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A sales director at a Portland, Maine, marketing firm conceptualized the ad that will be one of the National Football League’s 30-second spots that appear during Super Bowl XLI.
Gino Bona’s winning submission was one of more than 1,700 entries that the NFL received for its promotion aimed at letting fans create one of its Super Bowl ads, AdAge reports (via MarketingVox). Bona’s ad features the tagline “It’s hard for us, too,” and plays out scenes involving fans coping with post-Super Bowl depression because there will be no pro football for seven months.
The NFL let fans pitch their ideas at Giants Stadium, Texas Stadium, and Invesco Field at Mile High in Denver. From the entries, 12 were selected, and visitors to NFL.com/SuperAd voted on their favorites. The site received over 200,000 votes. The winning entry was determined from users’ votes and input from judges and the NFL (Bona’s pitch was actually the Number 2 choice by fans, but the NFL chose it as the winner).
Bona will be flown to Los Angeles next week to be on the set for the filming of the commercial. He will also receive airfare and tickets for himself and a guest to Super Bowl XLI.
Frito Lay and Chevy also turned to consumers to help create Super Bowl ads.
Bona’s pitch to the NFL can be seen here.
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