• Jonathan Shiek

Underdogs. Together. Strong

What just happened? — Reddit (@reddit) February 8, 2021

More often than not, some people actually look forward to the Super Bowl commercials rather than the actual reason the Super Bowl is held. Reason being is that the Super bowl Commercials are probably one of the most expensive TV advertisement slots out there due to the amount of people tuning in.

So it should come as no surprise that securing a slot is immensely difficult and those who do get a slot are usually considered apex capitalists. As such, marketing executives and advertising executives spare no expense in securing those slots as it provides them with the most return in terms of viewership.

However, in a turn of events, this year may very well be the year of the underdogs as Reddit’s ad premiered on a Super Bowl time slot for the first time ever albeit for a brief 5 seconds. This powerplay by Reddit cost them their entire marketing budget but it certainly left its mark.

In the 5 second ad, a brief text appeared stating that we can do anything together as long as we stand united against a cause. This obviously is a jab taken at the whole GameStop fiasco going on. Find out about the GameStop situation here. You can see the entire 5 second ad above but here is the whole text in case you are reading this on your mobile device and the text in the ad is too small.

“Wow, this actually worked.”

“If you’re reading this, it means our bet paid off.”

“Big game spots are expensive, so we couldn’t buy a full one. But we were inspired and decided to spend our entire marketing budget on 5 seconds of airtime. One thing we learned from our communities last week is that underdogs can accomplish anything when they come together around a common idea.”

“Who knows, maybe you’ll be the reason finance textbooks have to add a chapter on “tendies.” Maybe you’ll help r/SuperbOwl teach the world about the majesty of owls. Maybe you’ll even pause this 5-second ad.”

“Powerful things happen when people rally around something they really care about. And there’s a place for that. It’s called Reddit.”


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