I am a huge fan of controversial creative. Creative that makes people think, feel and do. I know this is going to ruffle some feathers - The Tim Tebow Super Bowl Spot.
CBS says it will run the spot during the Super Bowl, but will also consider other "responsibly produced" advocacy ads in its Feb. 7 broadcast. OK, so that means pro-choice advocates can purchase equal time. Right? Right. So what’s with the craze of media about why CBS shouldn’t run this spot? The 30-second spot is expected to recount the story of Pam Tebow's pregnancy in 1987. After getting sick during a mission trip to the Philippines, she ignored a recommendation by doctors to abort her fifth child. She later gave birth to Tim, who won the 2007 Heisman Trophy and helped the Florida Gators win two BCS championships. Ok, that seems pretty reasonable. Right?
Let’s think about this. The spot has yet to air and it has gotten more PR than a North Carolina Senator running for President who had a love child to a videographer on his campaign trail. So what’s the value of the PR? I would bet, without having to talk to our PR Director and Media Director, that it has already well exceeded the media buy and cost of production.
Some people feel that the spot shouldn’t be allowed to run. Why? Evidently, the production quality is on par with other spots submitted. So, the pro-choice people can submit their spot that is "responsibly produced" according to CBS. The beer companies can promote their goods. In fact most people don’t know it but the beer companies target “Super Heavy Users” - people who drink 30+ beers a day. So, I’m still trying to find a reason why this spot shouldn’t be allowed to run. (I’m sure I will get a flood of reasons.)
What has this spot made people do? Well for starters, go do a Google search for Tim Tebow Super Bowl Spot and see for yourself. The bottom line is that not all Super Bowl spots have to be funny, make you send something overnight or go online and purchase a URL because a racecar driver tells you to do so. We idolize brands because of TV spots, and if they are done well and are based on solid strategy they make us think, feel and do. Maybe the strategy for the Tim Tebow Super Bowl Spot had a huge PR component to the strategy? If it didn’t, it does now! Congratulations on a spot that paid for its production and media buy without airing yet.
Joe Easton
Creative Director
Posts
1 comment:
When it comes to most products, I'd agree with Joe (Don't tell him I said that.) But since abortion is such a black and white subject, with both sides fighting to the death that they are in the right, I would have to say that no pro-choice person is going to change their mind because they saw a pro-life 30-second spot in the Super Bowl.
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