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. 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. They want 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.
 
In Super Bowl LI, the Atlanta Falcons will take on the New England Patriots. The game 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. They stuff their 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. More than 110 million people are expected to tune in on Feb. 5. The commercials will cost around $5 million.
 
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. He is 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. The ad will feature 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. She is a Snickers brand director. Miazga-Bedrick 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 was prerecorded. It only was streamed live. It starred Israeli actress and model Gal Gadot. She plays Wonder Woman in her own film later this year. It also features 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 already has pulled a vintage ad stunt. 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. That is 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. That ensured 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. It 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. He is a marketing professor at Northwestern University. "As a result, we're going to see this year people try some very curious approaches."
 
Dean Evans is Hyundai's chief marketing officer. He 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."

Filed Under:  
Assigned 364 times
CRITICAL THINKING QUESTION
Why is there a war for attention?
Write your answers in the comments section below


COMMENTS (55)
  • xavierg-bur
    2/06/2017 - 12:45 p.m.

    I think there is A war for attention because they want to make more money. They want to make more money because they had already spent a lot of money on just submitting the commercial to the super bowl and they are trying to earn the money back. This reminds me of social studies class where we learned about entrepreneurship and how entrepreneurs take a risk because their business might fail.

  • numaira-bur
    2/06/2017 - 12:51 p.m.

    There is a war for attention because they are just wanting to spread the word of who they want to win the super bowl.

  • rileyn-kul
    2/06/2017 - 12:52 p.m.

    I thought her performance was actually pretty good. It was way beyond my expectations. But the real winner was Tom Brady. That may have been one of the best Super Bowl and Super Bowl comebacks of all time in the history of the Super Bowl. I was freaking out when Tom Brady, Julian Edelman, Danny Amendola, and "The Bully" stole the show.

    • breet1-ver
      2/10/2017 - 12:12 p.m.

      Lady Gagas performance was really good.

  • seanm2-bur
    2/06/2017 - 12:53 p.m.

    There is a war for attention by the ad companies because they (the companies) all want to air their ads during the Super Bowl, which is speculated to be the biggest live TV event of the year. Approximately 110,000,000 (that's 110 million) people are expected to tune in to the stream. Last year, at school there was a "war for attention" because a lot of students at my old elementary school were wanting to be popular.

  • emanih-bur
    2/06/2017 - 12:57 p.m.

    There's an war for attention because commercial people want to make more money but there trying to find better ways to catch different peoples attention. but that hard to do when you don't have something interesting to talk about. i think this an definitely an war because people want to make money to not only to have but to provide and be successful in life.

  • judea-buh
    2/07/2017 - 10:18 a.m.

    I really enjoyed watching the Super Bowl. The commercials were very interesting and funny. I expect better commercials and I want them to be very funny.

  • jacobb1-kur
    2/07/2017 - 01:07 p.m.

    I think the Super-Bowl commercials are really cool. The way they have evolved throughout the years. They are a mix of comedy and advertisement. It amazes me with some of the things that have happened throughout the history of the Super-Bowl.

  • ramseyd1-kur
    2/07/2017 - 01:09 p.m.

    I think the Super-Bowl commercials are funny and cool. They have evolved through the years. They are comedy and entertainment commercials. Its awesome how the Super-Bowl evolved over the years.

  • landons1-kur
    2/07/2017 - 01:10 p.m.

    i think that lady gaga was very great with her performance and i can not believe that it was the first superbowl to go into overtime

Take the Quiz Leave a comment
ADVERTISEMENT