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Super Bowl Advertisers Aim Not to Offend

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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)

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.

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Oakland Post: Week of December 31, 2025 – January 6, 2026

The printed Weekly Edition of the Oakland Post: Week of – December 31, 2025 – January 6, 2026

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Oakland Post: Week of December 24 – 30, 2025

The printed Weekly Edition of the Oakland Post: Week of – December 24 – 30, 2025

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Alameda County

Bling It On: Holiday Lights Brighten Dark Nights All Around the Bay

On the block where I grew up in the 1960s, it was an unwritten agreement among the owners of those row homes to put up holiday lights: around the front window and door, along the porch banister, etc. Some put the Christmas tree in the window, and you could see it through the open slats of the blinds.

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Christmas lights on a house near the writer’s residence in Oakland. Photo by Joseph Shangosola.
Christmas lights on a house near the writer’s residence in Oakland. Photo by Joseph Shangosola.

By Wanda Ravernell

I have always liked Christmas lights.

From my desk at my front window, I feel a quiet joy when the lights on the house across the street come on just as night falls.

On the block where I grew up in the 1960s, it was an unwritten agreement among the owners of those row homes to put up holiday lights: around the front window and door, along the porch banister, etc. Some put the Christmas tree in the window, and you could see it through the open slats of the blinds.

My father, the renegade of the block, made no effort with lights, so my mother hung a wreath with two bells in the window. Just enough to let you know someone was at home.

Two doors down was a different story. Mr. King, the overachiever of the block, went all out for Christmas: The tree in the window, the lights along the roof and a Santa on his sleigh on the porch roof.

There are a few ‘Mr. Kings’ in my neighborhood.

In particular is the gentleman down the street. For Halloween, they erected a 10-foot skeleton in the yard, placed ‘shrunken heads’ on fence poles, pumpkins on steps and swooping bat wings from the porch roof. They have not held back for Christmas.

The skeleton stayed up this year, this time swathed in lights, as is every other inch of the house front. It is a light show that rivals the one in the old Wanamaker’s department store in Philadelphia.

I would hate to see their light bill…

As the shortest day of the year approaches, make Mr. King’s spirit happy and get out and see the lights in your own neighborhood, shopping plazas and merchant areas.

Here are some places recommended by 510 Families and Johnny FunCheap.

Oakland

Oakland’s Temple Hill Holiday Lights and Gardens is the place to go for a drive-by or a leisurely stroll for a religious holiday experience. Wear a jacket, because it’s chilly outside the Church of Jesus Christ of Latter-day Saints, at 4220 Lincoln Ave., particularly after dark. The gardens are open all day from 9 a.m. to 9 p.m. with the lights on from dusk until closing.

Alameda

Just across the High Street Bridge from Oakland, you’ll find Christmas Tree Lane in Alameda.

On Thompson Avenue between High Street and Fernside drive, displays range from classic trees and blow-ups to a comedic response to the film “The Nightmare Before Christmas.” Lights turn on at dusk and can be seen through the first week in January.

Berkeley

The Fourth Street business district from University Avenue to Virginia Street in Berkeley comes alive with lights beginning at 5 p.m. through Jan. 1, 2026.

There’s also a display at one house at 928 Arlington St., and, for children, the Tilden Park Carousel Winter Wonderland runs through Jan. 4, 2026. Closed Christmas Day. For more information and tickets, call (510) 559-1004.

Richmond

The Sundar Shadi Holiday Display, featuring a recreation of the town of Bethlehem with life-size figures, is open through Dec. 26 at 7501 Moeser Lane in El Cerrito.

Marin County

In Marin, the go-to spot for ‘oohs and ahhs’ is the Holiday Light Spectacular from 4-9 p.m. through Jan. 4, 2026, at Marin Center Fairgrounds at 10 Ave of the Flags in San Rafael through Jan. 4. Displays dazzle, with lighted walkways and activities almost daily. For more info, go to: www.marincounty.gov/departments/cultural-services/department-sponsored-events/holiday-light-spectacular

The arches at Marin County Civic Center at 3501 Civic Center Dr. will also be illuminated nightly.

San Francisco

Look for light installations in Golden Gate Park, chocolate and cheer at Ghirardelli Square, and downtown, the ice rink in Union Square and the holiday tree in Civic Center Plaza are enchanting spots day and night. For neighborhoods, you can’t beat the streets in Noe Valley, Pacific Heights, and Bernal Heights. For glee and over-the-top glitz there’s the Castro, particularly at 68 Castro Street.

Livermore

The winner of the 2024 Great Light Flight award, Deacon Dave has set up his display with a group of creative volunteers at 352 Hillcrest Avenue since 1982. See it through Jan. 1, 2026. For more info, go to https://www.casadelpomba.com

Fremont

Crippsmas Place is a community of over 90 decorated homes with candy canes passed out nightly through Dec. 31. A tradition since 1967, the event features visits by Mr. and Mrs. Claus on Dec. 18 and Dec. 23 and entertainment by the Tri-M Honor Society at 6 p.m. on Dec. 22. Chrippsmas Place is located on: Cripps PlaceAsquith PlaceNicolet CourtWellington Place, Perkins Street, and the stretch of Nicolet Avenue between Gibraltar Drive and Perkins Street.

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