Paul Sage – Marketing

Marketing Observations with some Sage Advice

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MARKETING COMMUNICATIONS LEADER skilled at planning, creating, implementing and measuring communications in consumer and business markets. Balanced experience in corporate marketing teams, agencies and independent consulting. Flexible in all media and channels, including offline and online advertising, website optimization, social media, direct marketing, mobile marketing, trade shows, sports and multicultural sponsorships, public relations, sales training and employee communications. Industry experience includes telecom, banking, utilities, business services, building materials and healthcare. Key Capabilities • Marketing Communications Project Management • Marketing Research and Communications Measurement • Agency and Vendor Selection, Direction and Evaluation; Vendor Contract Optimization and Cost Reduction • Writing: Brand Definitions, Creative Briefs, Proposals, Online and Offline Content • Coaching and Training Specialties: Project work for companies, agencies and entrepreneurs looking to define their brands and market themselves. Brand Definition; Creative Brief Development; Agency Selection; Agency Evaluation; Agency Direction; Agency Contract Optimization; Marketing Project Management; Marketing Communications Measurement; Mobile Marketing; Writing Proposals and Social Media Content. Good

Super Bowl LIX Ads, Play-by-Play

While the Big Game was never close on the field, the annual showcase of creative advertising on TV was full of memorable and not-so-memorable moments. This list is a complete roster of what ran, and even some ads that we thought were going to run but never got in the game.

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One response to “Super Bowl LIX Ads, Play-by-Play”

  1. Paul Sage - Marketing Avatar
    Paul Sage – Marketing

    The Carl’s Jr. Hangover Burger ad starring Alix Earle did not air during the Super Bowl yesterday for a few key reasons:

    1. Strategic Targeting: Carl’s Jr. chose to run the ad on streaming and traditional services in specific markets rather than during the Super Bowl broadcast. This allows for more precise geographic targeting, which is beneficial since Carl’s Jr. only has locations in 16 states in the U.S.
    2. Cost Savings: By not airing during the Super Bowl itself, Carl’s Jr. avoided the massive $8 million price tag for a 30-second Super Bowl spot. Instead, they opted for a more cost-effective strategy of running the ad in parallel channels.
    3. Maximizing Exposure: The company likely anticipated that the ad would generate significant free media coverage and word-of-mouth sharing without the need for an official Super Bowl slot. This approach allows them to benefit from the Super Bowl buzz while saving on advertising costs[24].
    4. Targeted Timing: The ad is specifically promoting a free “Hangover Burger” offer for the day after the Super Bowl (February 10, 2025). By running the ad before and after the game, rather than during it, Carl’s Jr. can more directly connect with viewers when they’re thinking about their post-game plans and potential hangovers.
    5. Controversy Avoidance: Given the ad’s provocative nature, featuring Alix Earle in a bikini, Carl’s Jr. may have chosen to avoid potential controversy or backlash that could come from airing such content during the family-oriented Super Bowl broadcast.

    By taking this approach, Carl’s Jr. aims to generate buzz and drive app downloads for their free burger promotion while avoiding the high costs and potential risks associated with an official Super Bowl ad slot.

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