ns with Cleveland’s Kendrick Perkins in
Đã gửi: Thứ 3 14/08/18 17:19This year’s Super Bowl ads ran the gamut from tame humor to … tame messages about social causes.
After a divisive year Mike McGlinchey Youth Jersey , advertisers during the Big Game worked overtime to win over audiences with messages that entertained and strove not to offend. The slapstick humor and sexual innuendo that used to be commonplace during Super Bowl ad breaks were nowhere in sight.
Instead, Budweiser , as always the largest advertiser during the game, eschewed the usual puppies and Clydesdales to showcase employees that send water to places in need. Verizon showed people thanking first responders who saved them. And Tide tried to make people laugh (and perhaps forget about its Tide Pod problem ) with a humorous series of ads that starred ”Stranger Things”’ actor David Harbour.
”This is a year where people are feeling a little frayed around the edges because the divisive political environment on both sides,” said Kelly O’Keefe, a professor at Virginia Commonwealth University’s Brandcenter. ”They want to feel like there’s something still good in the world.”
While the Philadelphia Eagles bested the New England Patriots in a nailbiter on the field, advertisers were fighting a similar battle to win over the hearts and minds of viewers. It’s the largest live stage for advertising all year, so advertisers brought their A-game.
Tide took a novel approach with ads each quarter that poked fun at typical Super Bowl ads. Harbour popped up in familiar-looking ads that appear to be about different products: a car, an insurance company, jewelry and Old Spice (another P&G product). The twist? They’re really all Tide ads, because there are no stains on anyone’s clothing.
Tame comedy like the Tide ad was a theme throughout the night. In a year that saw the (hash)MeToo movement shine a spotlight on sexual harassment, the vast majority of ads sill starred men but there weren’t any that focused on scantily-clad women or sexual innuendo, save for an awkwardly dancing – and fully dressed – woman in a Diet Coke ad.
Comedian Keegan Michael-Key cut through complex jargon to put things plainly in a humorous ad for Rocket Mortgage by Quicken Loans. When a restaurant patron is confused by what a ”beef-protein gluten-free pate” is, he explains: ”It’s a burrito, filled with plants pretending to be meat.”
An Amazon ad showcased different celebrities – including actress Rebel Wilson, actor Anthony Hopkins, singer Cardi B and chef Gordon Ramsay – filling in as the voice of Amazon’s Alexa voice assistant.
M&M’s featured Danny DeVito as a human M&M. And Mountain Dew and Doritos staged an epic hip-hop lip sync battle between actors Morgan Freeman and Peter Dinklage. The two synced to Missy Elliott and Busta Rhymes, respectively.
”There’s a reason so many marketers are using celebrity combined with comedy – because it breaks through the clutter Breeland Speaks Jersey , delivers the message and gets buzz,” said Aaron Shapiro, CEO of ad agency Huge.
An ad for Blacture, rapper Pras’ new media platform, was one of the few ads to make an overtly political statement. It showed an African-American man standing alone on stage with tape over his mouth and a blindfold on his eyes. ”Blacture. Be celebrated. Not Tolerated,” text on the screen read. And T-Mobile’s ad showed babies and enlisted Kerry Washington for a voiceover that talked about equality.
”The (T-Mobile) message is terrific but all the way through, if you asked consumers who the ad is for, nobody would know,” said Kimberly Whitler, marketing professor at the University of Virginia.
That kind of attempt to connect brands to social causes was a big theme of the night. Charles Taylor, a marketing professor at Villanova University, said a fifth of all Super Bowl ads featured causes, compared with just 6 percent last year.
Toyota kicked things off by depicting the story of Lauren Woolstencroft, a Paraolympic skier who was born missing her left arm below the elbow as well as both legs below the knees, to promote its Paralympic sponsorship.
Budweiser showcased employees from its Cartersville, Georgia, brewery as they canned water to send to places in need like Puerto Rico and California.
Hyundai showcased its donations to fight pediatric cancer by bringing real Hyundai owners into a room during the pre-game Super Bowl festivities and letting them meet cancer survivors. Hyundai donates each time someone buys one of its cars.
”There’s a lot of research that says millennials really like it when brands link themselves to causes,” said Taylor. ”It’s just refreshing for a lot of people to see these unifying types of messages by the advertiser.”
But advertisers can stumble in these efforts when the connection seems tenuous. There was some negative reaction when Fiat Chrysler’s Ram trucks ad featured a speech by Martin Luther King Byron Jones Jersey , Jr. The commercial, timed to the 50th anniversary of the speech, showed people doing good deeds like giving out food to the needy and rescuing a boy from a fire.
”Everyone was offended,” said Zach Mann, who watched the game in Venice, California, with a group of 15 thirtysomethings. ”It seems insensitive. We know it’s Black History Month, but using an American hero to sell a Dodge was off-putting.” (Ram trucks are no longer affiliated with the Dodge brand.)
Instead, it was the humorous ads like the Tide spots that won that group over.
”Everyone seems to be moving into more comedy, quirky, unique (ideas), which my friends and I all are enjoying way more” than past years, M Watching LeBron James at shootaround, Kevin Love knew something special was in store.
Maybe not the fadeaway jumpers James kept making, each seemingly with a higher degree of difficulty than the last, but he was sure there would be something.
”This morning you could just sense it,” Love said. ”He knew what was at stake, he knew us getting another win here was going to be huge for us. He came out and he played that way from the jump. You could just sense that he was going to have a special night.”
James had 43 points and 14 assists Authentic Walter Payton Jersey , Love added 31 points and 11 rebounds, and the Cleveland Cavaliers beat the Toronto Raptors 128-110 on Thursday to take a 2-0 lead in their second-round playoff series.
James delivered the first 40-point, 14-assist game in NBA playoff history, according to the Elias Sports Bureau.
He added eight rebounds, narrowly missing his second straight triple-double, and connected on 19 of 28 attempts in a performance so dominant that the beleaguered Raptors’ city was being called ”LeBronto” by the time the night was over.
”He got it going and he was feeling it,” Cavs coach Tyronn Lue said.
James, meanwhile, gave credit to Love, who shot 11 for 21 and missed matching his career playoff high by one point.
”It was great to see that performance out of him,” James said. ”He’s our All-Star power forward. That’s a huge game for him.”
J.R. Smith scored 15 points, Jeff Green had 14 and George Hill 13 as the Cavaliers posted their eighth consecutive postseason victory over the Raptors and halted Toronto’s four-game winning streak in Game 2s. The Raptors entered 6-1 all-time when playing Game 2 at home.
”Love got going on us and that was a difficult matchup for us,” Raptors coach Dwane Casey said. ”We have some matchup issues all over the court.”
DeMar DeRozan scored 24 points and Kyle Lowry had 21 for the Raptors. Toronto won a team-record 59 games and finished as the top-seeded team in the Eastern Conference this season, but was easily shoved one step closer to a third straight postseason exit at the hands of James and the Cavs.
Jonas Valanciunas had 16 points and 12 rebounds and Fred VanVleet scored 14 points, but the Raptors lost back-to-back home games for the first time all season.
Toronto matched Houston by going 34-7 at home in the regular season, and went 3-0 at home against Washington in round one. The Raptors had not lost consecutive home games since dropping Games 3 and 4 of the second round to Cleveland last May.
The series shifts to Ohio for Game 3 on Saturday night. Toronto has gone 0-5 at Cleveland over the past two postseasons, losing by an average margin of 24.2 points per game.
”Sometimes when you’re put in tough situations, that’s what brings the best out of you Clay Matthews Packers Jersey ,” DeRozan said. ”That’s what point we’re at now.”
Unfortunately for the Raptors, James insisted the Cavs aren’t satisfied with their 2-0 lead.
”We will not let our guards down,” James promised.
The Cavaliers, who tied a postseason low with three turnovers, are 21-3 at home against Eastern Conference opponents in the playoffs over the past four years.
The Raptors, who let a 10-point lead slip away in a 113-112 overtime loss in Game 1, were up 54-45 midway through the second quarter but saw their lead dwindle to 63-61 at halftime.
Cleveland took control as Smith scored six points in an 18-5 spurt to begin the third quarter. The Cavs outscored the Raptors 37-24 in the third to take an 11-point edge into the fourth, and Toronto didn’t challenge again.
”That’s kind of what won the game for us,” Lue said of Cleveland’s big third quarter.
James was on target in Cleveland’s game-changing third quarter, connecting on seven of 10 attempts and scoring 15 points. Love added nine as the Cavs took a 98-87 lead to the fourth.
TIP-INS
Cavaliers: The 24 combined points by James and Love in the third matched Toronto’s total for the quarter. … The Cavaliers are 18-1 in playoff series when they win Game 1.
Raptors: Lowry made his first six shot attempts. … Toronto made 11 turnovers and has 25 in the series, compared to nine by the Cavs. … Lowry led Toronto with eight assists.
SERGE’S STRUGGLES
Serge Ibaka shot 0 for 5 and scored just two points in 12 minutes, and did not return after making a turnover and missing a shot in the first two minutes of the third. Ibaka has nine total points in the series so far.
”Serge hasn’t been himself,” Casey acknowledged. ”I don’t know what it is.”
STAYING SILENT
After a pair of verbal confrontations with Cleveland’s Kendrick Perkins in Game 1, rapper Drake stayed out of trouble in Game 2. Before the game, the NBA asked the Raptors to tell Drake to tone down his act. The three-time Grammy winner has been Toronto’s global ambassador since 2013. Drake shook hands with NBA Commissioner Adam Silver when Silver passed by Drake’s courtside seats to do a television interview in the second quarter.
UP NEXT
Game 3 is Saturday night at 8:30 p.m.
—
More NBA basketball: .
After a divisive year Mike McGlinchey Youth Jersey , advertisers during the Big Game worked overtime to win over audiences with messages that entertained and strove not to offend. The slapstick humor and sexual innuendo that used to be commonplace during Super Bowl ad breaks were nowhere in sight.
Instead, Budweiser , as always the largest advertiser during the game, eschewed the usual puppies and Clydesdales to showcase employees that send water to places in need. Verizon showed people thanking first responders who saved them. And Tide tried to make people laugh (and perhaps forget about its Tide Pod problem ) with a humorous series of ads that starred ”Stranger Things”’ actor David Harbour.
”This is a year where people are feeling a little frayed around the edges because the divisive political environment on both sides,” said Kelly O’Keefe, a professor at Virginia Commonwealth University’s Brandcenter. ”They want to feel like there’s something still good in the world.”
While the Philadelphia Eagles bested the New England Patriots in a nailbiter on the field, advertisers were fighting a similar battle to win over the hearts and minds of viewers. It’s the largest live stage for advertising all year, so advertisers brought their A-game.
Tide took a novel approach with ads each quarter that poked fun at typical Super Bowl ads. Harbour popped up in familiar-looking ads that appear to be about different products: a car, an insurance company, jewelry and Old Spice (another P&G product). The twist? They’re really all Tide ads, because there are no stains on anyone’s clothing.
Tame comedy like the Tide ad was a theme throughout the night. In a year that saw the (hash)MeToo movement shine a spotlight on sexual harassment, the vast majority of ads sill starred men but there weren’t any that focused on scantily-clad women or sexual innuendo, save for an awkwardly dancing – and fully dressed – woman in a Diet Coke ad.
Comedian Keegan Michael-Key cut through complex jargon to put things plainly in a humorous ad for Rocket Mortgage by Quicken Loans. When a restaurant patron is confused by what a ”beef-protein gluten-free pate” is, he explains: ”It’s a burrito, filled with plants pretending to be meat.”
An Amazon ad showcased different celebrities – including actress Rebel Wilson, actor Anthony Hopkins, singer Cardi B and chef Gordon Ramsay – filling in as the voice of Amazon’s Alexa voice assistant.
M&M’s featured Danny DeVito as a human M&M. And Mountain Dew and Doritos staged an epic hip-hop lip sync battle between actors Morgan Freeman and Peter Dinklage. The two synced to Missy Elliott and Busta Rhymes, respectively.
”There’s a reason so many marketers are using celebrity combined with comedy – because it breaks through the clutter Breeland Speaks Jersey , delivers the message and gets buzz,” said Aaron Shapiro, CEO of ad agency Huge.
An ad for Blacture, rapper Pras’ new media platform, was one of the few ads to make an overtly political statement. It showed an African-American man standing alone on stage with tape over his mouth and a blindfold on his eyes. ”Blacture. Be celebrated. Not Tolerated,” text on the screen read. And T-Mobile’s ad showed babies and enlisted Kerry Washington for a voiceover that talked about equality.
”The (T-Mobile) message is terrific but all the way through, if you asked consumers who the ad is for, nobody would know,” said Kimberly Whitler, marketing professor at the University of Virginia.
That kind of attempt to connect brands to social causes was a big theme of the night. Charles Taylor, a marketing professor at Villanova University, said a fifth of all Super Bowl ads featured causes, compared with just 6 percent last year.
Toyota kicked things off by depicting the story of Lauren Woolstencroft, a Paraolympic skier who was born missing her left arm below the elbow as well as both legs below the knees, to promote its Paralympic sponsorship.
Budweiser showcased employees from its Cartersville, Georgia, brewery as they canned water to send to places in need like Puerto Rico and California.
Hyundai showcased its donations to fight pediatric cancer by bringing real Hyundai owners into a room during the pre-game Super Bowl festivities and letting them meet cancer survivors. Hyundai donates each time someone buys one of its cars.
”There’s a lot of research that says millennials really like it when brands link themselves to causes,” said Taylor. ”It’s just refreshing for a lot of people to see these unifying types of messages by the advertiser.”
But advertisers can stumble in these efforts when the connection seems tenuous. There was some negative reaction when Fiat Chrysler’s Ram trucks ad featured a speech by Martin Luther King Byron Jones Jersey , Jr. The commercial, timed to the 50th anniversary of the speech, showed people doing good deeds like giving out food to the needy and rescuing a boy from a fire.
”Everyone was offended,” said Zach Mann, who watched the game in Venice, California, with a group of 15 thirtysomethings. ”It seems insensitive. We know it’s Black History Month, but using an American hero to sell a Dodge was off-putting.” (Ram trucks are no longer affiliated with the Dodge brand.)
Instead, it was the humorous ads like the Tide spots that won that group over.
”Everyone seems to be moving into more comedy, quirky, unique (ideas), which my friends and I all are enjoying way more” than past years, M Watching LeBron James at shootaround, Kevin Love knew something special was in store.
Maybe not the fadeaway jumpers James kept making, each seemingly with a higher degree of difficulty than the last, but he was sure there would be something.
”This morning you could just sense it,” Love said. ”He knew what was at stake, he knew us getting another win here was going to be huge for us. He came out and he played that way from the jump. You could just sense that he was going to have a special night.”
James had 43 points and 14 assists Authentic Walter Payton Jersey , Love added 31 points and 11 rebounds, and the Cleveland Cavaliers beat the Toronto Raptors 128-110 on Thursday to take a 2-0 lead in their second-round playoff series.
James delivered the first 40-point, 14-assist game in NBA playoff history, according to the Elias Sports Bureau.
He added eight rebounds, narrowly missing his second straight triple-double, and connected on 19 of 28 attempts in a performance so dominant that the beleaguered Raptors’ city was being called ”LeBronto” by the time the night was over.
”He got it going and he was feeling it,” Cavs coach Tyronn Lue said.
James, meanwhile, gave credit to Love, who shot 11 for 21 and missed matching his career playoff high by one point.
”It was great to see that performance out of him,” James said. ”He’s our All-Star power forward. That’s a huge game for him.”
J.R. Smith scored 15 points, Jeff Green had 14 and George Hill 13 as the Cavaliers posted their eighth consecutive postseason victory over the Raptors and halted Toronto’s four-game winning streak in Game 2s. The Raptors entered 6-1 all-time when playing Game 2 at home.
”Love got going on us and that was a difficult matchup for us,” Raptors coach Dwane Casey said. ”We have some matchup issues all over the court.”
DeMar DeRozan scored 24 points and Kyle Lowry had 21 for the Raptors. Toronto won a team-record 59 games and finished as the top-seeded team in the Eastern Conference this season, but was easily shoved one step closer to a third straight postseason exit at the hands of James and the Cavs.
Jonas Valanciunas had 16 points and 12 rebounds and Fred VanVleet scored 14 points, but the Raptors lost back-to-back home games for the first time all season.
Toronto matched Houston by going 34-7 at home in the regular season, and went 3-0 at home against Washington in round one. The Raptors had not lost consecutive home games since dropping Games 3 and 4 of the second round to Cleveland last May.
The series shifts to Ohio for Game 3 on Saturday night. Toronto has gone 0-5 at Cleveland over the past two postseasons, losing by an average margin of 24.2 points per game.
”Sometimes when you’re put in tough situations, that’s what brings the best out of you Clay Matthews Packers Jersey ,” DeRozan said. ”That’s what point we’re at now.”
Unfortunately for the Raptors, James insisted the Cavs aren’t satisfied with their 2-0 lead.
”We will not let our guards down,” James promised.
The Cavaliers, who tied a postseason low with three turnovers, are 21-3 at home against Eastern Conference opponents in the playoffs over the past four years.
The Raptors, who let a 10-point lead slip away in a 113-112 overtime loss in Game 1, were up 54-45 midway through the second quarter but saw their lead dwindle to 63-61 at halftime.
Cleveland took control as Smith scored six points in an 18-5 spurt to begin the third quarter. The Cavs outscored the Raptors 37-24 in the third to take an 11-point edge into the fourth, and Toronto didn’t challenge again.
”That’s kind of what won the game for us,” Lue said of Cleveland’s big third quarter.
James was on target in Cleveland’s game-changing third quarter, connecting on seven of 10 attempts and scoring 15 points. Love added nine as the Cavs took a 98-87 lead to the fourth.
TIP-INS
Cavaliers: The 24 combined points by James and Love in the third matched Toronto’s total for the quarter. … The Cavaliers are 18-1 in playoff series when they win Game 1.
Raptors: Lowry made his first six shot attempts. … Toronto made 11 turnovers and has 25 in the series, compared to nine by the Cavs. … Lowry led Toronto with eight assists.
SERGE’S STRUGGLES
Serge Ibaka shot 0 for 5 and scored just two points in 12 minutes, and did not return after making a turnover and missing a shot in the first two minutes of the third. Ibaka has nine total points in the series so far.
”Serge hasn’t been himself,” Casey acknowledged. ”I don’t know what it is.”
STAYING SILENT
After a pair of verbal confrontations with Cleveland’s Kendrick Perkins in Game 1, rapper Drake stayed out of trouble in Game 2. Before the game, the NBA asked the Raptors to tell Drake to tone down his act. The three-time Grammy winner has been Toronto’s global ambassador since 2013. Drake shook hands with NBA Commissioner Adam Silver when Silver passed by Drake’s courtside seats to do a television interview in the second quarter.
UP NEXT
Game 3 is Saturday night at 8:30 p.m.
—
More NBA basketball: .