Connect with us
https://tickernews.co/wp-content/uploads/2023/10/AmEx-Thought-Leaders.jpg

News

Superbowl ads swap politics for Taylor Swift and AI

Published

on

Fans can expect celebrities and more lighthearted commercials, along with glimpses of Taylor Swift, during the Super Bowl on Sunday.

It’s a sign that corporate advertisers are avoiding the recent practice of using the big game to promote social causes.

While high-priced Super Bowl commercials often play for laughs in trying to make an impression, the flashy productions can also reflect the national mood.

Brands that previously took stands on issues such as diversity and climate change, are acknowledging that anything seen as political while attempting to market products to all consumers can be “treacherous to navigate,” said Kim Whitler, a professor at University of Virginia’s Darden School of Business and a former marketing executive at Procter & Gamble (PG.N).
Advertisement · 

“The pendulum swings. First, it was ‘we don’t do enough,’ and now it’s swinging back,” she said.

Encountering xenophobia

Budweiser in 2017 used the Super Bowl to depict Anheuser-Busch’s (ABI.BR)founder making the journey from Germany to America in 1857, encountering xenophobia and discrimination along the way.

This year, it will bring back the iconic Clydesdale horses to its Super Bowl commercial, while related brands like Michelob Ultra will have a lighthearted ad featuring soccer superstar Lionel Messi.

For brands that want to appeal to a younger demographic during the NFL championship clash between the San Francisco 49ers and Kansas City Chiefs, the romance between Swift and Chiefs tight end Travis Kelce, which has dominated social media, could provide inspiration, said Charles R. Taylor, professor of marketing at Villanova University School of Business.

Despite some griping over attention paid to Swift during games she has attended this season, the pop megastar’s appeal has benefited the league and could do the same for brands shelling out millions for a Super Bowl commercial, Taylor said.

The price of a 30-second spot on CBS sold for around $7 million, according to a source familiar with the ad sales, about the same as last year.

Increased viewership

“It’s definitely been good for the NFL. (Swift has) flat out increased viewership,” Taylor said.

One trend emerging in commercials and teaser videos released before the game is ensemble celebrity casts.

Bud Light will introduce the Bud Light Genie, who grants a group of friends wishes that turn a night watching football into a jam-packed adventure.

With the genie’s help, the friends magically appear at rapper Post Malone’s concert, then at an Ultimate Fighting Championship match with UFC President Dana White, and become best friends with Hall of Fame quarterback Peyton Manning.

The beer brand’s return to raucous humor comes after it endured a damaging conservative boycott for featuring a transgender social media influencer in one of its ads.

“We’re leaning a little bit harder into the humor this year,” said Todd Allen, senior vice president of marketing for Bud Light.

Google (GOOGL.O) will strike a heartwarming tone while promoting its prowess in artificial intelligence (AI), a hot topic in the tech industry.

Continue Reading

News

Murdoch loses trust control bid for son Lachlan

Rupert Murdoch’s attempt to alter family trust for Lachlan’s control denied by Nevada commissioner, citing bad faith.

Published

on

Rupert Murdoch’s attempt to change the family trust to consolidate control under his son Lachlan has been rejected by a Nevada commissioner.

The ruling, made by Commissioner Edmund J. Gorman Jr., stated that Murdoch and Lachlan acted in “bad faith” while trying to amend the irrevocable trust, which divides control equally among Murdoch’s four oldest children.

The 96-page opinion characterised the plan as a “carefully crafted charade” intended to secure Lachlan’s executive roles unconditionally.

Murdoch’s lawyer expressed disappointment and plans to appeal the ruling.

FILE PHOTO: Media mogul Rupert Murdoch poses for a photograph with his sons Lachlan and James in London.

Media empire

This dispute is critical as it affects the future control of Murdoch’s media empire, which includes Fox News and other major outlets.

While the intention was not to diminish financial stakes, the ruling reflects deep family tensions, especially given differing political views among the siblings.

The commissioner noted Lachlan initiated the proposed changes, created a plan dubbed “Project Family Harmony,” and labeled James as a “troublesome beneficiary.”

Despite Lachlan and Rupert’s efforts, the attempt to marginalise James was deemed insufficiently justified by the court.

Murdoch’s family trust, established in 2006, retains his control until his death, and includes provisions allowing amendments.

However, the commissioner found that Murdoch and Lachlan’s actions were not supporting their siblings’ best interests.

The ruling is not final and may be contested further in court.

Continue Reading

News

Post-Assad Syria poses new challenges for US strategy

Post-Assad Syria challenges US strategy amid power vacuum, risk of extremism, and Iran’s weakened influence in the region.

Published

on

Syrian rebels ousted Bashar Assad after a 13-year civil war, prompting a shift in the region’s dynamics that presents risks and opportunities for the US.

President Biden acknowledged Assad’s removal as a historic opportunity, signaling the need for careful US engagement to avoid chaos in Syria.

Experts highlight this change as a chance to weaken Iran’s regional influence, as the overthrow of Assad hinders Iran’s strategic interests.

The US has had limited involvement in Syria, focusing mainly on combating ISIS, which complicates its response to the new power vacuum.

Expectations suggest a low-level US campaign against ISIS will continue until a stable government is established, with efforts to maintain order and support allies.

The end of Assad’s rule has opened a security vacuum that extremist groups may exploit, further jeopardizing the humanitarian situation.

Iran and Russia also seek to reassert their influence following Assad’s departure, which could lead to competition for power among various factions.

Key figures, including the leader of Hayat Tahrir Al-Sham, Abu Mohammad al-Jolani, may vie for control in the power vacuum, raising concerns given the group’s past affiliations with terrorism.

Washington faces the challenge of engaging with groups like HTS while avoiding further destabilization.

Continue Reading

News

ByteDance, TikTok request pause on US ban

ByteDance and TikTok seek appeal to pause U.S. divestiture law to avoid ban, pending Supreme Court review.

Published

on

ByteDance and TikTok have requested a temporary court order to block a U.S. law requiring ByteDance to divest TikTok by January 19.

They filed an emergency motion with the U.S. Court of Appeals for the District of Columbia.

The companies warned that the law would shut down TikTok, affecting over 170 million U.S. users.

Without this injunction, TikTok faces a possible ban in six weeks, significantly diminishing its value and hurting businesses reliant on the app.

A three-judge panel recently upheld the law, mandating the divestiture.

The companies argue the likelihood of a Supreme Court reversal justifies a pause for further deliberation.

Additional time

They also pointed to President-elect Donald Trump’s opposition to a ban, suggesting additional time could help resolve the issue without Supreme Court intervention.

The Justice Department has indicated the appeals court should deny the request promptly for a timely Supreme Court review.

TikTok requested a decision by December 16, noting that the next actions depend on President Biden, who could extend the deadline, and Trump, who assumes office on January 20.

The feasibility of ByteDance demonstrating significant progress on divestiture remains uncertain.

Trump’s incoming national security adviser expressed his commitment to protecting user access to TikTok while ensuring data security.

Continue Reading

Trending Now