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PRINT INSERTION
DDB , Chicago / COORS BREWING COMPANY / 2021
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Cultural / Context information for the jury
The Super Bowl isn't just the largest football game in America, it's also the most famous advertising event. It may be the only event in the U.S. where the ads aren't just skipped, they're anticipated. Hijacking attention away from a competitor's ad is inherently disruptive and buzzworthy.
Legally, most brands cannot use the term "Super Bowl" because it is copyrighted by the National Football League. We therefore described it as "That Sacred Sunday in February When Everyone Is Watching Football" as a way to intentionally avoid being sued, which our audience appreciated.
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