Super Bowl

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

So I awoke today to the breathless news that it was…wait for it….OMG Givenchy (!) that made Madonna’s outfits for her Superbowl halftime show last night. Bet you were on the edge of your seat waiting for that one. I was. So what’s in it for them? Will it have any knock-on effect at all for the brand?

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