Commentary: People hated WeatherTech’s Super Bowl ad. But here’s why it worked.

Sunday’s Super Bowl ads were pretty standard Super Bowl fare: funny and lighthearted with a few touching moments, like Budweiser’s water ad and NBC’s ads for the Winter Olympics. But WeatherTech is one brand that chose to use its likely $5 million spot to take a strong and serious stance on an issue: keeping jobs and business in America. And people are feeling divided about its message. When the commercial aired during the game, the Twittersphere kicked into high gear, with a roughly even split among positive and negative responses to the ad (at least within my feed). When people came out vehemently against the ad, it was most often because they thought those doing construction on a large cement wall in the shadow of a giant American flag might be building a “border wall.” Fans of the ad indicated their support for building and buying American, often attaching the #MAGA (Make America Great Again) hashtag, hearkening to President Trump’s 2016 campaign slogan. Regardless of the reaction it garnered from viewers, the WeatherTech ad did what it was intended to do—not to sell floor mats and auto accessories—but to send a strong message about building factories and keeping jobs in America. While it was divisive, it got people talking. If you believe a brand is a magnet that is designed to draw in customers, investors, employees, and partners that share similar values, then WeatherTech used its huge investment on a 30-second ad wisely. Over 100 million people watched the Super Bowl this year. For a 30-second ad, the cost was $5 million, or $168,333 per second. If you’re a smaller, lesser-known brand, spending this amount of money is more about ego than it is about meeting a particular marketing goal. As a result, Super Bowl advertising is often less about selling products and services, and more about building a brand image or appealing to a corporate leader’s ego. The WeatherTech ad seems to do both. WeatherTech Continue Reading

Verizon came back to the Super Bowl for the first time since 2011 with this incredibly emotional commercial

Tanya Dua, provided by Published 8:18 pm, Sunday, February 4, 2018 Verizon Verizon returned to the Super Bowl for the first time since 2011 with an emotional ad celebrating first responders. The 60-second commercial titled "Answering the Call" captures emotional phone calls between first responders and the real people whose lives they helped save. Apart from Verizon, Budweiser also used the Super Bowl stage to highlight its community service efforts. The 60-second commercial titled "Answering the Call" captures emotional phone calls between first responders and the real people whose lives they helped save. Local Channel Now Playing: Now Playing Police responding to shooting at S.A. intersection San Antonio Express-News San Antonio Police respond to shooting on West Side 21 Pro Video Man gunned down in driveway at S.A. home, police say San Antonio Express-News SAPD: 2 suspects caught breaking into truck, open fire on owner San Antonio Express-News Galveston PD releases image of 'Little Jacob' Galveston Police Department Man found covered in blood after crashing car into ditch San Antonio Express-News Pickup truck T-bones sedan on rural S.A.-area road, killing woman San Antonio Express-News Man+killed+by+police+after+stealing+bike%2C+riding+onto+Loop+410 Jacob Beltran Police: Drive-by gunman fires 30+ rounds into home, strikes man San Antonio Express-News Woman killed as firefighters battle flames for hours San Antonio Express-News The ad aired immediately after Justin Timberlake's halftime show performance. He too asked viewers to share their appreciation with first responders in their local communities and donate at in a 10-second "thank you" voice-over. Ad agency McCann WorldGroup created the films and collaborated with R/GA to create digital versions appearing online and across Verizon's social channels. Verizon partnered with Emmy-award winning director Amir Bar-Lev to bring the emotional Continue Reading

A-B turns to Super Bowl ads to breathe ‘new life’ into Bud Light, Budweiser

The world’s biggest brewer has much at stake in Sunday’s Super Bowl game as Anheuser-Busch’s flagship Budweiser and Bud Light remain among the top-selling beers in the country but sales for both brands continue to fall. Bud Light will continue to bet big on its popular “Dilly Dilly” ad campaign for the biggest marketing platform of the year: Super Bowl LII. Whether the new ads can turn around slumping sales remains to be seen. Anheuser-Busch InBev plans to air a new 60-second Bud Light spot during the game Sunday night that will serve as the final installment of a trilogy that kicked off over the holidays. The first spot featured a wizard that can turn inanimate objects into cases of Bud Light. The second depicted a medieval war scene in which one side has run out of Bud Light and needs to retrieve more from the other side. The 30-second war scene spot, titled “Ye Olde Pep Talk,” aired prior to kickoff while the new spot, which will feature a “Bud Knight” character on horseback, aired during the second quarter. Advertisers this year are paying about $5 million for a typical 30-second spot. Two other 30-second commercials that served as pep talks to the New England Patriots and Philadelphia Eagles, as well as the teams’ fans, were also set to air during the pregame, though only in the Boston and Philadelphia markets. Those ads include quips referring to the Patriots’ “handsome quarterback,” and even replace the “Dilly Dilly” toast with “Philly Philly.” The “Dilly Dilly” campaign, championed by marketing veteran Andy Goeler, Bud Light’s marketing vice president, and introduced in August, has increased brand recognition but has yet to move the needle in terms of pushing sales volume. Watch: 2018 Super Bowl commercials will produce laughs Super Bowl commercials always provide laughs and some make social statements. Take a peak at some of this Continue Reading

Extra facts about Super Bowl LII

Super Bowl LII New England Patriots vs. Philadelphia Eagles Today, 6:30 p.m. kickoff U.S. Bank Stadium Minneapolis, Minnesota NBC (WSLS-TV, Channel 10) The teams The New England Patriots will be making their 10th Super Bowl appearance, their eighth of this century. Their Super Bowl record is 5-4, with wins in games XLIX (that’s 49 for the Roman numeral-impaired) and last year’s LI, their two most recent appearances. The Patriots are widely regarded as a modern sports dynasty. The Philadelphia Eagles have not won the game in two trips, including 2005, when the Patriots beat them in 2005’s Super Bowl XXXIX, 24-21. The Eagles won three National Football League championships — in 1948, 1949 and 1960 — before that league’s merger with the rival American Football League brought the Patriots into the NFL in 1966. Fans will hate-watch this Super Bowl through gritted teeth Super Bowl LII will be a broadcast that many fans will hate to watch. Or they’ll love hating to watch. In fact, the term for this predicament is actually called “hate-watching.” Even the Oxford online dictionary has a definition for it. hate-watch (verb) Watch (a television program) for the sake of the enjoyment one derives from mocking or criticizing it. Example: “I hate-watched every single episode” So, why are fans in such a foul, hate-watching mood? It’s the teams, stupid. The New England Patriots and Philadelphia Eagles are not exactly the most beloved franchises in NFL history, outside of their respective fan bases. Let’s start with the Patriots. Where to begin? The Patriots, under head coach Bill Belichick and quarterback Tom Brady, basically have standing invitations to the Super Bowl. The Pats (which is pronounced “pats” and not “pates,” another reason to hate them) have won five titles, including two of the past three, and are in their second straight Super Bowl. Continue Reading

2 AB InBev Super Bowl Ads Aren’t Hawking Beer

Anheuser-Busch InBev (NYSE: BUD) has been one of the most active acquirers in the last four years. Data from CB Insights found the company has undertaken more than 40 acquisitions and investments just since 2013. In many ways, investors should not be surprised about AB InBev's acquisition spree. After all, its history is predicated on a series of mergers. In 2004, Brazilian brewer AmBev and Belgian Interbrew combined to become the No. 1 beermaker. Four years later, the combined company paid $52 billion to buy U.S. megabrewer Anheuser-Busch. Since then, the company has used its size and formidable assets to become a prodigious acquirer of companies, ranging from large purchases like the 2016 acquisition of SAB Miller to various private, smaller craft breweries like Goose Island, Wicked Weed, and Devil's Backbone. During the Super Bowl, however, the company wants you to focus on another liquid (water) and how the company serves those in need. Here's why. Image Source: Getty Images. Millennials are hurting megabrew sales The U.S. beer industry has suffered as the result of demographic headwinds that greatly affect a company that holds approximately a 46% share of the United States beer market. There's a distinct trend of millennials shifting away from alcohol, and the ones who do imbibe alcohol are increasingly drinking wine and liquor. When it comes to beer, folks are increasingly choose craft breweries over mass-produced beers. This has affected AB InBev's key Budweiser brands. According to Beer Marketer Insights, Budweiser recently fell out of the top three beers in the United States in total sales, falling 4.6% on a year-on-year basis, dropping below Miller Light. Although Bud Light continues to hold on to its No. 1 spot, sales fell 4.4% from last year. (Coors Light is No. 2.) The rare bright spot was the company's low-cal Michelob Ultra, which increased shipments by 21% during the year. The company's remedy for organic declines in its core Continue Reading

H-E-B hopes for a promotional touchdown at the Super Bowl

By Cary Darling Updated 12:51 pm, Monday, January 29, 2018 window._taboola = window._taboola || []; _taboola.push({ mode: 'thumbnails-c', container: 'taboola-interstitial-gallery-thumbnails-5', placement: 'Interstitial Gallery Thumbnails 5', target_type: 'mix' }); _taboola.push({flush: true}); window._taboola = window._taboola || []; _taboola.push({ mode: 'thumbnails-c', container: 'taboola-interstitial-gallery-thumbnails-10', placement: 'Interstitial Gallery Thumbnails 10', target_type: 'mix' }); _taboola.push({flush: true}); window._taboola = window._taboola || []; _taboola.push({ mode: 'thumbnails-c', container: 'taboola-interstitial-gallery-thumbnails-15', placement: 'Interstitial Gallery Thumbnails 15', target_type: 'mix' }); _taboola.push({flush: true}); window._taboola = window._taboola || []; _taboola.push({ mode: 'thumbnails-c', container: 'taboola-interstitial-gallery-thumbnails-20', placement: 'Interstitial Gallery Thumbnails 20', target_type: 'mix' }); _taboola.push({flush: true}); window._taboola = window._taboola || []; _taboola.push({ mode: 'thumbnails-c', container: 'taboola-interstitial-gallery-thumbnails-25', placement: 'Interstitial Gallery Thumbnails 25', target_type: 'mix' }); _taboola.push({flush: true}); window._taboola = window._taboola || []; _taboola.push({ mode: 'thumbnails-c', container: 'taboola-interstitial-gallery-thumbnails-30', placement: 'Interstitial Gallery Thumbnails 30', target_type: 'mix' }); _taboola.push({flush: true}); window._taboola = window._taboola || []; _taboola.push({ mode: 'thumbnails-c', container: 'taboola-interstitial-gallery-thumbnails-35', placement: 'Interstitial Gallery Thumbnails 35', target_type: 'mix' }); _taboola.push({flush: true}); window._taboola = window._taboola || []; _taboola.push({ mode: 'thumbnails-c', container: 'taboola-interstitial-gallery-thumbnails-40', placement: 'Interstitial Gallery Thumbnails 40', target_type: 'mix' }); Continue Reading

NFL’s rejection of veterans’ Super Bowl ad has some crying hypocrisy

0 View Gallery  View Comments A veterans advocacy group is accusing the NFL of censorship for not accepting its advertisement for the Super Bowl. But after a season of free speech on full display and a year after politically charged Super Bowls ads, the decision has some charging the league with hypocrisy. American Veterans wanted to run an ad in the game's commemorative program with a message aimed at those protesting the national anthem: "Please Stand." Marion Polk, the American Veterans national commander, called the decision "reprehensible and totally beyond the pale" in a letter to NFL Commissioner Roger Goodell. Related: Tim Tebow, immigration and others. The most controversial Super Bowl ads of all time. The NFL rejected the initial ad and instead asked the organization to consider other options for its message, such as "Please Honor Our Veterans" and "Please Stand for Our Veterans," according to NFL spokesman Brian McCarthy. McCarthy said the organization never responded before the program went to print. "We decided that we were not going to change our ad. We placed it as 'Please Stand' and under the 1st Amendment we have the right to do that," Polk told Fox News. The NFL did include an ad from the Veterans of Foreign Wars, with a message of "We Stand for Veterans." Last year's Super Bowl attracted attention, outside of the typical spectacle, for commercials that highlighted political issues, particularly ones that were perceived as anti-Trump. Budweiser ran a controversial commercial featuring a sympathetic immigrant story, just days after the president announced his travel ban. And an 84 Lumber ad depicting a mother and daughter attempting to cross the U.S. border quickly became one of the most polarizing and talked-about moments of the night. The ad ran in full on the company's website after Fox deemed it too political. Women for Trump called the NFL "hypocrites" for its decision on the American Veterans ad, after learning about the Continue Reading

Budweiser Clydesdales visit Tampa Bay area ahead of Gasparilla Pirate Festival

Some of the four-legged symbols of Budweiser beer, the Clydesdales, are doing meet-and-greets in Florida this week. A team of Anheuser-Busch's tall, distinctive horses is being taken around the Tampa Bay area in advance of this Saturday's Gasparilla Parade of Pirates, a Mardi Gras-style parade and street party that takes over South Tampa for one day every January. In one promotion on Friday afternoon, the horses will "crash a house party delivering cases of beer to one lucky Tampa homeowner," according to WFTS-Tampa Bay.The Budweiser Clydesdales are known for appearing in Super Bowl commercials and other ads, as well as events such as the Rose Parade. Tampa's Gasparilla Pirate Festival dates to 1904. A team, or hitch, of the Clydesdales made a six-day swing through Central Florida in December 2016, visiting Altamonte Springs, Leesburg, Sanford and Oviedo. Video from their Altamonte Springs stop is below. @tiffinit on Twitter or email [email protected] Continue Reading

10 times Helen Mirren was a bona fide treasure

She may be a Grammy away from an EGOT but perhaps the greatest gift Helen Mirren has shared throughout her storied career — which, over the last five decades, has garnered four Emmys, a Tony, two Golden Globes, five BAFTA  Awards and one Oscar — is not her acting prowess, but her unrepentant honesty.In honor of the standard-bearer's 71st birthday, we look back on 10 times Mirren didn't give a Dame and told it like it is. 1. When she broke down how language reinforces the infantilization of women. "Two phrases I hate in reference to female characters are 'strong' and 'feisty,'" Mirren said in a December 1997 interview with The Independent. "They really annoy me. It's the most condescending thing. You say that about a three-year-old. It infantilizes women." 2. When she lamented the lack of compelling roles for women — and, in particular, older women."There isn't a King Lear for women, or a Henry V, or a Richard III," Mirren affirmed in the same interview with The Independent. "You reach a level where you can handle that stuff technically and mentally, and it's not there." 3. When she slammed Hollywood's "penis worship." "I resent in my life the survival of some very mediocre male actors and the professional demise of some very brilliant female ones," Mirren said during THR's Power 100 Women in Entertainment breakfast back in December 2010. "With all respect to you many brilliant and successful women in this room — executives, producers, writers, directors — really not too much has changed in the canon of Hollywood filmmaking, which continues to worship at the altar of the 18- to 25-year-old man ... and his penis." 4. When she confirmed the hardest period in life. "The hardest period in life is one’s twenties," Mirren wrote in an August 2011 piece for Esquire. "It’s a shame because you’re your most Continue Reading

Budweiser targets drunk drivers in Super Bowl 50 ad

Anheuser-Busch is kenneling its puppies for Super Bowl 50 and taking a new "frank and insensitive" advertising approach.The maker of Budweiser is addressing drinking and driving with actress Helen Mirren. AB unveiled the 60-second ad Tuesday ahead of Sunday's game featuring the Denver Broncos and Carolina Panthers."I'll sum it up like this, if you drive drunk, you simply put are a shortsighted, utterly useless, oxygen-wasting human form of pollution," Mirren says in the ad, while sitting in a round booth near a bottle of Budweiser and a cheeseburger.Beer Buy:  Anheuser-Busch to nab Colorado craft brewerAB is pairing the "Simply Put" ad with a social media campaign around hashtag #GiveADamn. The company vows to spend $1 on safe-ride-home programs each time the hashtag is used on Twitter through 10:59 p.m. Sunday.The campaign and commercial align with goals Anheuser-Busch InBev unveiled in December to reduce harmful alcohol use. The company, a major Fort Collins employer, plans to invest $1 billion in the effort by 2025.Budweiser won't keep its Clydesdales stabled Sunday. The iconic horses will be featured in the 30-second spot "Not Backing Down," an ad paying homage to Budweiser's quality and manufacturing process.A similar themed ad, "Brewed The Hard Way," was featured during last year's game and seemed to target the growing craft beer industry."There's only one Budweiser. It's brewed for drinking, not dissecting," on-screen text read. "Let them drink their pumpkin peach ale. We'll be brewing us some golden suds."AB is among the dozens of companies paying top dollar for airtime during Sunday's football game. Thirty-second Super Bowl 2016 ads are selling for upward of $5 million, Fortune magazine reports. Growth and data reporter Adrian D. Garcia may be reached at 970-224-7835 Continue Reading