Stars and stunts to stand out at Super Bowl 51
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. 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. 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 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. 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 and only streamed live. It starred Israeli actress and model Gal Gadot. She plays Wonder Woman in her own film later this year. It also stars 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. 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, 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

  • joeyh-
    2/06/2017 - 08:42 a.m.

    All of the companies want to stand out. Since the Super Bowl is the most watched program, a lot of people will be paying attention to the ads. If more of the audience's eyes are caught on one specific ad (in a positive way), the companies will do better.

  • matthewm10152013-
    2/06/2017 - 08:44 a.m.


  • bradleym2-har
    2/06/2017 - 10:30 a.m.

    There is a war for attention because people want to sell more of their products. Lady Gaga was performing on the roof on the stadium, which put an unusual twist on the super bowl half time show. Advertising companies like "Hyundai are ramping up the marketing stunts in order to stand out from the crowd during the big game." Some advertising companies are having live ads, which make you want to watch the commercials because they have never been seen before. People are doing more crazy things for attention and commercials are becoming new and different.

  • ethanc1-bur
    2/06/2017 - 12:33 p.m.

    There is a war for attention because all the companies want to grow and become better than all others. Most people watch the Superbowl and lots of them like to watch the ads. If I were a company I would make mine funny and lots of people want to know what it is.

  • joshuaa-bur
    2/06/2017 - 12:35 p.m.

    Because people will get more money and reconithion for being popular on americas most watched

  • carlosj-
    2/06/2017 - 01:11 p.m.

    some people wanted to grow there brand so they could sell more things. then some company want to compete so they pay more money for a longer add.

  • joep-mac
    2/10/2017 - 01:08 p.m.

    They made a lot of shirts for both teams but they didn't all sell. Most people were watching certain ad and not other ones.

  • marianov-ver
    3/17/2017 - 10:18 a.m.

    I think that so many companies want to have these commercials during the super bowl because it earns them tons of money. Some companies want to be noticed. And since so many people watch the super bowl the commercials will get a lot of views. This might encourage the people to but their product of whatever they are advertising. And this helps them earn money like I said previously.

  • zacha-ver
    3/17/2017 - 02:32 p.m.

    I find it interesting on how it all works. It's really amazing how the Super Bowl is a huge thing for all these companies. Spending millions just for 30 seconds it's absolutely crazy.

  • jenaea-sto
    3/21/2017 - 03:01 p.m.

    all of the companies want to have some type of ad. the super bowl is so popular so obviously the people will be watching the ads and the company will want the people to buy their products.

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