SOURCE: Inter/Media


February 08, 2010 06:00 ET

Inter/Media Signs Two-Time Super Bowl Champion Coach and Sports Broadcaster Jimmy Johnson to Go the Distance for ExtenZe

Will Star in TV Spots and Act as Company Spokesperson for Leading Male Enhancement Brand; Johnson Will Champion ExtenZe Product and NASCAR Race Team

ENCINO, CA--(Marketwire - February 8, 2010) - Inter/Media Advertising has scored big time by signing Super Bowl champion coach and Fox NFL Sunday host Jimmy Johnson to be the new spokesperson for its client ExtenZe, the $150-million male enhancement brand.

"Jimmy Johnson is a powerful and very credible endorser for ExtenZe," said Robert Yallen, CEO of the Inter/Media Group of Companies, which has previously landed such spokespeople as George Kennedy, Elliot Gould, Fran Tarkenton, Rod Carew, Donald O'Connor and Kate Jackson. "Jimmy is very likeable and has garnered the respect of American men who value and aspire to success, and when he says the product works, they listen."

Johnson will star in a series of entertaining and fun spots advocating ExtenZe for "maximizing what you already have." In the commercials, the former Dallas Cowboys and Miami Dolphins coach says the product works for him and that it's clearly working for the men who have bought more than a billion tablets of the best-selling product in the category.

The 15-, 30- and 60-second spots, which will begin running in early February, feature Johnson on a football field and in the garage of the ExtenZe Racing, which will compete in NASCAR's Sprint Cup series this year. In one spot, Johnson is teamed with ExtenZe driver Kevin Conway, who will be vying for NASCAR's Raybestos Rookie-of-the-Year. A few of the commercials humorously capitalize on the confusion between Jimmy Johnson and four-time Sprint Cup Champion Jimmie Johnson.

The newly named ExtenZe spokesman will be on hand at Daytona International Speedway on Sunday, Feb. 14, the day of the Daytona 500. Johnson will be there to announce an exciting new NASCAR-wide community relations program that ExtenZe will sponsor and to be Guest Crew Chief for the day, sitting atop the pit box, cheering on the ExtenZe sponsored No. #37 Ford.

"Jimmy Johnson is a true champion and leader, one of the most recognized and admired people in sports today. Among the reasons we selected him is that he knows how to push the limits in the pursuit of goals," said ExtenZe co-founder Robert Winter. "Jimmy adds a whole new dimension to our marketing as we continue to establish ExtenZe as a mainstream brand."

ExtenZe was the leading direct TV commercial on television in 2009, according to Infomercial Monitoring Service Inc. (IMS) rankings. ExtenZe is now in Wal-Mart, Walgreens, CVS, Rite Aid and GNC, and the product scored number one in sales in the Mineral Supplement category at retailers for the past three months, according to InfoScan Reviews.

"I believe in using every performance edge you have, as does ExtenZe," said Johnson. "ExtenZe theme is maximizing performance and I am pleased to be with a company that's the biggest in its market segment."

About Jimmy Johnson

Johnson's career loomed large over college and pro football. Marked by stellar achievements and an extraordinarily high standard of excellence at every level, Johnson was the first football coach to win both an NCAA Division 1A National Championship and a Super Bowl. He was only one of six men in NFL history to win back-to-back Super Bowls, the 1993 Super Bowl XXVII and 1994 Super Bowl XXVIII at the helm of the Dallas Cowboys.

Right from the beginning, Johnson was at the top of his game. He started out as a member of the 1964 National Championship football team at the University of Arkansas where he was an all-SWC defensive lineman for Hall of Fame coach Frank Broyles, and a teammate of future Dallas Cowboys owner Jerry Jones. His college teammate was Barry Switzer, who went on to University of Oklahoma to become one of the winningest coaches in college football.

Johnson began his own coaching career at Louisiana Tech University in 1965 as an assistant coach. In 1970, he became a defensive line coach alongside Switzer at Oklahoma. From there he returned to Arkansas in 1976, hoping to move up into Broyles' job at the head coach's retirement but it instead went to Lou Holtz. Johnson then became assistant coach at the University of Pittsburgh under Jackie Sherrill in 1977-78. Gaining his first head coaching position at Oklahoma State from 1979-1983, he rebuilt the team into a winner and a bowl champion, the 1983 Blue Bonnet Bowl.

The following year Johnson took the head coaching job at the University of Miami when Howard Schnellenberger decamped to the United States Football League after winning the national championship. But Johnson was a relative unknown to Miami fans and a surprise hire that at first caused consternation. But after a difficult 8-5 first season, Johnson hit his stride and the team headed into what was to become "The Decade of Dominance." In his first five years at Miami, Johnson compiled a 52-9 record, appeared in five New Year's Day bowl games, winning one national championship (1987) over rival Barry Switzer, and losing one to the Penn State Nittany Lions (1986). For two years during his tenure, Miami was undefeated in regular season play.

In 1989, Johnson's former University of Arkansas teammate Jimmy Jones came calling, offering Johnson the opportunity to replace Tom Landry who had coached the Dallas Cowboys since its inception. During his tenure from 1989-1993, Johnson made the Cowboys one of the most dominant teams in the NFL and helped turn the Cowboys into "America's Team." The only reason that Johnson did not go on to pursue a third consecutive Super Bowl victory was the animosity that had developed between he and the owner. They mutually agreed to split.

After two years in the broadcast booth as an analyst for Fox Sports, Johnson accepted the head coach's position at the Miami Dolphins from 1996-1999. He took the team to the playoffs three straight years, advancing the last two, but then retired and went back to broadcasting with FOX.

Today, he appears on both Fox NFL Sunday and the NFL Pre-game Show. In addition to his duties as an analyst, he writes a column for and occasionally takes a role on TV (most recent The Shield) or in the movies (The Waterboy). Born in Port Arthur, TX, Johnson now lives in South Florida.

About ExtenZe

ExtenZe is the best selling male enhancement product sold worldwide. It is a proprietary blend of pharmaceutical grade substances to make the perfect product for men. Laboratory tested and with no harmful side effects, ExtenZe is the most advanced product of its kind and it can work for men of any age. With more than a billion tablets sold, ExtenZe is now available at Wal-Mart, Walgreens, CVS, Rite Aid, GNC and most major stores. For more information go to

About Inter/Media Group of Companies

Inter/Media Advertising is a fully integrated $450-million advertising agency and media organization that uniquely blends direct response advertising with general market techniques. Founded in 1974 and recognized as a major force in the direct response advertising industry, Inter/Media also specializes in retail brand building and advertising support. Inter/Media's proprietary and precedent-setting lead/sales tracking system AccuTrak® provides clients with statistical data on the relationship between advertising spend and consumer response. The company is comprised of ten business units -- Inter/Media Advertising® (strategy, planning and research), Inter/Media Time Buying Corp® (offline media execution), Inter/Media Interactive (online planning, buying and creative), Mediapoint Network® (Performance-based advertising), Inter/Image Productions®, Inter/Post Productions® Editorial, InterQuantum, LLC (retail brokering, marketing consulting), InfoTech Development™ (advertising and media metrics technology), Inter/Media Properties™ and Bellatrix Media™. Bellatrix Media includes the American Target Network, which features unwired networks comprised of cable, broadcast TV, and radio media. For more information, go to

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Contact Information

    Jackie Lapin
    Media Relations Consulting
    (818) 707-1473
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