Community | February 08, 2010 | 6 comments

Super Bowl ad winners: Tebow soft-sell PR campaing and screaming chickens

source: http://bit.ly/dfhul0

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Hands-down the best Super Bowl commercial was the Tebow mother and son soft-sell, where the advance PR and media outrage delivered the anti-abortion message, leaving the TV spot flag planting, placed at a celebrated cost of three million dollars, to ice the cake with the finesse. Only its detractors would find the final 30-second message anticlimactic. The “Tebow Ad” was a month long campaign. Count ABC and the NFL also big winners, whose commercial breaks were scrutinized more closely because of the Tebow hoopla, especially lookouts anticipating a multiple Tebow spot. Sunday’s ads might have been watched more closely than the game itself. Second place goes to the Denny’s Grand Slam screaming chicken spots, who piggybacked on Tebow jitters with a spot that began with a birthday cake being lit, a possible Tebow feint, interrupted by the recurring alarmed chicken.

Focus on the Family’s brilliant move, orchestrated obviously by Madison Avenue talent and choreographed over the range of traditional advertising mediums –PR, editorials, activists– illustrates further what would-be social message advocates are up against when denied ad placement by the networks. Adbusters has sued the US networks for forbidding an anti-consumer spot. Could they have advanced an inoffensive and surrounded it with a meatier media debate? More and more it requires the collusion with the editorial bosses. Each successive Yes Men action has met with an ever tightening controlled response.

Media pundits are calling wins for the usual Budweiser and Dorito ads. Based on TiVo results. Bet you didn’t know those machines were returning the logs of your viewing habits in shorter than 30 second increments…
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6 comments // Super Bowl ad winners: Tebow soft-sell PR campaing and screaming chickens

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