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Marketing and Sponsorship

Fox Sports Selling Digital Ad Inventory For Super Bowl LI Separately From Its Broadcast

Fox is selling its digital ad inventory for Super Bowl LI "separately from broadcast (linear) ad inventory," and those are "priced at roughly $700,000 for a 30-second national spot," according to Chris Hogue of AD AGE. That is far less than the reported $5M Fox is asking for TV spots. Digital ads "can be purchased on a national or local basis." While $700,000 is still "double the cost of a national 30-second spot on a hit show in prime time, companies unwilling or unable to pay the premiums for traditional Super Bowl spots may be willing to test it out in this price range." This pricing scheme "makes it possible for larger advertisers to do more interesting things as well." This year, a brand could "purchase multiple local digital ad spots and run unique ads created specifically for each market and demo purchased" (ADAGE.com, 1/31).

THE TRUMP EFFECT: USA TODAY's Erik Brady in a front-page piece notes the Trump administration "will be felt" in some of the Super Bowl creative. None of the commercials released early feature the "sort of brazen, sexually charged vibe made famous years ago by web-hosting company GoDaddy, though some are mildly naughty." Ketchum Sports & Entertainment Exec VP/Sports Shawn McBride said, "I don’t think we’ll see ads as provocative as we’ve seen maybe years prior. That’s just not the temperature of the country right now. You don’t want to come across as tone deaf to the audience you’re trying to reach.” But Brady notes that "doesn’t mean there won’t be loud, brassy ads, as per usual."  Austin-based agency GSD&M Exec VP & Chief Creative Officer Jay Russell "figures humor, always a go-to for Super Bowl ads, will be especially important this time" (USA TODAY, 2/1). The WALL STREET JOURNAL's Suzanne Vranica reports GoDaddy's ad this year "includes iconic internet memes and considered, but decided against, including a nod to tweets" from President Trump's Twitter account. GoDaddy CMO Barb Rechterman: "We didn't want to add to what is an already politically-charged, divisive climate" (WALL STREET JOURNAL, 2/1).

LONG LIVE THE KING: In St. Louis, Lisa Brown notes Budweiser yesterday released its 60-second Super Bowl ad titled "Born the Hard Way," which stars actor Sam Schweikert "as a young Adolphus Busch, A-B's co-founder." After he arrives in the U.S. from Germany in 1857, people "hurl insults at him, including 'You're not wanted here' and 'go back home' in the ad before Busch is greeted with the phrase: 'Welcome to St. Louis, son.'" A-B InBev said that the "'American Dream' theme in the ad will be a central theme for Budweiser" throughout '17 (ST. LOUIS POST-DISPATCH, 2/1). AD AGE's E.J. Schultz noted though the ad "might be perceived by some viewers as making a subtle political statement," but that "was not the intent." A-B InBev execs said that the ad is meant to "plug into themes of hard work and the pursuit of dreams against tough odds" (ADAGE.com, 1/31). CBS' Scott Pelley said despite A-B InBev execs claiming the ad "was not meant to be political," the spot "turns out to fit our times" ("Evening News," CBS, 1/31).

BIG GAME DEBUTS: ADWEEK's Christine Birkner reported bread company King’s Hawaiian is making its Super Bowl debut with a 30-second spot that shows the "lengths people will go to keep King’s Hawaiian’s products to themselves and also why it’s so hard to do." The ad, via Levit Agency, L.A., will "air during the first ad slot of the fourth quarter." The ad features two dads who "hide King’s Hawaiian rolls inside a trick cabinet, and their sons on the other side of the wall open a grandfather clock that always seems to have rolls in it" (ADWEEK.com, 1/31). AD AGE's Jessica Wohl noted KFC is "doubling down in its first official Super Bowl commercial, showcasing two of its celebrity colonels in a fourth-quarter spot." The "Colonel vs. Colonel" commercial "features Georgia Gold Colonel Billy Zane, who made his colonel debut in late January, and Kentucky Buckets Colonel Rob Riggle." The 15-second spot is the "latest work for KFC" from Wieden + Kennedy (ADAGE.com, 1/31). AD AGE's George Slefo noted Home, Google's virtual assistant, will "make its Super Bowl debut on Sunday." Google "didn't have a presence in last year's big game and is being tight-lipped about" this year's spot. Amazon "first debuted its AI assistant, Alexa, during last year's Super Bowl" in a spot that featured Pro Football HOFer Dan Marino (ADAGE.com, 1/31).

CELEB SIGHTINGS: In Detroit, Michael Wayland reports Buick will "air a 60-second commercial" during the first quarter with Panthers QB Cam Newton and model Miranda Kerr. The ad "takes place at a pee-wee football game with two dads watching their children play." As a Sport Red Cascada ST "pulls into the parking lot, one of the men says, 'Check out that Buick.'" The other replies, “If that’s a Buick, then my kid’s Cam Newton.” That father’s son then turns into the former NFL MVP (DETROIT NEWS, 2/1). Honda yesterday released the trailer for its Super Bowl spot featuring actor Steve Carrell talking about his "high school yearbook photo" (ADWEEK.com, 1/31). PepsiCo's new premium bottled water Lifewtr yesterday released its 30-second ad which "features a version of John Legend's song 'Love Me Now'" (ADAGE.com, 1/31). Tiffany & Co. will air a local ad in 10 major markets, marking its first TV spot in "over 20 years." Super Bowl halftime performer Lady Gaga will appear in the spot (ADWEEK.com, 1/31).

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SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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