Stunts will help advertisers make a playfor Super Bowl viewers' attention

Lady Gaga sings the national anthem before the NFL Super Bowl 50 football game in Santa Clara, California, February 7,

2016\. Lady Gaga is reportedly planning a stunt during Super Bowl LI by performing from the roof of the stadium during

the big game. AP Photo/Jae C. Hong

NEW YORK, N.Y. — For her Super Bowl halftime show, Lady Gaga might literally be

shouting from the rooftops.

It hasn't been confirmed yet, but 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, like 84 Lumber and Hyundai, are ramping up the marketing stunts in order to

stand out from the crowd during the big game. Some will air live ads. One will even shoot

its commercial during the game. Others are deliberately starting controversy.

The Atlanta Falcons will take on the New England Patriots in Super Bowl LI, which is

expected to be the biggest live TV event of the year. Fox TV will broadcast the game.

By Associated Press, adapted by Newsela staff on 02.02.17

Word Count 726

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Advertisers Want Their Ads To Be Remembered

Every year, more than 30 advertisers compete to create the most-remembered 30- to 90-

second commercials of the Super Bowl. They stuff their ads with celebrities, over-the-top

humor and cute animals.

But now they have a problem: making a lasting impression. Many ads get pre-released

online or teased ahead of the game. And with more than 110 million people expec ted 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, chief executive 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."

Firms Are Using Movie Stars In Live Streams

Snickers said it will air a live Super Bowl ad in the third quarter starring Adam Driver from

"Star Wars: The Force Awakens." Snickers 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" 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 was streamed

live and starred Israeli actress Gal Gadot, who plays Wonder Woman in her own film later

this year, and English actor Jason Statham from "The Fast and the Furious."

The company said it's the first time a Super Bowl campaign has been launched live.

84 Lumber Went For The Classic "Too Controversial" Ploy

Super Bowl advertiser 84 Lumber pulled a classic ad stunt, saying 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 company. But Amy Smiley, the company's director of

marketing, said its first ad was rejected because of some of its imagery. The ad showed a

border wall that supposedly prevented people from working in the U.S., which steered too

close to words 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.

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In perhaps the biggest gamble, Hyundai is teaming with director Peter Berg, famous for

"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.

Ads Before And After The Game Don't Draw As Many Viewers

Traditionally, advertisements 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 the 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."

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Quiz

1 Which of the following selections from the article BEST shows that companies are willing to risk

their reputation to get attention from consumers?

(A) Advertisers, like 84 Lumber and Hyundai, are ramping up the marketing

stunts in order to stand out from the crowd during the big game.

(B) And with more than 110 million people expected to tune in on February 5 —

and 30-second spots going for around $5 million — they need to scramble

hard.

(C) 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.

(D) Super Bowl advertiser 84 Lumber pulled a classic ad stunt, saying that Fox

rejected its original ad because it was too "controversial."

2 Is the author of the article suggesting that Super Bowl advertising campaigns have evolved

over time? Which selection from the article supports your answer?

(A) No; Every year, more than 30 advertisers compete to create the most-

remembered 30- to 90-second commercials of the Super Bowl. They stuff

their ads with celebrities, over-the-top humor, and cute animals.

(B) Yes; "It used to be, 'We need a Super Bowl spot.' Then, it was, 'We need a

Super Bowl spot and program,'" said Mark DiMassimo, chief executive 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."

(C) No; Traditionally, advertisements 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.

(D) Yes; "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."

3 The central idea of the article is developed by:

(A) quoting marketing professionals about their companies' commercials

(B) describing previous years' Super Bowl commercials that were particularly

successful

(C) explaining how Fox chooses the companies that will receive a Super Bowl

slot

(D) discussing the effect of commercials on the actual football game

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4 Which two of the following sentences reflect central ideas of the article?

1. Rumors suggest that Lady Gaga may perform from the roof of the

stadium during the halftime show.2. This year's Super Bowl commercials will feature different

strategies from those seen in previous years.3. Super Bowl commercials traditionally feature celebrities, humor

and cute animals.4. As the biggest television event of the year, Super Bowl

commercials are expensive and competitive.

(A) 1 and 3

(B) 1 and 4

(C) 3 and 4

(D) 2 and 4

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