Conventional wisdom dictates that a spot in the Super Bowl (which is to say, an ad) is a highly desirable thing, given the game is watched by approximately 100 million people, give or take. And all those eyeballs on your product, be it Audi or Chrysler or David Beckham’s H&M undies, is an invaluable communications moment; hence the enormous cost ($4 million for 30 seconds) for a slot. So how much more lucrative would it be, theoretically speaking, to get your product on the halftime star – effectively free promotion (minus the cost of the garment, possibly)? It’s the equivalent of red carpet PLUS Super Bowl. It should be a mind-blowingly GIGANTIC in terms of marketing potential. So you can understand why Hedi Slimane of Saint Laurent created a custom-made outfit – gold leather tux, black trousers – for Bruno Mars’ 12 minute half-time show at last night’s game (above left). What an advertisement! Read more
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