DaimlerChrysler's Dodge Ram Super Bowl Spot Wins Second Annual LAMBardi Trophy

Sullivan Higdon & Sink Selects Commercial as Most Unsheeplike Super Bowl Spot

    KANSAS CITY, Mo., Jan. 26 -- It may not have been the
funniest or even the most expensive ad aired during this year's Super Bowl but
DaimlerChrysler's Dodge Ram "Beef Jerky" spot stood out and differentiated
itself from the other commercials shown during the game to make it good enough
to win the second annual LAMBardi Trophy.  The LAMBardi Trophy, awarded by
Kansas City based advertising and PR agency Sullivan Higdon & Sink (SHS),
honors the one Super Bowl spot that does the best job of being "unsheeplike"
-- standing apart from the flock of ads aired during the game.
    "Here's a commercial for a truck that differentiates itself not by pulling
a one-ton load, not by having steel beams or hay or dirt or other heavy stuff
dropped in its bed.  This spot stood out because it clearly positioned Dodge
Ram as the sports car of trucks.  While the industry standard is to simply
demonstrate strength, Dodge is selling both strength and speed.  Plus, the
'jerky' guy was pretty funny.  That's what made this spot stand out from the
flock and worthy of the LAMBardi Trophy," said SHS vice president and creative
director John January.
    "Our point is that you have to lead, you can't follow.  Ads content to
simply blend in with the flock are a huge waste of advertisers' money.  We are
happy to present DaimlerChrysler with the LAMBardi trophy for its ability to
rise above the flock on the ad world's biggest night of the year," added
January.
    In addition to the LAMBardi Trophy, DaimlerChrysler will also be awarded a
case of lamb chops for its unsheeplike spot.

    Other spots that deserve recognition for their unsheeplike ads include:

     *  H&R Block's Willie Nelson spot
     *  Anheuser-Busch's "Zebra referee" spot

    ABOUT SULLIVAN HIGDON & SINK
    Founded in 1971, SHS offers services that include advertising, marketing,
interactive and public relations.  The agency serves more than 20 clients,
including Cessna Aircraft Company, Rockwell Collins, Captain D's, UMB
Financial Corporation, the Kansas Health Foundation and Krispy Kreme
Doughnuts.  With 2001 capitalized billings of more than $106 million, SHS has
a total of 90 employees, with offices in Wichita and Kansas City.  The Wichita
office serves primarily business-to-business clients, and was named agency of
the year by both the Business Marketing Association and by Professional Pilot
magazine.  The Kansas City office handles largely national and regional
consumer accounts.  For more information about SHS, visit its Web site at
http://www.wehatesheep.com