Irvine, Calif. -
said Thursday that it will kick off its advertising campaign using pop star Beyonce Knowles-Carter as its national spokesperson in the company's spot airing during in-game coverage of Super Bowl XLIV on CBS.
Vizio said it will also be the exclusive HD sponsor of the CBS Super Bowl pre-game show, entitled "The Super Bowl Today Presented by Vizio."
Vizio said the 60-second BeyoncÃ© spot, which will air in the fourth quarter of the game, was created by Venables, Bell & Partners of San Francisco, and was directed by three-time Academy Award nominee for cinematography, Wally Pfister, best known for his work on "The Dark Knight" and "Batman Begins."
"Our new partnership with Beyonce along with this substantial presence during CBS's Super Bowl broadcast, demonstrate that Vizio isn't about to take its foot off the throttle," said Laynie Newsome, Vizio sales and marketing VP. "We may be the No.1 LCD HDTV company in America, but we continue to operate with the same passion and challenger-mindset' that has always driven us."
Vizio said its sponsorship includes opening and closing billboards as well as two additional 30-second spots that will air during the CBS pre-game show.
Vizio branding will also appear on the set and broadcast desk as well as Vizio HDTVs incorporated into the set design to provide background visuals.
This is the second year Vizio has had a presence during the Super Bowl broadcast.