the Super Bowl) containing hidden words that viewers could type into their phones to receive coupons. Other innovative efforts included their "MySpace Ted" campaign, which took advantage of the popularity of social networking, and the burgeoning user-submission marketing movement via their Vice President of Pizza contest. United Kingdom In 1996, as part of Pizza Hut's global advertising strategy using celebrities, Formula One driver Damon Hill and BBC motorsport commentator Murray Walker advertised the stuffed-crust pizza, which parodies Walker's extravagant style. Talk show host Jonathan Ross co-starred in an ad with American model Caprice Bourret. They advertised the new stuffed-crust pizza, with Jonathan Ross saying "stuffed cwust" due to his rhotacism. Following England's defeat to Germany on penalties in the semifinals of Euro '96, Gareth Southgate, Stuart Pearce, and Chris Waddle featured in an advertisement, which shows Southgate wearing a paper bag over his head in shame as his penalty miss allowed England to lose the shootout. Waddle and Pearce, who both missed in a shootout vs West Germany at World Cup '90, are ridiculing him, emphasizing the word "miss" at every opportunity. After Southgate finishes his pizza, he takes off his paper bag, heads for the door, and bangs his head against the wall. Pearce responds with, "this time he's hit the post". Russia In 1997, former Soviet Union leader Gorbachev starred in a Pizza Hut commercial with his granddaughter Anastasia Virganskaya to raise money for the Perestroyka Archives. The ad "obviously exploited the shock value of having a former world leader appear... [and] played on the fact that Gorbachev was far more popular outside Russia than inside it". It was filmed on a multi-million budget with a cinematic quality, including mounting cameras on the Kremlin and shutting down Red Square to get the establishing shots of the square, and dialogue entirely in Russian with English subtitles, to show Pizza Hut as a global brand compared to its American rivals. In recent years, Pizza Hut has had various celebrity spokespeople, including Jessica Simpson, the Muppets, and Damon Hill and Murray Walker. Pizza Hut paid for their logo to appear on a Russian Proton rocket in 2000, which launched the Russian Zvezda module. Pasta Hut On April 1, 2008, Pizza Hut in America sent emails to customers advertising their pasta items. The email (and similar advertising on the company's website) stated: "Pasta so good, we changed our name to Pasta Hut!"