The Jersey Super Bowl has come and gone, this one being the most boring in the last several years. The commercials were decent – not terrible, not amazing – and the entertainment around the game provided plenty of fodder due to their proximity to New York City.
Without further ado, below are some of the individuals and brands who were either PR Winners or PR Losers during Super Bowl 48:
1. Richard Sherman – Many of people were waiting to see Sherman fail following his epic tirade with Erin Andrews a few weeks ago. In fact, many media relations strategists had noted that Sherman had painted the Seahawks as the “bad guy” while allowing Peyton Manning and teammates to ride in on the white horse and play the part of the hero. This works in theory – until the guy who talked a lot of trash shows up with the rest of his colleagues and proceeds to shut down the favorite.
2. Tim Tebow – Is he really on this list? The answer is yes. The most popular quarterback of the last two years somehow disappeared for the majority of this season after being cut by the Patriots, but re-emerged as a firefighter, Bigfoot hunter, rock star, and others in two commercial appearances on behalf of T-Mobile.
3. Entertainment from the 80s and 90s – The list goes on and on. A Radio shack bit included appearances from Erik Estrada, Alf, and Dee Snider of Twisted Sister. Both Seinfeld and Full House had reunions of sorts, and even the Muppets got in the act riding around in a Highlander. These commercials typically tug on the heart strings of the adults who grew up in the era. Mission accomplished.
1. Fans of NFL Football – The commercials, entertainment and food & drink may have been fun for all, but for NFL fans looking forward to what was being billed as potentially one of the greatest Super Bowl games of all time – Sunday night was a dud. From the very first snap (launched over Peyton Manning’s outstretched fingers for a safety), it was clear the game was not going to go as expected. To watch a prolific player like Peyton Manning fail over and over again was difficult for even the most seasoned NFL fan to watch.
2. Peyton Manning – Ugh. The game that was supposed to cement Manning’s legacy of one of the greatest NFL quarterbacks of all time, if not the greatest, instead turned into another Manning playoff exit. In truth, it was very difficult to watch. While his brand will always be known for class, dignity and achievements, this game will be remembered as yet another playoff loss that could have resulted in Manning being included in the same breath as Joe Montana, a legendary quarterback who never lost a Super Bowl.
3. Any brand that advertised in the fourth quarter – If the VP of Marketing for (insert brand here) made the conscious decision to advertise in the fourth quarter, they may have unwillingly sealed their own fate. In fact, many fans had already checked out at halftime, especially anyone from Colorado. A dice roll at best, determining when to air a commercial is a risky play, especially when the game turns into laugher. Will final statistics this week show that most consumers were long tucked in when 4th quarter ads were running? We’ll wait and see.
* * *
Ronn Torossian is CEO of 5WPR.