Entertainment
Super Bowl Advertisers Aim Not to Offend

This image provided by GoDaddy shows a portion of the company’s television ad that was scheduled to run during Super Bowl XLIX, before the company decided to pull the ad late Tuesday, Jan. 27, 2015. GoDaddy decided not to run the ad so as not to offend dog lovers. (AP Photo/GoDaddy)
MAE ANDERSON, AP Business Writer
NEW YORK (AP) — Super Bowl advertisers are being careful not to offend.
GoDaddy decided not to run an ad that showed a dog being sold online so as not to offend dog lovers. The Victoria’s Secret angels are fully clothed in its teaser spot, at least, although they reveal more in their actual Super Bowl ad. And an anti-domestic abuse commercial will have a high profile-spot during the game after a year of domestic violence scandals in the NFL.
Advertisers have to find a balance between grabbing people’s attention and not going too far to shock or offend a broad base of more than 110 million viewers. They want to be sure to make the estimated $4.5 million they’re spending for a 30-second Super Bowl ad worth it. This year, that seems to mean erring on the side of caution.
“Companies are being more prudent,” said MediaPost columnist Barbara LIppert. “It’s also a very weird atmosphere with all the coverage about deflated balls and domestic abuse. Maybe advertisers want to be a little more careful in that climate.”
It’s a far cry from the dot.com commercial attempts in 2000, when an E(asterisk)Trade ad showed a monkey in a garage and touted the fact that the company had just wasted $2 million dollars, but MediaPost’s Lippert says it makes sense to be restrained.
Even GoDaddy, which made its name with racy Super Bowl spots since it began advertising 11 years ago, has been moving away from being edgy; last year one of its Super Bowl ads focused on a woman running a small business.
This year, they promised a warm and fuzzy ad featuring a puppy, spoofing a Budweiser ad from last year that also featured a puppy. But the twist at the end of GoDaddy’s spot showed the puppy was being sold online via a web site created with Godaddy.com. After it debuted early, a social media storm erupted, with pet lovers finding the ad offensive. GoDaddy said late Tuesday it wouldn’t air the ad.
“At the end of the day, our purpose at GoDaddy is to help small businesses around the world build a successful online presence,” said CEO Blake Irving. “We underestimated the emotional response.” GoDaddy says it has another ad it plans to run.
Wix.com, which helps people build web sites, has taken a lesson from GoDaddy. Instead of debuting as a Super Bowl advertiser with a racy spot like GoDaddy did when it was a new advertiser, Wix.com went for non-edgy laughs with an ad that shows retired football players coming up with funny fictional businesses. Brett Favre, for instance, invents a charcuteries business called “Favre and Carve”).
Other companies appear to be playing it safer too by not focusing so much on bare skin and sophomoric humor. A Victoria’s Secret 90-second teaser ad showed supermodels fully dressed as football players. The actual Super Bowl ad shows the models dressed in Victoria’s Secret lingerie, though.
And the NFL is airing a public service announcement from NoMore, a coalition of anti-domestic abuse organizations. The ad depicts a chilling 911 call from a battered woman to demonstrate the terror of domestic abuse.
Copyright 2015 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
Activism
OP-ED: AB 1349 Puts Corporate Power Over Community
Since Ticketmaster and Live Nation merged in 2010, ticket prices have jumped more than 150 percent. Activities that once fit a family’s budget now take significant disposable income that most working families simply don’t have. The problem is compounded by a system that has tilted access toward the wealthy and white-collar workers. If you have a fancy credit card, you get “presale access,” and if you work in an office instead of a warehouse, you might be able to wait in an online queue to buy a ticket. Access now means privilege.
By Bishop Joseph Simmons, Senior Pastor, Greater St. Paul Baptist Church, Oakland
As a pastor, I believe in the power that a sense of community can have on improving people’s lives. Live events are one of the few places where people from different backgrounds and ages can share the same space and experience – where construction workers sit next to lawyers at a concert, and teenagers enjoy a basketball game with their grandparents. Yet, over the past decade, I’ve witnessed these experiences – the concerts, games, and cultural events where we gather – become increasingly unaffordable, and it is a shame.
These moments of connection matter as they form part of the fabric that holds communities together. But that fabric is fraying because of Ticketmaster/Live Nation’s unchecked control over access to live events. Unfortunately, AB 1349 would only further entrench their corporate power over our spaces.
Since Ticketmaster and Live Nation merged in 2010, ticket prices have jumped more than 150 percent. Activities that once fit a family’s budget now take significant disposable income that most working families simply don’t have. The problem is compounded by a system that has tilted access toward the wealthy and white-collar workers. If you have a fancy credit card, you get “presale access,” and if you work in an office instead of a warehouse, you might be able to wait in an online queue to buy a ticket. Access now means privilege.
Power over live events is concentrated in a single corporate entity, and this regime operates without transparency or accountability – much like a dictator. Ticketmaster controls 80 percent of first-sale tickets and nearly a third of resale tickets, but they still want more. More power, more control for Ticketmaster means higher prices and less access for consumers. It’s the agenda they are pushing nationally, with the help of former Trump political operatives, who are quietly trying to undo the antitrust lawsuit launched against Ticketmaster/Live Nation under President Biden’s DOJ.
That’s why I’m deeply concerned about AB 1349 in its current form. Rather than reining in Ticketmaster’s power, the bill risks strengthening it, aligning with Trump. AB 1349 gives Ticketmaster the ability to control a consumer’s ticket forever by granting Ticketmaster’s regime new powers in state law to prevent consumers from reselling or giving away their tickets. It also creates new pathways for Ticketmaster to discriminate and retaliate against consumers who choose to shop around for the best service and fees on resale platforms that aren’t yet controlled by Ticketmaster. These provisions are anti-consumer and anti-democratic.
California has an opportunity to stand with consumers, to demand transparency, and to restore genuine competition in this industry. But that requires legislation developed with input from the community and faith leaders, not proposals backed by the very company causing the harm.
Will our laws reflect fairness, inclusion, and accountability? Or will we let corporate interests tighten their grip on spaces that should belong to everyone? I, for one, support the former and encourage the California Legislature to reject AB 1349 outright or amend it to remove any provisions that expand Ticketmaster’s control. I also urge community members to contact their representatives and advocate for accessible, inclusive live events for all Californians. Let’s work together to ensure these gathering spaces remain open and welcoming to everyone, regardless of income or background.
Activism
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Activism
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