NFL to run Super Bowl safety ad
- Created on Monday, 30 January 2012 20:08
- Last Updated on 17.05.2012
- Published Date
Best estimates say advertisers will spend a record $3.5 million to grab our attention for 30 seconds during the Super Bowl this Sunday. Many watch the game as much for the ads as for the contest itself.
But tucked inside the final commercial break of the third quarter will be a historic 60 seconds - an NFL ad addressing player safety.
Directed by Peter Berg, creator of the "Friday Night Lights" TV program, the multi-million dollar ad takes a look at how the game has changed over the years including the evolution of equipment, rule changes, and attitudes toward player safety.
“It is your biggest stage, you’ve got a massive audience, a massive casual audience, and this topic is probably one of most important topics for casual fans, particularly mothers,” Mark Waller, the N.F.L.’s chief marketing officer, said about the decision to inject a serious subject into the league’s over-the-top party. “And so the possibility that we could actually address the issue in a constructive, engaging way with that audience makes it definitely worth the challenge. It’s a risk, without a doubt," according to the New York Times.
The number of viewers is staggering, with over 111 million fans tuning in in 2011. Advertisers are trying additional approaches this year, using social media and placing teasers for their upcoming Super Bowl ads on YouTube in the week leading up to the event. And for good reason.
The top YouTube video of 2011, Rebecca Black's "Friday," has racked up 167 million hits. Volkswagon's 2011 Super Bowl commercial posted on YouTube has 50 million hits and it didn't cost them a penny to put it up. The top posts of all time have over 400 million hits.
The opportunity to reach a record-breaking audience with a safety message is at hand, and the NFL is spending 60 of its allotted 150 seconds to address what has become one of the foremost health issues of our time. Baltimore Ravens linebacker Ray Lewis delivers the take-home message at the end of the ad, "Here's to making the next century safer and more exciting. Forever forward. Forever football."
A nod to a new era for player safety.
Source:
NFL Super Bowl Ad Will Stress Safety - New York Times January 30, 2012
The Beginning of the End of the Super Bowl Ad? - Forbes.com January 30, 2012
Questions/comments? Contact Jean Rickerson at This email address is being protected from spambots. You need JavaScript enabled to view it.
Photo: President Obama, the First Lady and guests watch a Super Bowl commercial in 3-D in 2009. (Wikipedia; Pete Souza, official White House photo)
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