COFFEE BEANS & BEINGS by Tom Shess
During tomorrow's Super Bowl 50 telecast (sometime
in the third quarter) CBS will air its one and only small business commercial.
That nationally viewed 30-second spot belongs to upstate New York’s Death Wish
Coffee Company.
Death Wish
is known for its outrageously robust American coffee and certainly not for its
deep pockets that could afford a $5 million roll of the dice on a Super Bowl
commercial.
How’d they
do it?
They won
Intuit Inc.’s Small Business oriented “Big Game: Win an Ad on the Super Bowl
Contest.” Intuit Inc. creates business and financial management solutions that
simplify the business of life for small businesses, consumers and accounting
professionals. Intuit’s flagship
products include QuickBooks, TurboTax, Quicken and Mint.
Basically,
it was a get out the vote type of contest.
Death Wish was able to garner the most vote support—using the same
marketing team that’s made the coffee retailer fairly well know in the U.S. It worked.
The
commercial was produced by RPA, Intuit’s Madison Avenue ad agency. RPA chief
creative officer Joe Baratelli said, "...It's incredibly gratifying to
create a Super Bowl spot for a small business—the unsung heroes of the
communities where we live and work every day."
And, in case
you’re wondering a 30-second spot Super Bowl spot in 2016 during CBS’ broadcast
is going for $5 million, according to the network’s CEO Leslie Moonves in Fortune magazine recently.
That cost is
up from $4.5 million, or 11%, compared with the ads shone during last year’s
NBC Super Bowl broadcast, according to the Wall
Street Journal, citing Kantar Media data. From 2005 to 2014, the Super Bowl
has generated $2.19 billion in network advertising sales, the publication
continued. Over the last 10 years, the average cost of an ad spot has increased
by 75%.
Check out
the commercial at the following line.
The next
link shows how the Death Wish team reacted to the news they won the
advertisement.
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