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SBD/December 9, 2013/Marketing and Sponsorship
Chobani Yogurt Set For Super Bowl Ad Debut As Start Of New Marketing Campaign
Published December 9, 2013
WEAPON OF CHOICE: In Atlanta, Christopher Seward reported the NFL rejected an ad from Georgia-based gun manufacturer Daniel Defense that the company "wanted to run in select markets, including Atlanta," during Super Bowl XLVIII. The spot features a "veteran walking through his home and lamenting that 'a lot has changed' since he’d returned to civilian life and to his wife and infant child." The ad has the veteran saying, "I’m responsible for their protection, and no one has the right to tell me how to defend them. So I’ve chosen the most effective tool for the job." The commercial "ends with a voice-over and words in big letters: 'Daniel Defense. Defending your nation. Defending your home,'" and right under the words "is the silhouette of a rifle." Daniel Defense Founder Marty Daniel on Friday said that the 30-second spot "would have cost the company $500,000" to run in eight markets. Daniel said that he "ran a local Super Bowl ad two years ago on NBC in the Savannah area" and had been working with an affiliate of Fox "in making sure the ad met NFL rule requirements this time around." But Daniel said that just before Thanksgiving, he "got word from Fox that the ad had been rejected." Among the NFL's prohibited ad categories posted online "are 'firearms, ammunition or other weapons'" (ATLANTA JOURNAL-CONSTITUTION, 12/7).