SBD/February 4, 2011/Marketing and Sponsorship

U.S. Dept. Of Defense To Air PSA During Super Bowl On American Forces Network

Ad running on American Armed Forces Network reminds soldiers of right to vote
The U.S. Dept. of Defense's Federal Voting Assistance Program is “gearing up for a Super Bowl effort of its own," but the PSA "won't show up alongside ads from Pepsi, Coca-Cola or Budweiser” during Fox' coverage of the game Sunday, according to Brian Steinberg of AD AGE. The commercial is “aimed at a potential viewing audience that could reach as many as one million viewers via American Forces Network,” and is geared to “make sure U.S. servicemen and women are aware of their right to vote in elections.” The spot was created by Mullen, Boston. Military personnel watching the Super Bowl live on the network “don’t actually see the funny and eye-popping ads that accompany the broadcast on home shores.” Instead, they see a “coterie of public-service announcements and other pieces about recruitment, family services and the like.” Mullen Group Creative Dir Dave Weist said that the agency “set out to create a public service spot that could stand alongside traditional commercials.” Viewers “will be taken into the inner mechanics of what might seem to be a gun of some sort in the midst of being assembled” while a narrator chants the famous "Rifleman's Creed." But as viewers “quickly discover, the weapon being put together is actually a pen, which can be used to cast a vote.” The narrator says, "Your vote is your greatest weapon" (ADAGE.com, 2/3).
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