The 60-second television advertisement that John Nuveen & Company of Chicago ran at the cost of $5 million during Super Bowl XXXIV, and again during post-game, drew mixed reviews from advertising critics and the general public.
Intended to inspire investors with the computer-generated sight of paralyzed actor Christopher Reeve getting up and walking out of his wheelchair at an awards ceremony, the ad carried the tag line, "Invest Well. Leave Your Mark. John Nuveen." The spot marked the beginning of a new creative campaign, called "Leave Your Mark," that Nuveen's advertising agency, Fallon McElligott of Minneapolis, has created for the fund complex.