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

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

  • peytonc-pel
    2/06/2017 - 11:19 a.m.

    Every brand strives to be at the top of the boards and known as the best therefore a war for attention.

  • pilarj-cel
    2/06/2017 - 11:22 a.m.

    There is a war for attention because Super Bowl 51 night is supposed to be full of entertainment for a 4+ hour night. Not only do you have Tom Brady going for his 5th ring, but you have Lady Gaga with a performance that will blow everyone's mind with whatever she ends up wearing or performing ( it's Lady Gaga so it's bound to be a good night), and the commercials always keeps the audience at home willing to watch extra ads between plays.

  • joshp-pel
    2/06/2017 - 11:29 a.m.

    There is a war for attention because people love the spotlight and want the fame no matter how they get it.

  • zanderd-pel
    2/06/2017 - 11:34 a.m.

    it is a war for popularity and gives a better chance to be know by people

  • zanderd-pel
    2/06/2017 - 11:45 a.m.

    there is a war for attention because people want to be recognized by everyone

  • hannaht-pel
    2/06/2017 - 01:04 p.m.

    We have a war for attention because they wanted more fans

  • josuec-pel
    2/06/2017 - 01:05 p.m.

    People try to go over board with things which causes a lot of a attention.

  • cassidyk-pla
    2/06/2017 - 01:06 p.m.

    This article talks about the coveted spots companies fight over to advertise their products during the Superbowl. However since so many commercials get leaked beforehand, companies were scrambling for new and creative ways to gain attention. Many companies decided to shoot their commercials during the game and then air them towards the end. I personally remember watching a Hyundai advertisement which was clearly filmed during the Superbowl and it showed families that got to watch the game with a family member who is deployed in the United States military through a camera system. This article relates to civic engagement because millions of people watch the Superbowl and discuss the commercials after. I enjoyed reading this article and found it very relatable because my favorite part of the Superbowl is the commercials.

  • jessicar-pel
    2/06/2017 - 01:54 p.m.

    There is a war for attention because these ad companies need it to promote themselves in front of millions.

  • avad-pla
    2/06/2017 - 02:17 p.m.

    Each year as the Super Bowl occurs, the extravagance seems to build upon the precedent set the year before. Highlighted by Lady Gaga’s entrance through the roof of the stadium’s dome, advertisements are planning on following the same type of attention seeking tactics to set them apart from other companies vying for the interest of the the millions of viewers. Numerous companies plan to focus their advertisements on controversial topics, perhaps to the point of not being aired because of content like the advertiser 84 Lumber. Other companies, such as Snickers, are attempting to air a live ad which is to be filmed during the third quarter. Super Bowl advertisements have grown in cost and popularity, making the Super Bowl infamous for the advertisements. Because the focus of some of the ads this year were on political and social issues, they relate more to individuals watching and draw even more viewers in addition to the millions already tuning in. I like how the companies are making the ads more relevant to viewers to garner attention, instead of relying on crazy antics and stunts like in previous years.

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