Ads in Super Bowl spread message of inclusivity

NEW YORK — Messages about America, inclusiveness — and, yes, even “four years of awful hair” — kept bubbling up in Super Bowl 51 ads from Airbnb, the NFL and a line of personal care products. But there was still plenty of escapism and light humor for those who weren’t into the politics.

As the New England Patriots edged out the Atlantic Falcons on the field in Houston, Airbnb touted inclusiveness with an ad showing faces of different ethnicities and the copy: “We all belong. The world is more beautiful the more you accept.” Coca-Cola aired a previously run ad in the pregame in which people sing “America the Beautiful” in different languages. Even a hair care brand dipped into politics: The “It’s a 10” hair brand indirectly referenced Donald Trump famously unruly do in its Super Bowl spot.

It’s tough to be a Super Bowl advertiser in during any year. But this year, a divisive political climate has roiled the nation since President Donald Trump took office in January, making it even tougher for advertisers.

Paying $5 million for 30 seconds to capture more than 110 million expected viewers, advertisers had to walk the line with ads that appealed to everyone and didn’t offend. Some were more successful than others.

“Anxiety and politics just loom over this game, so anybody who gives us the blessed relief of entertaining with a real Super Bowl commercial wins,” said Mark DiMassimo, CEO of the ad agency DiMassimo Goldstein.

Several ads aimed for just that. Tide, for instance, offered a humorous ad showing announcer Terry Bradshaw trying frantically to remedy a stain while he goes “viral” online, with the help of New England Patriot Rob Gronkowski and actor Jeffrey Tambor.

WALKING THE POLITICAL LINE

Advertisers were treading carefully when it came to political themes.

“When it comes to politics, most brands prefer to stand on the sidelines, for good reason,” said Kelly O’Keefe, a marketing professor at Virginia Commonwealth University. “Brands used to worry about whether their ad could be interpreted as right or wrong. Now they have to worry about whether it will be interpreted as right or left.”

But there were still plenty of ads that walked the line.

An NFL ad conveyed what all advertisers hope the Super Bowl becomes: a place where Americans can come together. “Inside these lines, we may have our differences, but recognize there’s more that unites us,” Forest Whitaker intoned in a voiceover as workers prepped a football field and gridiron scenes played.

“The Super Bowl is shaping up as a counterpoint to the divisiveness in the United States,” said Tim Calkins, a marketing professor at Northwestern University.

Airbnb’s ad was one of the more overtly political, showing a variety of different faces with the tagline “We accept.”

Some thought the ad was a hit. “Kudos to them for making a strong statement,” said O’Keefe. But others, such as Villanova University marketing professor Charles Taylor, thought it didn’t have a clear enough link to the brand and risked coming off as a “purely political statement.”

Some advertisers took the safest route possible by re-airing ads they’ve used before — an unusual, though not unprecedented, move. Coca-Cola, Google and Fiji water aired rerun ads.

During the pre-game show, Coca-Cola ran “It’s Beautiful,” an ad featuring people around the country drinking the fizzy beverage and singing “America the Beautiful” in different languages.

SURPRISES

A debut Super Bowl spot by the “It’s a 10” hair care brand introduced its line of men products by joking about Donald Trump’s hair.

“America, we’re in for four years of awful hair, so it’s up to you to do your part by making up for it with great hair,” a voiceover states, showing black-and-white photos of people with a wide array of hairstyles. “Do your part. … Let’s make sure these next four years are ‘It’s a 10.’”

Snickers got tons of press by airing a live ad In the third quarter. On a Wild West set, Adam Driver seems to not know the ad is live. The set falls apart (on purpose). “You ruin live Super Bowl commercials when you’re hungry,” the ad’s tagline reads.

“It went by so fast, I almost missed it,” DiMassimo said. “Not sure it was worth the trouble of doing it live.”

LIGHT HUMOR PLUS CELEBS

Ads with light humor and stuffed with celebrities were popular. Honda’s ad made a splash by animating the yearbook photos of nine celebrities ranging from Tina Fey to Viola Davis. They make fun of their photos — Jimmy Kimmel is dressed in a blue tux and holding a clarinet, for example — and talk about “The Power of Dreams,” Honda’s ad slogan.

“It was a really good message and it was entertaining,” said Mirta Desir, a New Orleans native who works in education and was watching the game on Long Island.

The Tide ad with Terry Bradshaw was a hit with some viewers because of the way it tricked viewers by seeming to be part of the broadcast. “It made you think twice,” said Pablo Rochat, watching in Atlanta. “There was funny dialogue and good storytelling.”

T-Mobile’s spots featuring Justin Timberlake and Rob Gronkowski dancing , Kristen Schaal in a “50 Shades of Grey” parody and Martha Stewart and Snoop Dog mixing talk about T-Mobile’s unlimited-data plan with innuendos about Snoop Dogg’s marijuana habit, won raves from some. As did an ad from antioxidant drink maker Bai featuring Justin Timberlake and Christopher Walken.

ad-high_impact_4
Business
The Venetian gondoliers sing Italian songs
Gondolier Marciano sings a the classic Italian song "Volare" as he leads guests through the canals of The Venetian in Las Vegas. (K.M. Cannon/Las Vegas Review-Journal)
Building In Logandale
Texas homebuilder D.R. Horton bought 43 lots in rural Logandale. (Eli Segall/Las Vegas Review-Journal)
Indoor farming in Southern Nevada
Experts discuss Nevada's indoor farming industry. (Bailey Schulz/Las Vegas Review-Journal)
Former Fontainebleau could have become a Waldorf Astoria
Months after developer Steve Witkoff bought the Fontainebleau last summer, he unveiled plans to turn the mothballed hotel into a Marriott-managed resort called The Drew. But if Richard “Boz” Bosworth’s plans didn’t fall through, the north Las Vegas Strip tower could have become a Waldorf Astoria with several floors of timeshare units. (Eli Segall/Las Vegas Review-Journal)
LVCVA CEO Rossi Ralenkotter announces plans to retire
Rossi Ralenkotter, CEO of the LVCVA, on Tuesday confirmed a Las Vegas Review-Journal report that he is preparing to retire. Richard N. Velotta/ Las Vegas Review-Journal
Cousins Maine Lobster to open inside 2 Las Vegas Smith’s stores
Cousins Maine Lobster food truck company will open inside Las Vegas’ two newest Smith’s at Skye Canyon Park Drive and U.S. Highway 95, and at Warm Springs Road and Durango Drive. Cousins currently sells outside some Las Vegas Smith’s stores and at Fremont Street and Las Vegas Boulevard. (K.M. Cannon/Las Vegas Review-Journal)
Las Vegas home prices to continue to rise, expert says
Lawrence Yun, chief economist at the National Association of Realtors, gives homebuyers a pulse on the Las Vegas housing market. (Eli Segall/Las Vegas Review-Journal)
NV Energy announces clean energy investment
The company is planning to add six solar projects in Nevada, along with the state's first major battery energy storage capacity. Bailey Schulz/Las Vegas Review-Journal
3 Mario Batali restaurants on Las Vegas Strip to close
Days after new sexual misconduct allegations were made against celebrity chef Mario Batali, his company announced Friday that it will close its three Las Vegas restaurants July 27. Employees of Carnevino Italian Steakhouse, B&B Ristorante and Otto Enoteca e Pizzeria, all located in The Venetian and Palazzo resorts, were informed of the decision Friday morning. Bastianich is scheduled to visit the restaurants Friday to speak to employees about the next two months of operation as well as how the company plans to help them transition to new positions.
Nevada has its first cybersecurity apprenticeship program
The Learning Center education company in Las Vegas has launched the first apprenticeship program for cybersecurity in Nevada. It was approved by the State Apprenticeship Council on May 15. (K.M. Cannon/Las Vegas Review-Journal)
Las Vegas union members voting to authorize the right to strike
Thousands of Las Vegas union members voting Tuesday morning to authorize the right to strike. A “yes” vote would give the union negotiating committee the power to call a strike anytime after June 1 at the resorts that fail to reach an agreement. (Todd Prince/Las Vegas Review-Journal)
Small businesses struggle to find qualified candidates
A 2018 survey found that over two-thirds of small businesses in Nevada find it somewhat to very difficult to recruit qualified candidates. Bailey Schulz/Las Vegas Review-Journal
Nevada secretary of state website offers little protection against fraudulent business filings
Property developer Andy Pham tells how control of his business was easily seized by another person using the secretary of state website.
Caesars may be going solo in its marijuana policy
Several Southern Nevada casino companies aren’t following Caesars Entertainment’s lead on marijuana testing.
How much is the Lucky Dragon worth?
Less than a year-and-a-half after it opened, the Lucky Dragon was in bankruptcy.
Gyms and discount stores take over empty retail spaces
Grocery stores used to draw people to shopping centers. But many large retail spaces have been vacant since 2008. Discount stores like goodwill and gyms like EOS Fitness are filling those empty spaces, and helping to draw shoppers back in. K.M. Cannon/Las Vegas Review-Journal
Funding source of Las Vegas stadium for the Raiders is sound, expert says
The stadium is funded in part by $750 million of room taxes, the biggest such tax subsidy ever for a professional sports stadium. Robert Lang, executive director of Brookings Mountain West and The Lincy Institute at UNLV, says that is a good use of public funds. (Richard Velotta/Las Vegas Review-Journal)
Las Vegas needs light rail, expert says
Robert Lang, executive director of Brookings Mountain West and the Lincy Institute said he is afraid of a "congestion mobility crisis." Las Vegas needs a light rail system, he said, to accommodate the city's growing number of attractions. (Richard Velotta/Las Vegas Review-Journal)
Three takeaways from Wynn Resorts' Earnings Call
Matt Maddox came out swinging in his first earnings conference call as Wynn Resorts chief executive officer, boasting of record Las Vegas quarterly revenues and applicants lining up for work.
Star Wars VR Comes to Las Vegas
Sneak peak at the new "Star Wars: Secrets of the Empire" VR experience at the Grand Canal Shoppes.
Elaine Wynn continues her fight to change Wynn Resorts board
Elaine Wynn, the largest shareholder of Wynn Resorts Ltd., is seeking to kick a friend of her ex-husband Steve Wynn off the company’s board of directors. (Todd Prince/Las Vegas Review-Journal)
Zillow is getting into house flipping in Las Vegas
Las Vegas Review-Journal real estate reporter Eli Segall says flipping houses has waned in popularity after the housing bubble burst.
Ellis Island Buys Mt. Charleston Lodge
Ellis Island, which operates a casino, brewery and hotel just off the Strip, purchased the Mt. Charleston Lodge in early April.
Casinos to be penalized for allowing drug-impaired customers to gamble
Nevada Gaming Commission Chairman Tony Alamo talks about an amendment making casinos subject to the same disciplinary standards of preventing people to gamble if impaired by drugs as they are for letting them play while intoxicated by alcohol.
Terrible Herbst to open large travel center in Southern Nevada
The 50,000-square-foot commercial travel center will include 96 fuel pumps and the third White Castle restaurant in Southern Nevada. Wade Tyler Millward reports.
Art Bell’s Top 10 Shows
A selection of radio host Art Bell’s most popular shows.
Hooters owner talks about room upgrades at his hotel-casino
George Ruff, founder and senior principal of Trinity Hotel Investors L.L.C., owner of Hooters Hotel and Casino in Las Vegas, talks about recent room upgrades at the hotel. K.M. Cannon/Las Vegas Review-Journal
Passengers Discuss Allegiant Air
Allegiant Air passengers voice their views on the airline at McCarran International Airport on April 16, 2018. (Bailey Schulz/Las Vegas Review-Journal)
Longtime Las Vegas attorney John Momot dies at age 74
Criminal defense attorney John Momot, who represented mob figures and even played himself in the movie “Casino,” has died.
Trump Slams Amazon for Not Paying Enough in Taxes
Trump Slams Amazon for Not Paying Enough in Taxes Trump tweeted his concerns about the company on Thursday. This isn't the first time Trump commented on the issues via Twitter. August 2017 December 2017 Amazon did hold back on paying state taxes in 1995, but the company has been routinely collecting state sales taxes since then. In 2016, the company's report from the Securities and Exchange Commission confirmed it paid $412 million in taxes.
TOP NEWS
News Headlines
Home Front Page Footer Listing
Circular
You May Like

You May Like