Super Bowl 2017 ad stunts include a live spot, commercial filmed during game

The Making of Lady Gaga"s Pepsi Super Bowl LI Halftime Show | Ep. 1 | NFL

NEW YORK (AP) -- 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 timer84 Lumberto 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.

THE WAR FOR YOUR ATTENTION

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."

GOING LIVE

Snickers said Wednesday 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.

BETTING ON REJECTION

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.

SHOOTING ON THE FLY

In perhaps the biggest gamble, Hyundai isteamingwith 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."

Source: http://www.syracuse.com/sports/index.ssf/2017/01/super_bowl_2017_ad_stunts_include_a_live_spot_commercial_filmed_during_game.html

Continue Reading ..

Super Bowl 2017: Patriots" new star receiver made his mark at Monmouth ... on defense? | Politi

2017 last superbowl

The text messages started coming in a flurry during the AFC Championship Game, from friends and family who kept hearing afamiliar New Jersey universitymentioned during the broadcast and wanted to know the same thing.

"They all said, "I just heard Monmouth during the Patriots game. Did you play with that guy?"" Ryan Folsom said. "And I kept replying, "Yes I did, and believe it or not, you saw that guy play.""

That guy, of course, is Chris Hogan. If you watched even five minutes of the Patriots" convincing win over the Steelers to reach Super Bowl LIor any of the wall-to-wall coverage since then, you"ve heard that name and heard his story. It is, after all, a very goodone.

He was a decorated lacrosse player at Penn State who decided to play one season of college football at Monmouth, the first stop on a circuitous journey that has landed him on the NFL"spremier franchise and-- quite suddenly -- as a Hall of Fame quarterback"s favorite target.

But delve a little deeper into that 2010 season in Monmouth and the story becomes even better. Hogan wasn"t the top receiver on that Hawks team. He wasn"t No. 2, either, or third or fourth or fifth.

Here are the N.J. ties to Super Bowl LI

Hogan was sixth in yards gained. He nearly matched his entire collegiate production as a receiver-- 12 catches, 147 yards and three touchdowns -- in that one incredible performance against Pittsburgh when he torched the Steelers defensefor nine catches, 180 yards and two scores.

Regrets? Kevin Callahan has a few. The Monmouth head coach knew he had a special talent because he had recruited him out of Ramapo High before he decided to commit to lacrosse. And on his first college play, he scored a touchdown on a 17-yard post pattern.

"But after our third game, our defensive secondary was decimated," Callahan said. "We looked around and said, "Okay, who can fill that void?" And all eyes went to Chris Hogan."

So the breakout star in these NFLplayoffs was converted to a defensive back, intercepting the first pass thrown his way and two others to lead the team. He was the rare two-way Division 1 player, averaging about 20-25snaps a game for the Hawks on offense.

"But looking back on it now," Callahan said, "we should have thrown the ball to him on every play."

Hogan was undrafted coming out of Monmouth, which is not necessarily a surprise, but then three teams gave him a shot to make the roster and cut him. He finally emerged as a reliable target with Buffalo, but his longtime friend and trainer Mike Guadango still knew he could do better.

"He is a guy who has been misused his entire career," Guadango said. He had a hunch that would change this season when the team that pursued him the hardest is known for turning overlooked players into productive pieces of a championship-caliber team.

The Patriots saw his precise route-running ability and work ethic and gave him a life-changing three-year, $12 million contract. But Callahan believes another characteristic is why he was able to climb to the top of the NFLat the pinnacle of the season.

"He simply wasn"t going to let anybody tell him he couldn"t be successful," Callahan said. "That, to me, is the reason he"s having this level of success in the NFL."

And that"s how Callahan found himself on the phone with a radio station in Tennessee, talking about his high-profile player just before the hosts switched back to NASCAR. The NFL playoffshave become a wild ride for all the Hawks on that 2010 team, with coworkers and clients constantly asking for informationabout their former teammate.

The 50 bestN.J. players in NFL history

So Mitch Pollard, the third-leading receiver on that team, tells storiesabout being road roommates with Hogan that season. Kyle Frazier, his quarterback, talks about quickly knowing he was the best athlete he"d ever been around. Nick Romeo, who also faced him as a high school opponent at Wayne Hills, rememberswatching film with his coaches and wondering "how the h**l are we going to stop this guy."

Ken Amsel tried, and failed, in a 2003 state playoff game at Giants Stadium. He still has the photo of Hogan beating him for a 70-yard touchdown, but that didn"t keep the two from becoming good friends.

It was Amsel who convinced Hogan to come to Monmouth when he heard that his old rival wanted to return to football his senior season. And it was Amsel in the stands at Gillette Stadium, wondering like everyone else how his old teammate kept getting so ridiculously open.

"There"s a reason Reggie Bush called him "7-Eleven,"" Amsel said with a laugh. His throat was still sore from cheering for Hogan that night, and he hopes to yell himself hoarse again two Sundays from now in Houston.

Hogan is heading to Super Bowl LI, and he is bringing his tinyNew Jersey collegeto the big game. And if Bill Belichick needs help in his secondary? Well, it wouldn"t be the first time.

Steve Politi may be reached atspoliti@njadvancemedia.com. Follow him on Twitter@StevePoliti. FindSteve on Facebook.

Source: http://news.google.com/news/url?sa=t&fd=R&ct2=us&usg=AFQjCNGafusitVWEJHLeaU59UzTOSBwdZw&clid=c3a7d30bb8a4878e06b80cf16b898331&cid=52779361058918&ei=2oyLWKikNc_kzAKN0pHABQ&url=https://www.nj.com/sports/index.ssf/2017/01/super_bowl_2017_chris_hogan_is_no_overnight_succes.html

Continue Reading ..