FIRST AIRED: February 4, 2017

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Transcript

00:00:00
>> The world's first live Super Bowl commercial.>> Sunday night's Super Bowl is the biggest event on TV for advertisers. With hundreds of millions of people watching the game live, companies are forking over a record $5 million for a 30 second spot, hoping to land the commercial everyone keeps talking about long after the final touchdown.
00:00:20
>> Welcome to America.>> You're not wanted here!>> Long-time advertiser Budweiser might turn out to be the talk of the town for unintentionally hitting the third rail, focusing on the immigration roots of one of its founders and leaving the ever-popular Clydesdales horses in the stalls.>> Thank you, but next time, this is the beer we drink.
00:00:40
>> Ever heard of Anhueser? Adolphus Busch>> Budweiser taking a gamble playing the ad in the current environment, says Reuters advertising reporter, Tim Basinger.>> That ad, if you watch it, it's very visceral. If you're someone who really cares about immigration, you're gonna view it in a very specific way.
00:00:58
And I think with what's going on with all the protests at all the airports across the country over the weekend. I mean, that's just gonna strike a chord on both sides, whether you're pro or against Trump's policies.>> The hot button issue of immigration also popping up in a commercial for 84 Lumber, a little-known, privately held company.
00:01:18
SOUND] B
t 84 was forced to change parts of the ad showing a Spanish-speaking mother and daughter stopped by a wall between the United States and Mexico. The unedited version will still be available online. That strategy, using the TV ad to tease an online ad, is just one way advertisers hope to get their money's worth.
00:01:43
>> On one end, there's less of a surprise factor during the game, just because many people have seen these ads. But, also, companies realize that they may only have 30 seconds of air time during the game. They'll make a 90 second, a 2 minute ad, that they can put online either before or after, that they can even extend that message.
00:02:02
>> With overall TV viewership sinking, it's a message that keeps getting harder to get consumers to pay attention to.