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Local ads in the Super Bowl, too: What you saw & what you might have missed

(Newsletter users – this story may be best viewed on our website due to embedded videos.)

Mixed in with the ads for oat milk and that streaming service you saw a handful of 30-second spots for local brands. The Super Bowl rotates between KNIN Fox 9, KTVB channel 7 – and this year, on KBOI CBS 2.

Just like the national ads, the local TV spots fetch the highest rates of any commercial that you’ll see all-year long. Even with declining overall audience for traditional TV, the Super Bowl continues to draw a large audience.

Here are some of the ads you saw in Idaho.

Washington Trust Bank

Washington Trust Bank ran a spot in both the pregame and during the Super Bowl itself that might have seemed like it was loaded up with foul language. But really, the ad bleeped out the word “can’t.” Titled “can’t is a four-letter word,” it closes with a “can’t jar” akin to a swear jar and works to drive the message that the bank can help customers reach their goals. Duft Watterson created the ad for Washington Trust.

Idaho Central Credit Union

Idaho Central Credit Union also hoped to grab the attention of banking customers during the game. An ad titled “This Is Believing” uses a series of animated green dots that call back to the ICCU logo. The dot morphs into a number of concepts, like a piggy bank, smile, and a house. Drake Cooper’s creative team created the ad for ICCU.

CBH Homes

CBH Homes mixed together a series of still images of homeonwers in front of newly-purchased homes, mixed in with some video images of folks enjoying their homes. The ad touched on the unusual times we are living in – and for some, buying houses in. The campaign plays up CBH’s attempts to add technology to the home buying process. Drake Cooper also put together this ad for CBH.

[Boise ad agency decides to sell — to its employees]

Idaho Lottery

The Idaho Lottery brought its Valentine’s Day scratch ticket campaign to the game, with a series of four-second spots, as well as a full :30 ad featuring “Mega-bolt” and “Enforcer—rita.” The commercial, from Mitchell-Palmer, shows a couple “spicing things up” in a series of campy mock-superhero battles (the extended version from YouTube, below). A broken lamp later, the couple decides to “try Valentine’s games from the Idaho Lottery.” CLM Marketing placed the spots for Idaho Lottery.


Other local ads in the game a COVID-19 spot for the One Idaho campaign, a locally-placed commercial for regional bank First Interstate, and car dealer spots for Bronco Motors, Steve’s Hometown and Larry H. Miller.

Notably, the game, which aired on KBOI2, which is owned by Maryland-based Sinclair Broadcast Group, did not include any promos for KBOI’s news product.

Disclosures: Idaho Central Union is a BoiseDev advertiser, and Drake Cooper placed the ads with us. CLM Marketing, Mitchell-Palmer and Duft Watterson currently have ad campaigns for other clients active with us. None of these firms played a role in the selection or production of this story.

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Don Day - BoiseDev Editor & Founder
Don Day - BoiseDev Editor & Founder
Don is the founder and publisher of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow. Contact him at [email protected].

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