Sunday 28 December 2014

What All-Ireland ads would be like at Superbowl prices

Published 10/01/2013 | 05:00

FOR American Football lovers, the most important date on the calendar is now only three weeks away, with the Superbowl set for February 3. It's also one of the most important dates on the advertising calendar, with companies devising ads that may run only once during the many breaks in the game but will then be parsed to the nth degree afterwards and replayed endlessly online.

Once again all the 30-second slots have been sold out at prices of between $3.6m (€2.7m) and $3.8m a pop, although the broadcaster CBS has made no secret of the fact that if somebody wants to pay $6m-plus for a slot at the last second, money will talk.

To say the market is a little more highfalutin than the advertising gigs at halftime in the Six Nations rugby matches or All-Ireland finals would be an understatement.

But if the All-Ireland ad breaks were as important as the Superbowl, what companies would spend $3.8m for a spot, and how would they go about it?

Bank of Ireland probably couldn't afford the payout in these straightened times, but something along the lines of Chrysler's "Half time in America" ad from last year would be appropriate. The theme of a country and industry coming back from the dead would be a welcome one.

Guinness would be the obvious candidate to take the spot normally held by Budweiser. As for who would take over GroupOn's controversial adverts ("The people of Tibet are in trouble, their very culture in jeopardy ... but they still whip up an amazing fish curry"), well, our lawyers would be thankful if The Punt avoids that one ...

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