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Why doesn't Apple need to pay for Super Bowl advertising?

Ondrej Holzman
6

When the Super Bowl is mentioned, most people think of American football. However, a major overseas sporting event also has another side to it than the sporting one - advertising. Tens of millions of fans watch the climax of the North American NFL playoffs on TV, so the duel itself is peppered with advertising spots for which heavy money is paid. And viewers are having fun with the commercials…

Most of the time, the half-minute spots do not really annoy the audience, on the contrary, they have been an integral part of the Super Bowl for years, and everyone waits every year to see who the company will come up with. As it is a very prestigious event, all advertisers try to make their advertising as personal and original as possible and to attract a wide range of audiences. So it's not just the promotion of secondary products, the most renowned companies are also trying to get on the screens during the Super Bowl.

During this year's edition, which was on the program on Sunday, more than 70 ads. In the first quarter, the companies M&M, Pepsi and Lexus, for example, appeared on the screens, in the second, Volkswagen and Disney. Some, such as Coca-Cola, presented several advertisements. We should especially mention the fourth quarter, when Apple customers as part of the promotion of their Galaxy Note tablet argued Samsung. In its advertisement, the main actor is the singer and guitarist of the band The Darkness, Justin Hawkins, and the model Miranda Kerr also appears.

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You might be asking: where is Apple? The question is certainly not out of place, because as you can see, even the largest American companies, of which Apple is certainly one, advertise during the Super Bowl, but the reason why the company with the bitten apple logo did not have its half-minute of fame during the 46th Super Bowl is simple - he doesn't need it. While such a Samsung paid 3,5 million dollars (about 65,5 million crowns) for its promotion and was on the screens for thirty seconds, Apple did not pay a cent and yet its devices appeared before the eyes of millions of viewers for almost three times as long.

Compared to Samsung, Apple has already won a large part of the American market and its iPhones are going crazy. The fact that the apple phone is very popular is perfectly demonstrated by the scene after the duel, when Raymond Berry, a member of the American Football Hall of Fame, carries the Vince Lombardi Trophy down the aisle formed by the players of the victorious New York Giants. Happy footballers reach for the winning cup, kiss it and, last but not least, also take pictures and film the historic moment. And what else to record this moment than with an iPhone, which most players have at hand. Naturally, everything is recorded by inquisitive television cameras.

The shot, which lasts about a minute and twenty seconds (see the video for the first 90 seconds below), not only captures the actual trophy ceremony, but is also a big advertisement for the iPhone. An ad that Apple didn't pay a cent for, an ad created by satisfied customers themselves. Is there anything that any company would like more?

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Jim Cramer, an American investment guru, the situation he described as follows:

At that moment I said to myself: here it is. No chip bag pets and no bloodthirsty vampires. Nothing like that. It was an ad that was worthy of Steve Jobs and the company he built.

Of course, it wasn't an advertising spot. It was just about a group of some of the most popular and well-traveled athletes in the world pulling out their favorite gear that they happen to have on hand.

(...)

But in the end it doesn't matter. The promotion of Apple by real athletes who are not paid for it says it all to me. Moreover, in contrast to the gift for Eli Manning, who had no interest in his new Corvette and almost forgot to pick up the keys.

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