Home»Super Bowl ad throws free publicity toward Las Vegas
Super Bowl ad throws free publicity toward Las Vegas
Page Last Updated: Tuesday February 9, 2010 6:33am PST
If you watched the Super Bowl this past weekend you were part of the largest television audience ever. Super Bowl XLIV surpassed the 1983 finale of M*A*S*H, previously the most watched television program.
In addition to the game, viewers also enjoyed a number of creative commercials – including one that inadvertently featured Las Vegas.
Prior to the Big Game, the LVCVA said it was not going to advertise because it could not justify the cost this year. But Las Vegas did make it into one commercial: an ad promoting the new Kia Sorento.
Many who watched the ad agreed it was definitely worth some laughs; life-sized toys and sock puppets took a joy ride down the Las Vegas Strip while riding in a brand new Kia Sorento.
"It was pretty interesting, actually,” says one viewer. “Anything that can bring some business to Vegas I think that's a good thing."
However, if this was planned, no one will admit it. The LVCVA says it declined to purchase a commercial spot this year, despite the NFL relaxing some of its Las Vegas restrictions.
Still, they’re not complaining.
“Of course we thought it was very positive for the destination - the fact that we did get the exposure and the fact we did not have to invest the $3 million for a commercial,” says Vince Alberta, LVCVA.
The one minute spot aired during the second half of the game before an audience of more than 106 million viewers. If you pay close attention MGM’s New York-New York and Monte Carlo can be seen among the properties featured in the background.
It’s a clear violation of NFL rules which still prohibit showing a casino.
Freelance journalist Steve Freiss says although the spot may not have been planned by a Vegas entity, there was definitely awareness.
"There no question that the MGM folks gave their clearance, knew that this was being shot, and they didn't say, ‘Well you know the NFL says we can't do this.’"
Freiss says ironically – or perhaps not – Kia Motors and the Monte Carlo share the same Los Angeles-based advertising agency. He adds that the MGM will not confirm any pre-planning, however.
Although the Saints won the football game this year, where the ads are concerned, what happens during the Super Bowl ends up in Vegas.
Despite the NFL relaxing its restrictions on Las Vegas this year, according to the LVCVA, it was only for this playoff season and the Super Bowl. The LVCVA won’t confirm whether it will advertise next year.
The NFL was also reportedly upset by the ad, specifically the showing of Las Vegas casinos. A spokesperson says it was a violation and the matter has been addressed with CBS.
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February 9, 2010 1:22pm PST
Mark as Offensive
I guess I\'m a little confused, in the artcile \'Why some Super Bowl adds won\'t air\' from 2/2/10, \"For years the NFL would not allow Las Vegas to advertise during the game because of its opposition to gambling. This year will be the first they do allow it, but ironically, so far no word from the city as to whether there will be any Las Vegas ads\". If this is true, why would the NFL be upset?