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Back in May, Variety was reporting that NBC was asking $4.5 million per 30 second ad in Super Bowl XLIX. Nationwide Insurance came up with an ad that ran :45 so they probably had to pony up just a wee bit more than that.
I’m not sure it’s a sign of success when you feel compelled to release a statement defending your creative efforts before the game is even over. Granted, if their goal was to be noticed and get press, that they have achieved. But at what price? There’s not a lot of good will directed at the company this morning.
The Super Bowl telecast has become the Super Bowl for ad agencies as well. Interest in the commercials was so high that websites dedicated pages to aggregating them in one spot the morning following the game. This year’s crop just may put an end to that.
With players on trial for murder, domestic abuse, and child endangerment, plus the almost routine stories about substance abuse and the debilitating effects of concussions, it seems like the NFL has been stuck in a PR nightmare for the better part of a decade. So the league used up its ad inventory with sanctimonious spots about battered wives and “throwing like a girl.” Which was then followed up by an ad for the movie adaptation of Fifty Shades of Grey. Does that mean that the message is “It’s ok to leave marks if you use the handcuffs first?”
Thank God Budweiser can still get an “Awwwww” out of their ongoing “Puppy Meets Clydesdale” spots. That is, unless Nationwide’s creative team gets a hold of them. Then I shudder to think what will happen to that poor dog.