- The Las Vegas Convention and Visitors Authority (LVCVA) has launched a Change.org petition encouraging excessive celebration in the course of the city’s first Super Bowl, per a press release.
- The push is accompanied by a music video that features former NFL star Chad “Ochocinco” Johnson, who recreates a few of his iconic on-field celebrations. Soundtracked by rapper Tobe Nwigwe, the 90-second clip will probably be released as six-, 15- and 30-second ad spots.
- The effort, created by LVCVA agency of record R&R Partners, comes twenty years after Las Vegas was banned from running Super Bowl campaigns and arrives as hype for the large game — and related ad campaigns — begins in earnest.
The “Excessive Celebration Encouraged” campaign arrives as Las Vegas prepares to host its first Super Bowl on Feb. 11, 2024, marking one other milestone in how promoting around the large game has modified: For years, town was barred from airing ads like its iconic “What Happens Here” campaign in the course of the Super Bowl due to previous NFL restrictions around sports betting.
With Super Bowl LVIII just months away — and sports-betting increasingly an element of promoting — the LVCVA’s light-hearted petition takes aim at rules which have caused the NFL to be nicknamed the “No Fun League,” urging fans to push for excessive celebration across the game and within the desert destination.
“People come to Vegas because they know that the joy surrounding the sport is just as vital because the game itself. Whether they travel to observe the sport in person or at a viewing party, fans know they will probably be surrounded by energy that is just unmatched anywhere else on the planet. As we prepare to welcome the Super Bowl for the primary time, we’re determined to indicate the world that in the case of celebration, Las Vegas is in a category of 1,” said LVCVA president and CEO Steve Hill within the press release.
Central to the hassle is a 90-second music video featuring Grammy-nominated artist Nwigwe — a former college football player and one-time NFL prospect — and Johnson, an All-Pro player known for his wild on- and off-field antics. In the ad, Johnson, who appeared on “Jimmy Kimmel Live” to advertise the campaign, recreates infamous moments like his marriage proposal and river dance touchdown celebrations. The spot premiered in the course of the Thanksgiving Day NFL game between the Washington Commanders and Dallas Cowboys and can run in various formats.
Along with the upcoming Super Bowl, Las Vegas has increasingly been the location of promoting efforts resulting from town’s push for professional sports and the launch of the eye-popping Sphere installation that has been utilized by brands including Coca-Cola and Heineken.
Meanwhile, Super Bowl broadcaster CBS has “virtually sold out” its big game ad inventory, with 30-second spots going for $6.5 million to $7 million.
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