ltd. or its subsidiaries.
All other brands, product names, company names, trademarks and service marks are the properties of their respective owners. All rights reserved. Garmin is not an official sponsor of Super Bowl XLI.
Notice on forward-looking statements:
This release includes forward-looking statements regarding Garmin Ltd. and its business. The forward-looking events and circumstances discussed in this release may not occur and actual results could differ materially as a result of known and unknown risk factors and uncertainties affecting Garmin, including, but not limited to, the risk factors listed in the Annual Report on Form 10-K for the year ended December 31, 2005 filed by Garmin with the Securities and Exchange Commission (Commission file number 0-31983). A copy of Garmin’s Form 10-K can be downloaded at www.garmin.com/aboutGarmin/invRelations/finReports.html. No forward-looking statement can be guaranteed. Forward-looking statements speak only as of the date on which they are made and Garmin undertakes no obligation to publicly update or revise any forward-looking statement, whether as a result of new information, future events, or otherwise.