Blog Post: Entertainment Surrounding The Super Bowl
Well, here we are on Super Bowl Sunday of 2018. Millions across the country are gearing up to indulge in what is debatably America’s favorite pastime. What really sets apart the Super Bowl from any other ordinary NFL game is the showmanship. The Super Bowl if a full-fledged theatrical production. The players, of course, aren’t acting but the drama that surrounds the game makes the Super Bowl our country’s biggest, annual show.
Until very recently, I had zero interest in football and would only tune in for the commercials, the half time performance, and cheerleaders. There is a huge percentage of Americans who simply don’t like football and the NFL has been figuring out how to reach this audience for years. One major ploy, by Dee Brock and Tex Schram back in 1972, was the creation of the Dallas Cowboys Cheerleaders. They recruited some of the country’s top dancers and choreographers to “bring a little Broadway to the sidelines” in hopes of attracting an audience that enjoyed theatrics.
Since then, production value surrounding football has skyrocketed. The Super Bowl is the one game a year where people who don’t care for sports tune in for a good show. Our desire to be entertained is innate and we can trace the craving for entertainment all the way back to the Romans and their circuses. What is most impressive about Super Bowl entertainment is the detail that goes into pairing celebrities and artists with brands to create the famous and crazy commercials.
This article talks about one man, Daniel Sena, and how his sole job is matchmaking brands with musicians to create content for Super Bowl ads. The relationship between a brand and its spokesperson can last for a 30 second commercial or develop into a multi-year partnership. Sena explains that, “The objective is to run a mutually beneficial campaign that helps drive artist awareness, while also leveraging the artists’ creativity and popularity to drive and help support a brand’s marketing message.”
The ads shown during Super Bowl commercial breaks work. The bar is automatically raised for great content because viewers expect companies to out do what we saw last year and capitalize on the prime viewing time. Who could forget Kim Kardashian mourning the loss if unused data or Taylor Swift taking a gnarly fall on a treadmill? These ads entertained us and now we are excited to see what commercials top last years, today. The entertainment value of these ads is so high that there are even polls to take, determining which Super Bowl ad was the best for each year.
Here are the ads and voting polls for todays game. Hopefully Kim K and T Swift are outdone. Go Pats!
This blog post was written for the Strategic Public Relations Communication course taught by Kathryn Kuttis at the University of Oregon. The class aimed to practice direct-to-consumer strategies and effective use of web-based communication strategies. My blog focused in on entertainment PR and business relations within the specific field.