The CBS introductory film, aired immediately ahead of the broadcaster’s Super Bowl LIII coverage, was both legitimately funny and a classic sports commercial as it poked fun at the clichéd, overly dramatic sports tease.
Fronted by a classic odd couple in legendary NFL quarterback Peyton Manning and Oscar winning actor John Malkovich, the spot
The four-minute, 50-second telecast tease opens with a Roman Gladiator, blockbuster movie style ‘rote’, but quickly transcends commercial clichés as Manning (brought in to the CBS creative marketing team’s boardroom to act as a Super Bowl consultant) has his Big Game introduction ideas slammed by a Malkovich who dials in to the pitch meeting on a conference call from the Coliseum.
The tease was also amplified across the broadcaster’s other digital and social channels.
The Big Game deserves a big name. Our Super Bowl LIII tease was “produced” by Peyton Manning…with a special consultant.pic.twitter.com/w4ZZKkScmG
— CBS Sports (@CBSSports) February 3, 2019
Comment:
Most years the majority of marketers pretty much ignore the official broadcaster’s introductory promotion immediately ahead of the Big Game in order to focus on the in-game commercial.
But if you tuned in late and missed this CBS promo for Super Bowl LIII you missed out.
Maybe you even missed the best bit of Big game marketing of 2019?
Malkovich also starred in last year’s AFC Championship Game CBS intro for the match up between the Patriots and Jaguars,
but this year’s Big Game spot was even more goofily effective.
After all, can anything really compare to some chicken parm banter between big name stars?
Dramatic opening teases for high-profile sports telecast set out to get viewers hyped up, to link the game that follows to the broadcaster and to stay tuned in for the next four hours of sports action.
Broadcasters such as Fox, NBC and ESPN have all had great success in the space in the USA, but few of them have been as good as this year’s offering from CBS.
Links:
CBS
https://www.instagram.com/cbstv/
https://www.youtube.com/user/CBS
NFL
http://www.nflshop.com/source/bm-nflc…
http://www.youtube.com/nflvault
http://www.youtube.com/nflnetwork
http://www.youtube.com/nflfilms
http://www.youtube.com/nflrush
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