The US Super Bowl television broadcast - the National Football League (NFL) championship game - featured many high profile television commercials, known as the Super Bowl ads . This phenomenon is the result of a very high viewing and wide demographics: the Super Bowl game is often one of the most watched TV shows in the United States, with Nielsen estimating that the Super Bowl XLIX in 2015 is seen by at least 114.4 million viewers in the United States, surpassing the Super Bowl the previous year as the highest rated television broadcast in US history. As such, advertisers typically use ads during the Super Bowl as a means of building awareness for their products and services amongst this vast audience, while also trying to generate buzz around the ad itself so that they can receive additional exposure, such as being viral video.
Super Bowl ads have become their own cultural phenomenon in addition to the game itself; many viewers only watch the game to see ads, national surveys (such as the USA Today the Super Bowl Ad Measurement) which ads bring the best audience responses, and CBS has been displaying annual specials since 2000 from game ads. Super Bowl ads have become icons and are renowned for their cinematographic qualities, uncertainty, surreal humor, and the use of special effects. The use of celebrity acting has also been common in Super Bowl ads. A number of major brands, including Budweiser, Coca-Cola, Doritos, GoDaddy, and Master Lock, have been known to make repeated appearances during the Super Bowl.
The importance of serving ads during the Super Bowl also brings a higher price: the 30-second average ad cost during the Super Bowl ranges from $ 37,500 in Super Bowl I, to about $ 2.2 million in Super Bowl XXXIV in 2000, and by Super Bowl XLIX by 2015, has doubled to about $ 4.5 million. Advertising costs during the Super Bowl have reached a point where some companies may not be able to recoup their costs of revenue generated. Some ads that aired during, or filed in the air during a game, also attract controversy because of the nature of their content.
Super Bowl ads are mostly limited to US game broadcasts. Complaints about the inability to see advertisements prevalent in Canada, where federal "simsub" regulations require pay-TV providers to replace program feeds from US broadcast stations with domestic feeds if they are broadcasted at the same time as Canadian broadcast stations. In 2016, the CRTC, the Canadian telecommunications regulator, enacted a policy to ban the use of the simsub during the Super Bowl, citing audience complaints and the belief that these ads were an "integral part" of the game; Super Bowl LI is the first game included in this policy. The NFL Canadian rights holder, Bell Media, challenged the policy in the federal appeals court, arguing that he violated the Broadcasting Act by choosing a special program for regulation, and devaluing his broadcasting rights for the match. The court, however, decided in December 2017 that the CRTC's actions made sense.
Video Super Bowl commercials
Benefits
Super Bowl games are often among the most watched US television broadcasts; The Super Bowl XLIX by 2015 sets an all-time record for audiences in the game, with an average of 114.4 million viewers according to Nielsen, surpassing the record set the previous year in Super Bowl XLVIII (112.2 million). Of the top twenty television shows in the United States by viewers, only one program - "Farewell, Farewell and Amen", the final series of 1983 from M * A * S * H ​​ - not the Super Bowl, ranked among the Super Bowl XLIII (98.7 million) and XLIV (106.6 million) with 106 million viewers. Broadcast games not only attract a large audience, but a diverse audience that includes many demographics and age groups, and women have accounted for at least 40% of Super Bowl viewers. Thus, serving ads during the Super Bowl can be useful for advertisers looking for audiences for their products and services.
Due to the overall buzz that surrounds them, the ads that aired during the Super Bowl receive additional games and exposure outside the game as well, such as during a news broadcast and a morning show. Since 2000, CBS has been broadcasting an annual special television before the game, Super Bowl Greatest Commercials, featuring Super Bowl ads from previous games, and in recent years, has allowed viewers to choose their favorites. A Super Bowl ad will be displayed during that time. Many viewers watch the Super Bowl solely for advertising: by 2015, Dish Network goes as far as allowing the "Primetime Anytime" and "AutoHop" features of Hopper's digital video recorder, which automatically captures primetime programs from the main network and trims advertisements from recordings, upside down and allows users to view Super Bowl recordings that jump over the game itself and only show ads.
The popularity of video sharing sites like YouTube has also allowed Super Bowl ads to become viral videos; To capitalize on this, more and more advertisers are choosing to post their ad previews, or even complete commercials, online before the game. An extraordinary example of this strategy took place at Super Bowl XLV: on February 2, 2011, four days before the game, Volkswagen posted its full version of Star Wars - meaning "The Force" ad on YouTube. On Sundays, ads have received more than 16 million views, and then become the most shared Super Bowl ads. Ironically, until the Super Bowl 50, the official Super Bowl online stream provided by US broadcasters does not include all advertisements from television broadcasts; on the Super Bowl XLIX, only 18 advertisers bought time ads in the NBC stream (although NBC posts all the ads on the Tumblr blog throughout the game). At Super Bowl 50, CBS mandates that every advertiser's purchase includes television and digital broadcasting, which means for the first time, the Super Bowl 50 online stream provided by CBS includes all national advertising from broadcast television.
Maps Super Bowl commercials
Cost
Due to a large potential audience, Super Bowl broadcasting networks may also charge a premium fee on advertising during the game. A thirty-second ad in Super Bowl I in 1967 cost US $ 37,500. Instead, the Super Bowl XLVI sets what then becomes a record for the Super Bowl ad price, selling 58 places (including longer than 30 seconds) during the game, earning $ 75 million USD for NBC; the most expensive ad sold for $ 5.84 million. Super Bowl XLVII and Super Bowl XLVIII both set an average 30-second ad cost for $ 4 million. Super Bowl XLIX, also broadcast by NBC, surpassed the record for a base price of $ 4.5 million.
The media executive projected that a 30-second advertising expense could exceed $ 5 million in Super Bowl 50, a CBS-confirmed number. The price will serve as a plateau for the next two games; Fox will match that number for the Super Bowl LI, and NBC will be a little bigger for the Super Bowl LII, although it never explicitly states what the base price is. Super Bowl LI too, for the first time in game history, featuring overtime games; four ads are broadcast between the end of the rules and the beginning of the game, including two previously seen in-game ads, and two ads sold for and also viewed during post-match events. Although Fox has negotiated the sale of advertising for overtime if it happens, it is unknown whether the network is charging a premium above the base cost. By comparison, Sunday Night Football , the primetime flagship game during the regular season, has an average cost of around $ 700,000 for 30 seconds of time. The average cost of 30-second ads during the Super Bowl increased by 87% between 2008 and 2017. However, $ 5 million per 30 seconds seems to have been a soft hat, as for the third year in a row, on the Super Bowl LII, it has cited as a rough cost per ad.
The high cost of buying advertising time, above the cost of commercial production itself, has raised marketers' concerns that an increase in sales that can result from Super Bowl advertising does not cover the cost of buying advertising time. Some advertisers, including Dr. Pepper Snapple Group, General Motors and Pepsi, opted to skip the Super Bowl recently due to the high cost of advertising - although Pepsi will be back in 2013, followed by GM in 2014. As an alternative at low cost, some advertisers have opted for buy advertising time during an extended pre-match gaming show (which, during the Super Bowl XLVIII, ranges from $ 100,000 to $ 2 million), or from individual network affiliates who broadcast it.
When the 2018 Winter Olympics marked the first time since 1992 that the Winter Olympics and Super Bowls were shown by the same network in a year, NBC offered advertisers the opportunity to buy a timetable for their ads that included the LII Super Bowl and the Olympics. NBC stated that it would allow advertisers to amortize their spending through additional games during the Games.
Famous Super Bowl Ads
Many Super Bowl ads have become icons and are renowned for their quality, uncertainty, humor, and the use of their special effects. In recent years, advertisers are also trying to stand out from others by producing ads with cinematographic quality, and ads that channel emotions and real-world issues. The use of celebrity acting has also been common in Super Bowl ads, ranging from unknown personalities, to unexpected celebrity combinations, such as the 2007 CBS network promo for the Late Show featuring David Letterman and Oprah Winfrey - Letterman had a conflict by following a joke directed at him during the 67th Academy Awards, and the 2010 sequel which also included Jay Leno (who is scheduled to return to his rival, The Tonight Show), following a conflict published between NBC and Conan O 'Brien).
A number of brands, including Budweiser, Coca-Cola, and Master Lock, have been known for appearing as advertisers during the Super Bowl.
Initial advertising
Some famous ads aired during Super Bowl games during the 1970s. In an advertisement during Super Bowl IV in 1970, the Chicago midfielder Dick Butkus supported Prestone, the antifreeze brand, stating the tagline, "Because plugging a hole is my business." This ad marks the first successful celebrity endorsement in Super Bowl advertising. In 1973, the Noxzema lotion brand aired an advertisement starring Farrah Fawcett and quarterback Joe Namath, which featured Namath literally "shaved" by Fawcett. Later in the decade, Fawcett will become better known for his role in the television series Charlie's Angels.
At Super Bowl XI in 1977, Xerox aired an ad titled "Monks"; starring Jack Eagle as Brother Dominic - a bhikkhu finds that he can make a copy of the manuscript using a new Xerox copier. The ad was so well received that Brother Dominic became Xerox's mascot for years afterward. Xerox aired a new version of "Monks" in January 2017 (though not as a Super Bowl ad), which updated the original advertising premise to showcase the company's modern products. CEO of Y & amp; R New York Leslie Sims described "Monks" as being "the first viral ad", explaining that it was "the first advertisement that made people ask to see it again on TV".
Master Lock: "Tough Under Fire"
Among the most prominent of the campaigns during the initial Super Bowl game were Master Lock's. In 1965, the company first launched a television advertisement showing the strength of the padlock, prompting someone to shoot him with a pistol in an attempt to break through. The campaign was withdrawn after the company's advertising director, Edson F. Allen, realized that the action could be replicated by those unsure of its commercial authenticity. In the 1970s, Allen discussed the possibility of reviving the concept, but using a gun rather than a gun to make it harder to imitate. The resulting ad will premiere in 1974 during the Super Bowl VIII; Despite concerns by Master Lock staff and their agent, Campbell Mithun, for the content of the ads, the ads were well received by the general public.
When Cramer-Krasselt took over as Master Lock's agent at the end of the year, the company decided to make arms advertising a tradition, and began producing new ads that were themed around the concept (including those skeptical from the previous edition of the ad, and one featuring company clients major company) for the future Super Bowl over the next decade (other than brief hiatus in 1986 and 1987), and early 1990s. Allen went as far as describing the ads as "events" that continued to attract the media's attention after the game. Super Bowl ads help increase Master Lock's market share; from 1973 to 1994, sales increased from $ 35 million per year to $ 200 million per year. The annual Super Bowl Master Lock ad contributes almost all of the company's annual advertising budget.
Coca-Cola
At Super Bowl XIV in 1980, Coca-Cola aired an ad known as "Hey Kid, Catch!", Featuring the Pittsburgh Steelers All-Pro defensive defender "Mean Joe" Greene was offered Coca-Cola by a young fan - played by Tommy Okon, drinking it in one gulp, and throwing the children in a uniform that he wore as payment. The commercial was filmed in 1979 and aired in October, but received no major attention until it aired during the Super Bowl XIV. "Hey, kid, catch!" became one of Greene's most famous roles; the ad will win the Clio Award, spawned a movie made for TV on NBC titled The Steeler and Pittsburgh Kid , and remade for other markets with local athletes. In the 2011 poll by Advertising Age , readers named "Hey Kid, Catch!" as the best Super Bowl ad of all time.
This ad is also the subject of parody in the television series, such as The Simpsons , and in other ads. At Super Bowl XLIII in 2009, Coca-Cola aired an advertising parody for the Coca-Cola Zero brand starring Safety Steelers Troy Polamalu. Continuing ongoing themes in Coke Zero promotion, the ad was distracted by the "Coca-Cola brand manager" who accused Polamalu of "stealing" their ads; in response, Polamalu handles it and tears off his clothes to give to the boy. In 2012, Procter & amp; Gamble shows a parody of an ad called "Stinky". The ad sees Greene repeating her role, but keeps young fans throwing Downy Unstoppables's downfitters to Greene instead of Coca-Cola, and the fan rejects her shirt for smelling. In 2016, Joe Greene reunited with Okon as part of the segment for CBS's special CBS Special Super Bowl's .
Coca-Cola also uses Super Bowl for other campaigns: in 2009, the company aired new ads as part of its recently-introduced Open Happiness campaign. In 2014, the company aired the "It's Beautiful" themed multicultural advertisement, featuring scenes of racially and ethnically diverse Americans, including first-person couples featured in Super Bowl commercials. However, the advertisement invites controversy because of the use of the "America the Beautiful" multilingual translation as its soundtrack. In 2015, the company displayed an ad titled "#makeithappy"; with the theme of cyberbullying, this ad displays a negative comment directed at a teenager who turned into a positive message after a technician accidentally spilled a bottle of Coca-Cola on the server. Macintosh: "Macintosh: 1984" '> Macintosh: "1984"
The first ad was shown nationwide during the Super Bowl XVIII. Because the agency wanted "1984" to qualify for the industry award that year, which was only open for advertisements aired during 1983, the premiere of low profile premises from the ads took place at Twin Falls, Idaho station KMVT on December 31, 1983 shortly before midnight. Apple sought to follow-up "1984" the following year with a new ad titled "Lemmings", to promote the Macintosh Office system. The ad, which featured blind-faced businessmen walking along the cliffside in unison, was criticized for the "dark" theme and the exaggerated premise. Instead, "Lemmings" has been considered one of the worst TV commercials.
Budweiser
The Budweiser brand beer has long been a Super Bowl fixture. Its parent company, Anheuser-Busch, entered into a long-term contract with the NFL allowing it to buy several airline time slots from the game announcer each year at sharp discounts, a contract run through the Super Bowl 50; the company continues to buy multiple ads in each game. Budweiser runs several ad campaigns in every game, one of which traditionally features his mascot, Budweiser Clydesdales. Clydesdales is included in at least one Super Bowl ad each year from Super Bowl IX in 1975 through the Super Bowl LI in 2017. Budweiser's parent company, Anheuser-Busch has been the most successful advertiser in the annual Super Bowl Advertising Meter survey hosted by USA Today , after the first completion of the survey fourteen times. When USA Today held an "All-Measuring Ad" bracket tournament in 2014, two Budweiser ads met in the final; the winner was a 2008 ad spoofing Rocky, who opposed the 1999 ad "Separated at Birth", featuring a pair of Dalmatian puppies given to two separate owners, but eventually met again after one became a mascot dog in train Clydesdales.
By 2015, Budweiser has won the survey thirteen times in fifteen years; the 2013 ad entitled "Brotherhood" focuses on the emotional reunion and relation of clydesdale with its original coach three years after going on to become Budweiser Clydesdale. Prior to the game, Budweiser also invited users to vote via Twitter on behalf of the new foal to be featured in the ad. The 2014 ad, entitled "Puppy Love" features a similar reunion between the adopted dog and the other Clydesdale Budweiser. His last victory and the third in a row, "Lost Dog" 2015, featured a dog rescued from wolves by Clydesdales.
In 2017, Budweiser broadcasts "Born the Hard Way", an ad dramatizing Anheuser-Busch, the founder of Adolphus Busch emigration to the United States from Germany to establish the company. The advertisement invited controversy among US supporters of Donald Trump for being pro-immigration, behind the executive order issued by Trump which briefly restricted entry into the country by residents from some countries with a dominant Muslim population. Boycott attempts also emerged among Trump supporters. Anheuser-Busch denied that the advertisement was meant to be a political message, having been produced for the past year, and it was intended to "highlight the ambitions of our founder, Adolphus Busch, and his unceasing pursuit of America. Blocking short appearances, Clydesdales are not displayed clearly during the ads. However, Budweiser's social media channel promotes "ClydesdaleCam", a direct stream of Facebook Clydesdales who watch the game in a stable state and wait to see their cameo.
In 2018, Budweiser broadcasts "Stand by You", an advertisement that records Anheuser-Busch disaster relief program to distribute drinking water cans from a brewery in Cartersville, Georgia. The Clydesdales, once again, is underestimated from its television venues, with the brewery only showing a 5 second bumper in the second quarter to promote ClydesdaleCam streaming events. However, Clydesdales is featured in several digitally-oriented escort campaigns alongside the game, including ClydesdaleCam, the second web-exclusive ad entitled "Birth Country", as well as a Snapchat themed filter.
Budweiser has introduced another campaign during the Super Bowl as well. During the Super Bowl XXIII, Budweiser aired a series of ad series known as the Bud Bowl featuring football matches between moving-beer beer bottles representing Budweiser and Bud Light, with comments by Bob Costas and Paul Maguire. Prove popular, Bud Bowl will be back at the next Super Bowl; it becomes so popular that some viewers actually bet on the results of the
Anheuser-Busch has served ads for other brewers during the game with Budweiser, such as Budweiser Black Crown, and Sapphire Beck. At Super Bowl LI, the company relaunches Busch, and broadcasts Bud Light ads featuring the ghost of his former dog mascot, Spuds MacKenzie.
Chrysler
Chrysler, and marques its parent company Fiat Chrysler Automobiles, have made repeated appearances during the Super Bowl. From 2011 to 2014, Chrysler became famous for running several well-known ads; at Super Bowl XLV, Chrysler aired a two-minute advertisement entitled "Born of Fire" to launch Chrysler 200 and a new corporate slogan "Imported from Detroit". The ad features scenes depicting the history and revitalization of Detroit, as well as local rapper Eminem and his song "Lose Yourself". The ad was recognized critically, and won the Creative Emmy Award for "Best Commercial" in 2011.
During Super Bowl XLVI, Chrysler broadcast "Halftime in America", a two minute long ad directed by David Gordon Green, written by poet Matthew Dickman and narrated by actor Clint Eastwood. The advertisement narrates the automotive industry crisis in 2008-10, which is set to a scene that shows Americans desperate, but then with hope. Ad narrative equates the emergence of the crisis until the second half of a football game, explaining that "All that matters now is what lies ahead: how do we come from behind? How can we be together? And how do we win? Detroit shows us it can be done And what is true about them is true of us all.The country can not be beaten with a single blow.We rise again, and when we do the world will hear our engine roar. "The ad was widely viewed online after the game, received more than 4 million views on YouTube in 36 hours, but also attracted controversy because of its political tone.
Super Bowl XLVII features an ad for Ram Trucks, who adapted Paul Harvey's 1978 speech "So God Made a Farmer." During the Super Bowl 50, the company focused exclusively on the Jeep SUV brand. At Super Bowl LI, the company also focuses exclusively on Alfa Romeo, as part of a campaign to relaunch its Fiat brand in the United States. Super Bowl LII features two Ram Trucks ads, the last featuring extracts from a 1968 speech by Martin Luther King Jr.., as well as three Jeep commercials.
Dot-com Super Bowl
Super Bowl XXXIV (2000) became famous for displaying a large number of ads from dot-com companies, to the point that critics call it "Dot-com Super Bowl". With a 30-second ad costing about $ 2.2 million, 20% of the commercial time sold into the dot-com company was $ 44 million out of the $ 130 million spent in total on Super Bowl commercials that year. Regardless of their aspirations and the increase in traffic they receive from advertising, all advertised publicly listed companies see their shares plummet after the game when the dot-com bubble begins to rapidly deflate. Some companies advertised during the game - including Epidemic Marketing and Pets.com, are dead by the end of the year, and in Super Bowl XXXV, only three dot-com companies - E-Trade, HotJobs and Monster.com - are advertised during the game.
Dot-com ads broadcasted during the game include "If You Leave Me Now", an advertisement for Pets.com that introduced the iconic mascot of the website's iconic socks website, "the worst commercial on the Super Bowl" proclaimed by LifeMinder.com that it consists only of text description in yellow background with "Chopsticks" playing in the background, and "Monkey" - E-Trade ads that make no sense that monkey dance to "La Cucaracha", and tagline "Well, we only spend $ 2,000,000 What do you do with your money? "The Electronic Data System also shows ads during a game featuring cowboys that herded cats rather than cows.
Doritos
In 2006, Doritos began holding a campaign known as Crash the Super Bowl , asking viewers to film their own Doritos ads for possible broadcast during the game. At Super Bowl XLIII in 2009, an additional bonus prize of $ 1 million was added if one of the winning entries was named # 1 on the Super Bowl Advertising Meter survey results; Doritos will reach # 1 on the survey that year with an ad titled "Free Doritos", created by Joe and Dave Herbert from Batesville, Indiana. The ad features an office worker who is trying to fulfill the prediction that he will receive a free Doritos by destroying the vending machine with a crystal ball.
The following year, additional prizes of $ 600,000 and $ 400,000 were added to reach second and third places in the poll, plus an additional bonus of $ 1 million for each if three of the ads were to sweep the top three. Finalist 2010, "UnderDog", reached second place in the poll.
Another user-submitted Doritos ad, "The Cowboy Kid", finished second in the Ad Meter survey in 2014, winning $ 50,000. The contest itself was won by "Time Machine"; created by Ryan Thomas Andersen of Arizona and produced with a budget of just $ 300, the ad featured his son tricking his neighbors to give him a Doritos bag by claiming that he had built a time machine that was triggered by them. To win the contest, Anderson received $ 1 million and a chance to work on the set during the Avengers film production: Age of Ultron.
GoDaddy
The domain registrars and GoDaddy web hosting companies are famous for producing Super Bowl ads featuring women spokesmen dubbed "GoDaddy Girls", such as professional Danica Patrick driver, and for the 2011 ad, comedian Joan Rivers. Many of the company's Super Bowl commercials were allegedly rejected by broadcasters because of their intoxicating subject matter, which led to GoDaddy instead showing "teaser" ads during a game that instructed viewers to watch an uncensored ad version on their website.
The company's first appearance at Super Bowl XXXIX parodied the "wardrobe malfunction" that occurred at a part-time event last year, featuring a woman who testified to Congress about why GoDaddy wanted to advertise during the game, but his top tank ropes off. The ad is scheduled to run twice, but both views are withdrawn in response to concerns by Fox and NFL over its content. The following year at Super Bowl XL, thirteen ad concepts were rejected by ABC because of their content. In 2008, GoDaddy's ad titled "Expose" was rejected by Fox for using the word "beaver" as a double meaning. In turn, ads are replaced with one ad availability ad on GoDaddy's website, attracting two million visits. In October 2013, GoDaddy chief marketing officer Barb Rechterman announced that the company would no longer generate provocative ads during the Super Bowl, explaining that "our brand new Super Bowl ad will make it clear what we do and who we stand for. change our approach, but as we always say, we do not care what critics think we are all about our customers. "
GoDaddy's ad in 2015, "Journey Home", is controversial for a different reason: it features puppies that return to their owners after a fall from a pickup truck, only to find out that it has been sold to the new owner using a website created with Come on Dad. The ad was criticized by animal rights groups, who feel that it implies the support of commercial dog breeding factories. GoDaddy quickly attracted ads to respond to controversy; GoDaddy CEO, Blake Irving, explains that ad humor "clearly misses the mark". PETA partially praised the advertisement for portraying the seller as a "heartless jerk" but explaining that "Animal sales online and from pet stores and breeders should be condemned, and that is today." Godaddy did the right thing quickly promoting adoption.
"Large Business Small Game"
As a by-product of the increased cost of advertising time at the Super Bowl, Intuit's financial software company debuted at Super Bowl XLVIII by holding a promotion known as "Small Business Big Game", in which small businesses with "inspirational" stories compete for the opportunity to earn advertising during the Super Bowl is funded by Intuit, as decided by the voice of the user. Company CEO Brad D. Smith explains that promotion is an extension of the company's goal to improve financial life "in ways you never imagined going back to," while Ken Wach, senior marketing vice president for Intuit Small Business Group, explains that " Budweiser ads or Chevy ads, so it's about putting small businesses on the national stage and lighting them up as economic heroes. "
The 2014 edition winner is GoldieBlox, a toy company focusing on promoting engineering machines to young girls. While the campaign was a success for the winner, resulting in prominent improvements and sales, Wach felt that Intuit could not "keep as much momentum as we wanted". At Super Bowl XLIX, Intuit does not hold promotions, but still serves ads for its own TurboTax product. The contest is back in 2015 for the Super Bowl 50, and won by Death Wish Coffee.
"I'm going to Disney World!"
Disney Parks is known for the Super Bowl-related advertising campaign called "What's Next?", But it's better known as "I'm going to Disney World!". This ad displays players from the winning team (usually MVP) who respond with an eponymous statement after being asked what they will do after the game. This ad usually premieres on the day after the Super Bowl. The series began following Super Bowl XXI, and first featured Phil Simms of the New York Giants. Disney is reportedly offering a $ 30,000 player if they participate in commercial and visit Disney parks (usually Disney World or Disneyland) afterwards, and have extended campaigns to fight for players in other sports. At Super Bowl XL, Disney aired a campaign-themed in-game commercial featuring players from Pittsburgh Steelers and Seattle Seahawks who trained the line if they won.
Local ads during Super Bowl
To avoid the high cost of getting national advertising time, or to broadcast more regional campaigns, some advertisers choose to buy local advertising time from individual network affiliates that air a Super Bowl, such as Church of Scientology - which buys local advertising time in big city markets like New York City in 2014, and Bank of Montreal to promote the branch of Bank BMO Harris. In 2012, Old Milwaukee broadcasts Super Bowl ads starring Will Ferrell; as an extension of the regional beer campaign with actors, the ads only aired in the North Platte city of Nebraska.
In 2014, some well known local ads are broadcast. The Utah Transportation Department uses this game to broadcast public service announcements about the use of seat belts for the Zero Fatalities campaign, which features the depiction of a child who died in an overturned accident because he did not use a seat belt. In Savannah, Georgia, a local injured personal injury lawyer Jamie Casino broadcasts a two-minute ad on WTGS, featuring a stylish retweet telling how he stopped representing "cold-hearted criminals" to avenge Labor Day 2012 shooting at his brother's death. Michael Biancosino, and Emily Pickels, after subsequent remarks by former police chief Willie Lovett who claimed that there were "no innocent victims", culminating with the Casino digging graves with big hammers. The ad became viral after the game, with The Independent calling it "the most imaginable Super Bowl metal ads imaginable." Tribune Broadcasting uses local time on its Fox affiliates to broadcast an extended promo for Salem , the upcoming series on WGN America's sister cable network.
In 2015, Newcastle Brown Ale bought time at the local NBC station to show the ad, in commenting on the high cost of the time of the national Super Bowl ad, containing plugs for 37 other products and companies he had recruited in the crowdfunding campaign. In Savannah, Georgia, Jamie Casino shows its sequel ad 2014 that focuses on the "bully" he has encountered throughout his life.
By 2016, St. Lawyers Louis Terry Crouppen broadcast a local ad in which he criticized Stan Kroenke for his decision to put St. Louis Rams to Los Angeles.
By 2017, some Canadian companies buy local advertising time from Fox affiliates brought in the country, taking advantage of the new regulatory policy that makes the Super Bowl available directly from US stations through local television providers for the first time.
In 2018, rock musician Alice Cooper appeared in a local ad for Credit Credit Credit Union, which plays the band's song "School's Out" to promote the re-branding of the Desert Schools Federal Credit Union. Jamie Casino also returns with a new ad. A local Subaru dealer in Muskegon, Michigan runs a simple ad containing only the dealer's logo, and the "Congratulations Patriots!" Message, despite the fact that the game was won by the Philadelphia Eagles. Dealers acknowledge that the advertisement is a "last minute calculated risk" and based on opportunities that benefit the team.
The controversial Super Bowl ad
A number of Super Bowl ads have been deemed controversial by viewers and critics, or even blocked directly by the department's Standards and Practice networks, due to concerns surrounding their content. Political ads and most direct forms of problem-related ads are not usually broadcast during the Super Bowl due to the same time rules or other factors, while the NFL prohibits advertisements for gambling, liquor and illicit substance from views during any of its views. Just For Feet: "Kenya Mission"
At Super Bowl XXXIII, the Just For Feet shoe retailer aired his first Super Bowl ad. In advertisements, a Kenyan runner is barefooted by a group of Caucasian men in the Humvee. Runners offer water mixed with drugs that make her faint; when he wakes up, runners discover that people have given him Nike shoes. Runners reject shoes and try to release them while running away.
The ad was heavily criticized for its insulting premises; Bob Garfield described the advertisement as "neo-colonialist," "cultural imperialist," and "possibly racist," while Chuck McBride, Nike's creative agency director, Wieden Kennedy, stated that he "could not believe they had done this." Just For Feet has spent $ 7 million on advertising, including $ 1.7 million for the time, and the rest for production and promotion costs. Despite concerns about its content, Just For Feet relies on the expertise of the hired agency, Saatchi & amp; Saatchi, because they make sure that the ads are their best work. Just For The Foot Of The CEO Harold Ruttenberg explains to the Salon that we are taking the ads.We give more than $ 1 million of product Then the ads run And you will not believe the flood of comments made about this I can not sleep for a whole month, and it's all because these guys say they know everything. "
Just For Feet filed a $ 10 million lawsuit against Saatchi & amp; Saatchi for malpractice, alleging that the agency damages reputation and goodwill through "unacceptable and surprisingly unprofessional performance," which goes "contrary to the deepest principles of Just for Feet, who always seek to promote racial harmony, find racism disgusting, and condemning drug use. "Only for Feet submitted for Chapter 11 bankruptcy in November 1999, and the lawsuit was canceled. Later it was discovered that the company had been involved in accounting fraud. General Motors: "Robots"
Focus on pro-life family ads At Super Bowl XLIV, a non-profit evangelical organization, Focus on the Family aired an ad featuring Gators midfielder Tim Tebow and his mother Pam. Before conceiving with Tim, and while serving as a Baptist missionary in the Philippines, Pam had suffered amoebic dysentery and had a coma. She finds her pregnant while recovering. Because the drug used to treat it, the fetus has severe placental abruption. The doctor expects the baby to be stillborn and recommends an abortion. Tebow decides to oppose it, on the grounds of their strong faith. In the ad, Pam describes Tim as a "miracle baby" who "barely made it into the world", and commented that "with all our families we have been through, we must be tough" - after which he was overcome by the Team. The ad itself does not refer to abortion or Christianity, and directs viewers to the organization's website.
Ads that were then invisibly attracted criticism from some women's rights groups, who asked CBS to withdraw ads because they felt it would be divisive. Planned Parenthood released a video response from its own NFL player featuring Sean James. The claim that the Tebow family chose not to have an abortion was also widely criticized; because abortion is illegal in the Philippines, critics feel that it does not make sense that doctors would recommend the procedure in the first place. CBS's decision to run ads was also criticized for deviating from previous policies to reject issues and advocacy-based advertising during the Super Bowl, including those left-leaned or perceived left groups such as PETA, MoveOn.org and United Church of Christ (who wanted to run ads that is a pro-same-sex marriage). However, CBS stated that "we have for some time moderated our approach to advocacy submissions after it became clear that our attitude does not reflect public sentiment or industry norms on this issue." Ashley Madison and ManCrunch
Ashley Madison and ManCrunch
Avid Life Media, the operator of an online dating service, already has two Super Bowl ads that are denied by the broadcaster. In 2009, NBC rejected advertisements for dating site out of wedlock Ashley Madison, featuring the tagline "Who Are You Doing After the Game?", From appearing during Super Bowl XLIII. Avid Life Media CEO Noel Biderman feels the rejection is "ridiculous", by showing a double standard that allows advertisements for alcoholic drinks to air during an NFL game even though the number of deaths is attributed to them. Biderman considers the NFL demographic as the core audience of the site, and promises to "find a way to tell them about the existence of this service."
The following year at Super Bowl XLIV, the ad for the sister site Ashley Madison, ManCrunch - a dating site for homosexual relationships - was rejected by CBS. The ad featured two male soccer fans reaching the same bowl of chips, and after a brief pause, a kiss of excitement and humping dry to each other, greatly surprised the presence of another man. Company spokeswoman Elissa Buchter considers the refusal to be discriminated, arguing that CBS will not object to the advertisement featuring a kiss between a man and a woman, and admits often aired ads for erectile dysfunction drugs on US television as a double standard. Fellow spokesman Dominic Friesen stated that the company was "deeply disappointed" by CBS's decision, noting that the network had allowed the Focus on the Family ad to air during the game. A New York Post writer feels that their ad "is no longer lively than almost any beer commercial not starring Budweiser Clydesdales".
Avid Life is also accused of ambushing marketing by critics, who argue that the company is deliberately sending ads that will be denied by the broadcaster and receiving free publicity from the next controversy, thus eliminating the need to actually buy advertising time during the game. However, the company rejects these claims, and indicates that they have a serious intention to buy advertising time during the game if their ads are accepted. In an article posted after security breach of 2015 Ashley Madison, former CBS & amp; employee practices state that the ManCrunch ad has actually been rejected due to the use of the NFL trademark, and not because of its content.
MAP
Animal rights activist organization The People for the Ethical Treatment of Animals, known for its lewd and shocking publicity acts, has routinely submitted rejected Super Bowl ads. Most ads are explicitly sexual. In 2018, PETA filed a blasphemous ad, with a priest (played by James Cromwell) telling meat industry executives that he was inexcusable for the sins that PETA claimed to be a deceptive ad, even if he admitted it. NBC declared its willingness to broadcast a 2018 ad on condition that the organization would purchase additional advertising during the 2018 Winter Olympics, which would double the price; PETA rejected and accused the price network of gigging.
Randall Terry's anti-abortion ad
In 2012, Randall Terry attempted to use the provisions in the Federal Communications Commission's policy of "reasonable access" to local advertising time for political candidates within 45 days of election or major, to force several NBC stations to broadcast graphic anti-abortion attack ads during the Super Bowl XLVI featuring a picture of a blood-covered fetus. Following a complaint by NBC's Chicago-owned station, the FCC decided that Terry could not expect reasonable access to advertising time during the Super Bowl due to the size of the show and limited local advertising time available. In addition, it was also found that Terry did not show enough evidence that he was a bona fide candidate who was eligible to receive advertising time in the first place.
Chrysler: "First Round in America" ​​
The Super Bowl XLVI Chrysler's "Halftime in America" ​​advertisement is controversial because of its political tone, especially since it was ahead of the 2012 US presidential election. Critics interpreted the advertisements as supporters of Barack Obama's re-election, due to his support of the George W. bailout. Bush of Chrysler while acting as Democratic senator, and that the metaphor of "part time in America" ​​also symbolizes Obama's performance. the first four-year term as president enters a re-election campaign. Also note that Eastwood has made a statement against the bailout in 2011, has stated that he "can not remember ever casting votes for Democratic presidential nominees", and that he was Republican supporter John McCain during the 2008 campaign; Eastwood will then appear as a surprise guest at the 2012 Republican National Convention to support candidate Mitt Romney, speaking of an empty seat intended to represent Obama.
SodaStream
In 2013, SodaStream sends a Super Bowl ad directed by Alex Bogusky, featuring a pair of Coca-Cola and Pepsi senders who find their bottles explode and disappear when others use SodaStream to make their own drinks; represents a disruption of the soft drink market. The ad was rejected by CBS due to a direct attack on two of its rival companies. A Forbes writer expressed concern that the network may have deliberately demonstrated protectionism against two soft drink companies (who have long been Super Bowl advertisers), and draw comparisons to the recent incidents in which the CBS-Site CNET's proprietary technology news is controversially forced by its parent company to block Hopper Dish Network with its Sling digital video recorder from being considered Best in Show at CES 2013 because the broadcaster is in active litigation over the automated commercial skipping feature on the device.
The older SodaStream ads are displayed in place, which also show pop bottles exploding in the same way, but without direct reference to other brands; ironically, this particular advertisement has been banned in the United Kingdom by Clearcast because it is considered "pollution of the bottled drink market."
Another SodaStream ad featuring Scarlett Johansson was produced for and aired during Super Bowl XLVIII in 2014; the rejection should be from the initial version to contain the lines "Sorry, Coke and Pepsi" overshadowed by the increasing controversy surrounding the company's use of a plant located in Israeli settlements in the West Bank.
Coca-Cola: "Very Beautiful"
In 2014, Coca-Cola aired a Super Bowl ad titled "It's Beautiful"; themed around multiculturalism, the ad features scenes depicting Americans of various ethnicities, along with same-sex couples - first appearing in Super Bowl ads, set to perform "America The Beautiful" praise songs with lyrics sung in multiple languages.
The ads are divisive, with users taking to Twitter under the "#SpeakAmerican" tag to discuss their views and opinions about their content: people who oppose ads argue that according to the principle of pot smelting, Coca-Cola should not use a language other than English , the most common language in the country, to promote its products to ethnic minorities, and former Congressman Allen West states that "If we can not be proud enough as a country to sing 'America the Beautiful' in English in an ad for Super Bowl, by a company as an American when they come - woe we are on the road to destruction. "In contrast, others praise the ad to celebrate the diversity of Americans. Guardian writer Jill Filipovic notes that companies have increasingly targeted minorities, such as Latin Americans (who are more likely to be heavy drinkers of soft drinks because of their low cost) and draw comparisons for the marketing of cigarettes for women, but that " before we praise the diversity of Coke ads, we should ask: do we really want Coke to diversify? "
The ad was aired before kickoff in Super Bowl LI, raising similar criticism.
National Insurance: "Boy"
At Super Bowl XLIX in 2015, after eight years of absence, National Insurance returned to the game with two new ads. The second of these advertisements, "Boy" (also often referred to as "Make Safe Happen"), featured a child who explained that he could not grow because he was dead - followed by a scene from an overflowing bath tub (implying drowning)), spilled cleaning products (implies poisoning), and the television fell off the wall. The ad is meant to promote Nationwide Make Safe Happen child protection campaign; operated in partnership with Safe Kids USA and Nationwide Children's Hospital, is aimed at attracting awareness of the deaths caused by preventable home accidents.
Viewers and critics acknowledge that the subject of "Boy" is a major contrast to other ads, optimistic and comedic ads during Super Bowl XLIX (including the second Nationwide ad, "Invisible Mindy"). The acceptance of the advertisement was very negative; viewers criticize the company through social media because of its decision to broadcast advertising related to the material during the Super Bowl, Amobee estimates only 12% reaction to positive Twitter ads, and its rankings are near the bottom of the USA Today Advertisement. CMO Nationwide Matthew Jauchius defended the ad, noting that the negative responses were "slightly stronger than we expected", and that "Boy" was meant to "initiate dialogue to make safety happen for children everywhere." Jauchius then exits Nationwide two months after the advertisement airs.
84 Lumber: "The Journey"
Wood supplier company 84 Wood debuted at Super Bowl LI with "The Journey"; the ad depicts a mother and daughter migrating from Mexico to the US border, only to find that the wall has been built on it. However, after her daughter presented a handmade version of the US flag she made with pieces of cloth collected along the way, the two found a giant door on the wall. The end of the ad is accompanied by the tagline "The desire to succeed is always welcome here."
The original version of the ad was rejected by Fox, as they believed the borderline image was too politically sensitive after the election of Donald Trump as president, whose campaign promise included plans to build walls across borders. The company agency stated that it was meant to present the edited version of the advertisement during the game, and promoted the full ad, almost 6 minutes, streamed on Lumber's 84 website. The company reported that its website received a total of over 6 million visits within an hour of viewing, and received more than 300,000 requests within a minute after the ads were aired, causing them to crash.
GNC: "Courage to Change"
On January 31, 2017, it was reported that the ads for the GNC health store chain had been rejected by the NFL for broadcasting during Super Bowl LI. The advertisement was rejected due to the company's entry into the "forbidden" list issued by the NFL Players Association; a small number of GNC products contain DHEA and Synephrine, which are performance enhancers prohibited by NFLs. Inclusion in this list prohibits NFL players from promoting or supporting the company. The NFL policy does not permit advertisements for "dietary supplements or nutrients containing ingredients other than vitamins and minerals, energy drinks, or illicit substances". Ads for health stores are not prohibited, provided they do not reference the product. GNC ads display motivational themes as part of a larger "Courage for Change" marketing campaign, and make no reference to a particular product sold by the chain.
On February 2, 2017, it was reported that the GNC threatened to sue Fox for the rejection. Letter of intent states that GNC commercial content has been "unanimously approved" twice by Fox, and that announcers do not notify GNC that ads broadcast during the Super Bowl are subject to approval by the NFL or any league policy. The company stated that Fox had "persuaded GNC to spend millions of dollars in production costs and in the development of a coordinated national marketing and rebranding campaign centered around this ad."
Ram Trucks: "Built to Serve"
In 2018 at Super Bowl LII, Fiat Chrysler Automobiles marque Ram Trucks aired an ad entitled "Built to Serve", as one of two Ram commercials during the game. It features extracts from the "Drum Major Instinct" sermon given by Martin Luther King Jr. on February 4, 1968 (exactly 50 years earlier), in which the King explained the merits of serving others. The speech, in turn, is set to record people using their Ram vehicle to help others.
The ad was heavily criticized, as viewers regarded it as a bad taste for the FCA to use Martin Luther King's words to promote a product. It is shown that, ironically, King has made a comment criticizing the advertising industry in the exact same sermon. He described the advertiser as a "man with a verbal persuasion", explaining that "to be a different person, you have to drink this whiskey.To make your neighbors feel jealous, you have to drive this type of car.To be beautiful to love you must wear this kind of lipstick or perfume, and you know, before you know it, you just buy those things. "William B. Wachtel, one of the founders of the Drum Major Institute, stated that" In irony, one specific crime is condemned Dr. King is the main exploit of gutang instincts by advertisers, especially car advertisers. " Current Affairs posted a parody of the ad on YouTube, where the original audio is too much with this part of speech.
Speech use is approved by Intellectual Property Rights Management, the King's exclusive commercial license. An organization representative stated that they approved the advertisement because the message as a whole "embodies Dr. King's philosophy that true greatness is achieved by serving others." Although the King Center distance itself from advertising by stating that it is not responsible for its licensing, it indicates that Intellectual Property Rights Management is based on the facilities of the King's Center to begin, and thus has a close family relationship. Los Angeles Times columnist Michael Hiltzik argues that the King's right must be managed by a large group of historians and scholars through an "open and transparent" process, not just his immediate family, "so at least we do not" There are no situations where some the company wrapped itself in the King's traitor's cloak while real estate gave a foolish reason that TV commercials embody 'Dr.'s philosophy. King'."
Internationally
Super Bowl ads are generally limited to American television broadcasts of the game. This prevents international viewers from watching the game with ads that are often this icon. Posting online ads on sites like YouTube has reduced some of the issues, while NBC posted the Super Bowl XLIX ad on the Tumblr blog when it aired during the game for the benefit of the US online stream (which does not contain all the same ads as television feeds).
Complaints about US Super Bowl ads are common in Canada; Although US network affiliates are widely available on pay-TV providers in the country, the "simultaneous replacement" rule grants Canada network television the right to request that a US feed from a program be replaced by its Canadian partner to the provider if it broadcasts the program in simulcast with the network US. This rule is intended to protect Canadian broadcasting investments in exclusive domestic broadcasting rights, and also protects Canadian advertisers who have purchased their own advertising time on the Canadian network. As a result, most of the American Super Bowl ads were effectively "knocked out" by Canadian broadcasters. Members of Parliament Bob Nault and Wayne Easter have stated that the Canadian Radio-Television and Telecommunications Commission (CRTC), the Canadian telecommunications regulator, received only about 100 specific complaints about Super Bowl advertising in relation to Simsub rules.
Some US-based advertisers, primarily PepsiCo and Anheuser-Busch (through its Canadian subsidiary Labatt), bought advertising time during Canada broadcast on CTV, owned by Bell Media - a broadcasting subsidiary of the Canadian telecommunications company BCE and copyright holder current games, to air at least some of their American ads, but many Canadian advertisers simply repeat ads from their regular rotation, or show the same ad multiple times during a game, nothing unique during the US broadcast network. The reasons cited by Canadian advertisers for this practice include the additional talent and post-production costs required to broadcast US advertising in Canada, and a lower perception of "cultural resonance" of the game for Canadian audiences compared to Americans. Thus, and since the Canadian population is roughly a tenth of the United States, advertising time spent a fraction of the price to broadcast ads on US broadcasts: prices ranged from $ 170,000 to $ 200,000 for 30-second slots on CTL Super Bowl XLIX television broadcasts.
On the other hand, in 2010, there were more Super Bowl commercials produced specifically for Canadian broadcast: Canadian subsidiary Hyundai began airing its own Super Bowl commercial in 2010, and Budweiser produced hockey-themed "Flash Fans" during the broadcast of Canada Super Bowl XLVI. The following year, two Canadian companies - BlackBerry and Gildan Activewear, debuted as US Super Bowl advertisers; Their ads are also broadcasted in Canada along with McDonald's Canada, which debuted "Our Food Your Questions." campaign, hockey destination lights connected internet Budweiser,
Source of the article : Wikipedia
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