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'American Chopper' stars tackle Super Bowl commercials

By Christopher Rocchio, 02/09/2007 

One would think it takes more than a motorcycle to reach almost 100 million people -- but that's what the boys from American Chopper accomplished on Super Bowl Sunday -- as members of the Teutul family appeared in two commercials during CBS' broadcast of the NFL championship game on February 4.

Paul Teutul Sr. starred in Hewlett-Packard's "The Computer is Personal Again" spot -- the computer manufacturer's first ever Super Bowl ad.  He also appeared with his sons Paul Jr. and Mikey during a cameo in the ad, and with a small role in the upcoming movie Wild Hogs, which was advertised for during the Super Bowl, the family almost appeared in a third spot.

"We recognize them as great achievers in their field, so it is understandable that other prominent companies would acknowledge their achievements as well," Hewlett-Packard said in a statement in Thursday's New York Post.  John Baker, president of DZP Marketing, said while people might not immediately associate the Teutuls with computers, he added they fit "brilliantly" with Hewlett-Packard's campaign. "These are differentiated people who are doing things in their own way," Baker told the Post.

Members of the Teutul family currently appear in no fewer than four ad campaigns, including a print spot for Lugz boots as well as Paul Sr. being featured in a new campaign for the Wall Street Journal.  "It's not so much about the classic A-, B- or even C-list [celebrities] anymore," Baker told the Post.  "It's about the language of pop culture."

American Chopper, a reality series that follows the Teutuls as they run Orange County Choppers, moved from Discovery Channel to its sister network TLC for the January 19 premiere of the show's fourth season.

"They're hot again," Derek Koening, TLC's head of marketing, told the Post.  "It tends to feed on itself."

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