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The Middle... Bruce in a Superbowl commercial


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9 hours ago, Gretsch Country Gentleman said:

Ha no I'm in Brisbane.   Curious what your interest is in Ben Hall though

Jon Finch played him in a TV series - I was glued to it every week. It ignited my interest in the fella himself. I wrote to officials in Sydney and they sent me loads of info about him - I still have it. Just something struck a chord - he wasn't a bad man ... just circumstances at the time.

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30 minutes ago, Eileen said:

Jon Finch played him in a TV series - I was glued to it every week. It ignited my interest in the fella himself. I wrote to officials in Sydney and they sent me loads of info about him - I still have it. Just something struck a chord - he wasn't a bad man ... just circumstances at the time.

I was glued to that series too.  Sparked my interest in bushrangers in general.  A lot of them were just bad b@$tards, but it certainly seems like Ben was a bit different

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1 hour ago, Daisey Jeep said:

https://www.nbcnews.com/think/opinion/dolly-parton-s-2021-super-bowl-commercial-playing-rich-man-ncna1256944

Dolly upsetting her fans over her super bowl commercial 

Bruce fans have nothing on this ! 

Have you heard the news? The Reddit bunch actually spoofed Bruce (cars, horses) with their 5 sec ad Reddit Crashes Super Bowl With 5-Second Ad Addressing GameStop Drama | HuffPost. Take that Mr Springsteen!

More on the Superbowl adds here Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads - The New York Times (nytimes.com)

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7 hours ago, rtb said:

Jeep gets nothing out of this?  Seriously?

They get a certain halo effect from sponsorship. I'd be surprised if it runs again on broadcast TV. It will endure on internet FWIW. But I sincerely doubt that Bruce is going to become a "brand spokesperson" for Jeep. I could be wrong - time will tell. Certainly it did not advocate for current Jeep vehicles. Heck, Bruce didn't say the word "Jeep" even once.

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3 minutes ago, el sergio said:

Have you heard the news? The Reddit bunch actually spoofed Bruce (cars, horses) with their 5 sec ad Reddit Crashes Super Bowl With 5-Second Ad Addressing GameStop Drama | HuffPost. Take that Mr Springsteen!

More on the Superbowl adds here Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads - The New York Times (nytimes.com)

I don't quite get this

Did those wankers steel 5 seconds from Bruce Jeep inc ?

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8 minutes ago, el sergio said:

Have you heard the news? The Reddit bunch actually spoofed Bruce (cars, horses) with their 5 sec ad Reddit Crashes Super Bowl With 5-Second Ad Addressing GameStop Drama | HuffPost. Take that Mr Springsteen!

More on the Superbowl adds here Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads - The New York Times (nytimes.com)

Dang !

Ive reached my limit on NY Times free adtcles for the month 

If i remember i can usually pick these up in a few days when some other publication runs the article

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6 minutes ago, JimCT said:

They get a certain halo effect from sponsorship. I'd be surprised if it runs again on broadcast TV. It will endure on internet FWIW. But I sincerely doubt that Bruce is going to become a "brand spokesperson" for Jeep. I could be wrong - time will tell. Certainly it did not advocate for current Jeep vehicles. Heck, Bruce didn't say the word "Jeep" even once.

Quote from NY Times article: 

"Companies paid roughly $5.5 million for each 30-second slot this year, an expensive marketing gamble. Mr. François said that, because of the high cost, “the only way to make a return on investment is to make the ad last.”

“If it’s going to be forgotten in a year or so, it probably is not worth the money,” he said.

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5 minutes ago, el sergio said:

Uh oh, Mr Springsteen is called " a Democratic Party donor" Bruce Springsteen and Jeep call for unity in 2-minute long Super Bowl commercial - CNN 

So it wasn't tequila :lol:

The rest is hardly breaking news

Even Gary knows that stuff 

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1 minute ago, Daisey Jeep said:

Dang !

Ive reached my limit on NY Times free adtcles for the month 

Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads

Faced with the challenge of promoting products in a difficult time, some companies referenced the nation’s struggles in their marketing messages, while others went for nostalgia.

By Tiffany Hsu

Published Feb. 7, 2021Updated Feb. 8, 2021, 4:36 a.m. ET

Many viewers who avoided Super Bowl gatherings on Sunday had little else to do but actually pay attention to the dozens of commercials during the breaks in the matchup between Patrick Mahomes of the Kansas City Chiefs and Tom Brady of the Tampa Bay Buccaneers.

The ads that were served up during a broadcast expected to draw an audience of 100 million presented starkly different ideas of what type of marketing messages would work in the middle of a long pandemic and after a year of social strife and political upheaval.

Addressing Hard Times

Jeep persuaded Bruce Springsteen to appear in his first commercial ever, a two-minute call for national unity that was scheduled to run in the fourth quarter.

The commercial, available before the game on YouTube, was shot partly at a chapel in Lebanon, Kan. — the geographical midpoint of the contiguous United States. “We just have to remember the very soil we stand on is common ground,” Mr. Springsteen says in the ad.

Until now, the 71-year-old rocker had stubbornly resisted offers to endorse products or allow his songs to be used in commercials, a stance that has set him apart from Bob Dylan and most pop stars of today.

Jeep got the Boss to say yes after a long pursuit. Olivier François, the chief marketing officer for Jeep’s parent company, Stellantis, said he was “naïve” when he first approached Jon Landau, Mr. Springsteen’s longtime manager, a decade ago.

“I wasn’t aware of the one thing that all of America was totally aware of, which is that Bruce Springsteen doesn’t do commercials,” Mr. François said.

He said he would “respectfully pitch” Mr. Landau over “many drinks and dinners” in the following years, knowing that Mr. Springsteen’s participation in an ad was “obviously, a very long shot.”

When Mr. François received the script for an early version of the Super Bowl ad, he sent it to Mr. Landau. Within 24 hours, he had a virtual handshake deal with Mr. Springsteen, who joins Bill Murray, the star of last year’s Super Bowl commercial from the same company, as a Jeep pitchman.

In a statement, Mr. Landau said the Boss had created the ad with his own creative team. “Bruce made the film exactly as he wanted to, with no interference at all from Jeep,” he said.

Companies paid roughly $5.5 million for each 30-second slot this year, an expensive marketing gamble. Mr. François said that, because of the high cost, “the only way to make a return on investment is to make the ad last.”

“If it’s going to be forgotten in a year or so, it probably is not worth the money,” he said.

Lockdown Ads

Some companies dealt directly with the effects of the coronavirus pandemic, focusing on unemployment and the sense of isolation that goes with the shutdowns of so many workplaces, stores and entertainment venues.

“You may be feeling a little cooped up,” said the narrator of an outdoors-themed ad from Bass Pro Shops and Cabela’s. “In these trying times, we need nature more than ever.”

The commercial from the job-search site Indeed, set to the inspirational ballad “Rise Up,” began with homebound people who seem to have merged with their couches and beds. By the end of the 60-second ad, they find themselves ready to rejoin the outside world, knotting neckties or strolling confidently down city streets.

“Any time you’re running a big brand, you want to make sure that whatever you’re asserting has context and meaning, and is not just trying to sell stuff,” said Anton Vincent, the president of M&M’s parent company Mars Wrigley North America. “Now, of course, we are trying to sell stuff. But we have a responsibility with the messaging.”

But many ads, such as a pink-hued fever dream of a commercial for Mountain Dew starring the wrestler John Cena, seemed uninterested in rehashing the pandemic. DoorDash’s commercial felt surreal, not because it featured the actor Daveed Diggs cavorting with Big Bird and a host of other “Sesame Street” characters, but because it showed scenes of mask-less personal contact and indoor dining.

“Most brands did typical Super Bowl ads that could run in any regular year,” said Fernando Pellizzaro, group creative director of the Miami agency DAVID.

The Balm of Nostalgia

Other ads reached back to a time before protective face masks and political rancor. Cadillac invoked the 1990 Tim Burton film “Edward Scissorhands” with Timothée Chalamet in the role of Edgar, the son of the titular character. His mother is played by a star of the original film, Winona Ryder, the Gen X avatar who made a comeback in Netflix’s “Stranger Things.”

“It Wasn’t Me,” the 2000 earworm from the rapper Shaggy, was featured in a Cheetos commercial with Ashton Kutcher and Mila Kunis, the stars of “That ’70s Show,” and Shaggy himself. For Uber Eats, Mike Myers and Dana Carvey reprised their “Wayne’s World” roles from their “Saturday Night Live” sketches and movies from an era when slackers were all the cultural rage.

Bud Light reunited stars from past Super Bowl commercials, including the performers Post Malone and Cedric the Entertainer.

“As we’ve all gone through the pandemic, nostalgia has broken through as something that really gives people a calming effect, a good feeling,” said Andy Goeler, the vice president of marketing for Bud Light.

The longtime ad executive Donny Deutsch, who usually hosts a watch party with as many as 40 people but took in the game this year with a group of six, said that being in the Super Bowl usually ensured a quick jolt of attention. But companies also risk the half-absorbed audience remembering aspects of an ad, but forgetting who produced it.

“The Super Bowl is such a cluttered environment for people taking in ads,” he said. “You can have an effective ad, but it may not register for your brand, especially if the brand awareness going in is not there.”

Production Workarounds

Pandemic filming constraints led many companies to rely on stock footage, voice-overs and remote filming. Those hurdles were largely hidden from view, with many ad makers managing to include location changes and special effects, said Margaret Johnson, the chief creative officer at the ad agency Goodby, Silverstein & Partners, which worked on the 2021 Super Bowl commercials from Cheetos, Doritos and others.

Filming constraints meant there were few big crowd scenes, usually a staple of the extravagant ads shown during the big game. Oatly, an oat-milk company, showed its chief executive Toni Petersson standing at a keyboard in the middle of a field.

“Wow! Wow!” he sang. “No cow!”

The commercial grabbed plenty of social-media attention, both good and bad. Immediately after the ad was shown, the Oatly website started offering a T-shirt that said across the front: “I totally hated that Oatly commercial.”

Many other ads featured just one or two characters, “which is the safest thing to do,” said Daniel Lobaton, chief creative officer of Saatchi & Saatchi NY.

Huggies, the diaper company, broadcast a commercial in the second quarter that was novel in its use of remote filming. It included scenes shot on Super Bowl Sunday interspersed with footage that had already been filmed. The ad featured eight infants born since midnight in scenes recorded by willing parents, who were compensated by the company. A team of 25 people working on the commercial hustled to get the commercial ready in time, the company said.

Digital Cameos

In some local markets, a blip of an ad from the message board site Reddit, five seconds in length, captured social media attention. Referring to the company’s role in the GameStop fever that recently enveloped the stock market, the commercial masqueraded briefly as a car ad before giving way to a statement headlined “Wow, This Actually Worked.”

This was an ad designed to deliver its full effect on social media, rather than television, since its printed statement was too long to read in the time it flashed on TV screens. The statement noted, in the wake of its Wall Street disruption, that “one thing we learned from our communities last week is that underdogs can accomplish just about anything when they come together around a common idea.” (The statement added that the company had spent “our entire budget on five seconds of airtime.”)

Streaming video companies, which have added subscribers in the millions during the pandemic, were also out in force. CBS, this year’s network host of the big game, promoted Paramount+, as its revised and expanded version of CBS All Access will be called. The network also gave commercial time to “Clarice,” its “Silence of the Lambs” spinoff, and “The Equalizer,” a Queen Latifah show set to make its debut after the game.

Leave it to the film director M. Night Shyamalan to provide a twist. With so many of the game’s commercials centered on, or influenced by, the pandemic, a commercial for his next production hinted at a world in which people may once again gather in enclosed spaces. The ad for his film, “Old” — which looked creepy despite having scenes on a beach in bright sunshine — ended with a gravelly voice-over: “‘Old.’ Only in theaters. This summer.”

Tiffany Hsu is a media reporter for the business desk, focusing on advertising and marketing. Previously, she covered breaking business news. Before joining The Times, she wrote about the California economy for The Los Angeles Times. @tiffkhsu

A version of this article appears in print on Feb. 8, 2021, Section B, Page 4 of the New York edition with the headline: Pandemic-Year Super Bowl Ads: The Boss and Babies. Order Reprints | Today’s Paper | Subscribe

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Comments in the NY Times article:

Susan / NYC2h ago

I love Springsteens’s music, but the commercial was a joke and complete failure. Reunited? with 40 EO’s that hurt the midwest and the rest of the country as well? Obama started the division in this country and I regret voting for him the first time. Didn’t vote for him the second time when I saw what his support of identity politics and anti-police rhetoric was doing to this country.

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elleng / SF Bay Area, CA2h ago

Boring ads, except the Norway GM ad that had a sense of humor, to go along with a boring game. And there is life without Springsteen. I preferred Wayne's World. Please, there is enough bleakness, let us laugh. I had a lot more FUN watching the Puppy Bowl! And bring back the clydesdales! it's not the superbowl without them.

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Bob /NJ2h ago

Springsteen is a talented artist who has had a very successful career. I’m a longtime fan. I also reside on the same part of the political spectrum as him. But I’m finding him increasingly irritating. He seems to fancy himself as some kind of national spokesperson who now inserts himself into every big media event. The ad struck me as another exercise in buffing his image. He needs to ease up on the sanctimony and sermonizing.

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Patrick / NYC7h ago

That was Bruce Springsteen? He looked like a strung out William Burroughs in that commercial.

1 REPLY

Catman Bill commented 2 hours ago

Catman Bill / CT2h ago

@Patrick I would be curious to know his fee.

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TravelingProfessor / Great Barrington, MA7h ago

After 4 years of Trump-bashing, Springsteen calls for unity. Please stick to music, it’s the one thing I know you are good at.

 

Sharon commented 7 hours ago

Sharon / Los angeles7h ago

@TravelingProfessor trump was on way to destroying our country. Bruce can have opinion about that.

 

Bruce Johnson commented 6 hours ago

Bruce Johnson / Seattle6h ago

@TravelingProfessor If ever a president deserved bashing it was Trump. The numbers don't lie. His negligence has been deadly. His divisive rhetoric has resulted in the likes of QAnon devotees in Congress. Bruce has played every bar and stadium in America. I think he knows the country and its people as well as anyone. His ad was not perfect, but it's what the country needs now. Bruce was with America after 9-11 and he's here for us now. He's good at more than just music, Professor.

 

Robert commented 2 hours ago

Robert / Out west2h ago

Keep travelling, professor. Eventually you’ll find the right country.

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EB / Earth7h ago

How many times did Springsteen utter the word "freedom" in that ad of his? Pah! Note to all Americans: you are probably the least free people in the western world. You have no universal healthcare, causing many of you to go bankrupt and many more of you to stay in jobs you don't necessarily want for fear of losing your healthcare. Many of you have no access to healthcare at all, aside from that you can get at a hospital emergency room. Millions of you live on starvation wages, groveling at the feet of your corporate masters for a few scraps here and there. You have no guaranteed paid family or sick leave. You pay insane amounts of money for medications. Millions of you are effectively disenfranchised, with votes that count for little or nothing, due to the absurdities of your electoral college and the assignment of two senators per state (regardless of how many or how few people actually live in that state). Americans wouldn't know actual freedom if they fell over it. They should travel for a while in some northern European countries if they want to know what freedom is. Springsteen's ad would be hilarious for its repetition of the big American lie about "freedom" if it weren't just so sad.

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18 minutes ago, Daisey Jeep said:

I don't quite get this

Did those wankers steel 5 seconds from Bruce Jeep inc ?

Oh but Mr Springsteen is a wanker too according to what he sang in "Freehold"

"Well I got a good Catholic education here in Freehold
Led to an awful lot of masturbation here in Freehold
Father it was just something I did for a smile
Hell I still get a good one off once in a while
And dedicate it to Freehold"

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I thought it was naff and that article by the executive explaining how it came to be was even worse.

Bruce, I'd respect you more if you came up with a jingle called Racing In The Jeeps rather than try to disguise this cash grab as some profound political statement.

Outside the fan forums, he's getting absolutely slated for this from both sides of the spectrum.

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1 hour ago, JimCT said:

They get a certain halo effect from sponsorship. I'd be surprised if it runs again on broadcast TV. It will endure on internet FWIW. But I sincerely doubt that Bruce is going to become a "brand spokesperson" for Jeep. I could be wrong - time will tell. Certainly it did not advocate for current Jeep vehicles. Heck, Bruce didn't say the word "Jeep" even once.

Well, if we hear "a deal awaits in aisle number two" we'll know the shark has been jumped.

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5 minutes ago, gsquare said:

:lol: No, you’re obviously not.

Quick, tell me which side I’m in so I know where I’m standing! I thought I’ve been in the middle all this time, having voted for candidates from each party as well as some non-two party candidates over my lifetime! 

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this Springsteen fan since the 70s finds the ad disgusting for so many reasons
 

Rev. Phil Woodson

@phil_woodson

How @springsteen and @Jeep created a #SuperBowl advertisement that exalts & perpetuates white christian nationalism. 
 

 

 

 

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Pretentious, like a lot of his posturing around the release of WS. He isn't the elder statesman that he thinks he is, for which I lay some of the blame at the feet of Zimny, Alleoli, Clinch and Landau. He's always been a loyal Boss but I feel it all needs a shake up.

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