Friday, 30 January 2009

PETA's 'banned' Superbowl ad - or how to use Superbowl to drive web traffic.......

PETA, the US animal rights organisation, have created a controversial series of videos which are now going viral. The PETA film, 'Veggie Love' is based around the proposition that 'Vegetarians have better sex' and shows 3 models in a series of sexually suggestive poses with vegetables. PETA submitted one of them for approval for broadcast in Superbowl XLIII, but got a firm rejection letter from NBC that goes into far too much detail, listing all the specific elements of the film that they found objectionable (obviously published in full on the PETA website.)

It is doubtful that PETA ever intended to stump up $3million to air it, but PETA's 'Veggie Love' film is now getting significant viral coverage and a series of further (equally suggestive films) have been uploaded to the official PETA YouTube channel.

Here is the ad (do not play if you are offended by scenes of a sexually suggestive nature):

'Veggie Love': PETA's Banned Super Bowl Ad

Last year GoDaddy capitalised on having an ad banned by making a second (approved) TV ad telling viewers that the banned GoDaddy ad could be seen in full on the GoDaddy website - resulting in 2 million website visits against 500,000 the previous year. This year GoDaddy's Superbowl TV ads have not been banned, but continue to be sexually suggestive. Again designed with a view to driving online traffic, they use the strapline 'continued online at' (tacky, but probably effective):

It will be interesting to see how many 2009 Superbowl ads drive traffic to websites. In 2008 it was surprising how many Superbowl advertisers did not optimise their web presence to take full advantage of the traffic boost that a Superbowl spot provides. For SuperBowl XLIII various advertisers have already released online teasers telling people to look out for their ad and some have even released the full ad online, have they invested similarly in after game promotion too?

Monsters v Aliens teaser promoting the first 3D Superbowl ad:

New SoBe Water Superbowl XLIII ad - follows the Monsters v Aliens 3D ad, but is already online in full:

Related posts:
Superbowl 2008 ads find new life online through YouTube, MySpace and AOL (with various embeds and comment)
Dorito's $1m User Generated Ad competition for Superbowl XLIII

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