Valley homebuilder Fulton Homes is making a play for one of the year's top TV events by producing a 30-second commercial specifically for Sunday's Super Bowl XLVI. According to Fulton, the spot uses a tongue-and-cheek approach to promote a home trade-in program by depicting a man who unsuccessfully tried to trade in old shoes at a store. The ad was produced by knoodle, a Valley-based advertising and public relations agency.

Last year's Super Bowl drew an audience of more than 100 million, according to Nielsen research. Fulton estimates the Phoenix market alone will have about 1 million viewers.

"The Super Bowl is an ideal setting for our message," Fulton Homes CEO Douglas Fulton said in a news release. "If hundreds of thousands of people see our 30 second commercial, it is definitely money well spent."

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