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Education, banking, homes & oatmilk: Local ads run in Super Bowl (with video)


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Super Bowl Sunday is a rare media event. Millions glued to the television – some for the game, some for the commercials, some for the halftime show. And… many for all three.

The game has become known as a showcase for the biggest brands to debut splashy commercials for huge audiences. It’s true for local advertisers, too.

(A disclosure: Some of these advertisers are BoiseDev sponsors, but they didn’t pay to be in this story.)

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

CBH Homes

The local homebuilder brought the hype for its 30th anniversary this year, with a spot called “All In.” The commercial features dozens of CBH’ers running into an arena with a driving hip-hop-infused soundtrack.

CBH Homes came up with the creative idea in-house, with production from FishDawg Productions. Drake Cooper placed the media.

Chobani Oat Milk

Chobani, which has a large operation in Twin Falls, purchased local ad time to tout its oatmilk product. The food maker has expanded beyond yogurt in recent years to include products like oatmilk, creamers, and even cold brew coffee drinks.

Idaho Central Credit Union

The large local credit union featured a new creative concept “Banking With The Greens.” The :30 commercial touted a family with punny first names to go with their colorful surname: Kelly, Hunter, Olive, Forest — and Grandma Ivy. The commercial teases folks to a splash page with a longer-form commercial on how the “high tech family” uses ICCU solutions.

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

Drake Cooper came up with the creative concept, with production from DC/studio.

Idaho State University

The Bengals of Cincinnati took the field – and the Bengals of Idaho State hung out in the commercial break. The school featured a commercial that showcased the role families play in selecting a college.

Mitchell+Palmer of Boise produced the spot, using local talent in the Pocatello area.

Idaho Public Universities

Idaho’s four public universities and colleges ran a commercial that is part of an ongoing campaign promoting the benefits of higher education in Idaho. The spot features students, faculty and alumni and was shot in Boise, Pocatello, Lewiston and Moscow.

Mitchell-Palmer produced the spot for the Idaho President’s Leadership Council.

Mountain America Credit Union

Sandy, Utah-based Mountain America Credit Union has made a large push into Idaho over the last decade or so. The credit union also bought local ad time for a commercial focused on its retirement solutions.


A number of other spots aired in locally-sold time in the game, including for local Ford dealers, A Hyundai ad for Bronco Motors, and others.

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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