Stars and stunts to stand out at Super Bowl 51 In this Feb. 7, 2016, file photo, Lady Gaga sings the national anthem before the NFL Super Bowl 50 football game in Santa Clara, Calif. Lady Gaga is reportedly planning an (unconfirmed) stunt during Super Bowl 51 by performing from the roof of the stadium during the big game. (AP Photo/Jae C. Hong, File/Charlie Riedel)
Stars and stunts to stand out at Super Bowl 51
Lexile

Lady Gaga is reportedly entertaining an unusual twist on her Super Bowl halftime show, which - though it's not confirmed - she could perform from the roof of the stadium. If that comes to pass, she won't be the only one making a big play for attention this year.
 
Advertisers from first timer 84 Lumber to veteran Hyundai are ramping up the marketing stunts in order to stand out from the crowd during the big game. Some will air live ads, or at least teasers for their campaigns; one will even shoot its commercial during the game. Others are deliberately courting controversy.
 
Super Bowl LI, in which the Atlanta Falcons will take on the New England Patriots, is expected to be the biggest live TV event of the year.
 
Every year, more than 30 advertisers vie to create the most-remembered 30 to 90 seconds of the Super Bowl by stuffing commercials with celebrities, slapstick humor and cute animals.
 
But now that so many ads get pre-released online or teased ahead of the game, advertisers have a harder time making a lasting impression. And with more than 110 million people expected to tune in on Feb. 5 and 30-second spots going for around $5 million, they need to scramble hard.
 
So this year, marketers are turning to stunts.
 
"It used to be, 'We need a Super Bowl spot.' Then, it was, 'We need a Super Bowl spot and program,'" said Mark DiMassimo, CEO of ad agency DiMassimo Goldstein in New York. "Now, it's we need a Super Bowl stunt or event. It needs to be newsworthy, social and surprising - and it needs to be much bigger than 30 seconds."
 
Snickers said it will air a live Super Bowl ad in the third quarter starring Adam Driver ("Star Wars: The Force Awakens"). The Mars brand will also live stream the set of the commercial for 36 hours ahead of the spot.
 
"The actual ad is only part of the equation," said Allison Miazga-Bedrick, a Snickers brand director, who promises "over 30 hours of original content" streamed live leading up to the game.
 
Similarly, Wix - an Israeli website hosting service - turned to Facebook Live and YouTube Live on Jan. 17 to debut teasers for its Super Bowl ad. The teaser, which was prerecorded and only streamed live, starred Israeli actress and model Gal Gadot, who plays Wonder Woman in her own film later this year, and the English actor Jason Statham ("The Fast and the Furious").
 
The company said it's the first time a Super Bowl campaign has been launched live.
 
First-time Super Bowl advertiser 84 Lumber pulled a vintage ad stunt when the company went public with claims that Fox rejected its original ad because it was too "controversial."
 
The Pennsylvania building materials supplier bought a 90-second ad during the game - a huge commitment for a regional brand. But Amy Smiley, the company's director of marketing, said its first ad was rejected because some of its imagery, including a border wall that supposedly prevented people from working in the U.S., steered too close to political rhetoric about the Mexican border from President Donald Trump.
 
Fox declined to comment, ensuring that 84 Lumber got plenty of press well ahead of the game.
 
In perhaps the biggest gamble, Hyundai is teaming with director Peter Berg ("Deepwater Horizon") to actually film a 90-second ad while the Super Bowl is underway. Hyundai said the ad will show "off the field" moments captured during the game, and will air right after the contest ends.
 
Traditionally, ads that air before or after the Super Bowl itself aren't very successful at drawing eyeballs. But the on-the-fly aspect of this ad could make it hard to ignore.
 
"The challenge for all of these companies is, 'How do you stand out?'" said Tim Calkins, a marketing professor at Northwestern University. "As a result we're going to see this year people try some very curious approaches."
 
Dean Evans, Hyundai's chief marketing officer, said the shoot-during-the-game approach is all about buzz.
 
"We wanted to test ourselves," Evans said. "We thought we would have to do it in a new and nontraditional way to really show the U.S. public that we're back in the game."

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CRITICAL THINKING QUESTION
Why is there a war for attention?
Write your answers in the comments section below


COMMENTS (64)
  • irisp-ste
    2/06/2017 - 09:03 a.m.

    After watching the Super Bowl last night, I definitely feel that Lady Gaga performed one of the best Super Bowl shows in my time. Other than the half-time show, I did not care to watch the football game, but I was glad to see that the game did not become political or oriented the recent election, since that tends to happen with major events across the country.

  • anibelm-pel
    2/06/2017 - 10:10 a.m.

    There is a war for attention because they want to have more fans than another person. It helps with their popularity and gives a better chance of getting known by people.

  • jakobm-pel
    2/06/2017 - 10:11 a.m.

    Companies are trying to make money every where they can.

  • jerardom-pel
    2/06/2017 - 10:27 a.m.

    There is a war for the attention to get more fans.Also for the artist to have more followers to buy their songs and to make them be more famous.

  • calebw1-pel
    2/06/2017 - 11:07 a.m.

    The reason that there is war for attention is the commercials that are broadcast during the Super Bowl. They make really cool and outrageous commercials for attention, so therefore their company may be successful if it catches the audiences attention.

  • rodolfoc-pel
    2/06/2017 - 11:11 a.m.

    There is a war for attention simply because, it is a huge opportunity for companies to get known by the public. They get known by the public, as well as, their products. For example, Snickers and Hyundai are two big companies that are trying to come up with new ideas to catch the attention, the eye of the public.

  • jazminb-pel
    2/06/2017 - 11:15 a.m.

    The more attention focused on one team or person the more people will want to watch that one specific team or person rather than the other.

  • corindai-pel
    2/06/2017 - 11:15 a.m.

    The more attention you bring to the team the more people will more than likely watch. Just like in the Superbowl both teams get a lot of attention so they have more people come to watch it or even watch it on tv.

  • isaacd-pel
    2/06/2017 - 11:16 a.m.

    There is a war to get attention because everyone wants to be the best, everyone wants to have the most fans, and every one

  • isaacd-pel
    2/06/2017 - 11:18 a.m.

    There is a war for attention because everyone wants to be the best and have the most fans, but, there can only be one person on the top and that makes people get jealous, and makes them mad. That's why there is a war for getting attention.

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