Las Vegas ignites extravagant celebrations at Super Bowl with their latest campaign

Article Brief:

The Las Vegas Convention and Visitors Authority (LVCVA) has initiated a petition on Change.org to promote lively festivities during the city's inaugural Super Bowl, according to a recent press release.

The push includes a music video starring former NFL star Chad "Ochocinco" Johnson, reenacting some of his memorable on-field celebrations. Set to the music of rapper Tobe Nwigwe, the 90-second clip will be distributed as six-, 15- and 30-second ad spots. This initiative, developed by LVCVA agency of record R&R Partners, marks Las Vegas' return to running Super Bowl campaigns after a two-decade ban, coinciding with the buildup to the big game and its associated ad campaigns.

Article Insight:

The introduction of the "Excessive Celebration Encouraged" campaign coincides with the upcoming first Super Bowl to be held in Las Vegas on Feb. 11, 2024. This marks yet another significant shift in the landscape of advertising for the big game. Previously, the city was prohibited from airing ads such as its renowned "What Happens Here" campaign during the Super Bowl due to past NFL restrictions related to sports betting.

As Super Bowl LVIII approaches, the LVCVA is petitioning to relax rules that have given the NFL the nickname "No Fun League." They want to encourage excessive celebration around the game and in Las Vegas, highlighting the unique and unmatched energy that surrounds the game. LVCVA president and CEO Steve Hill expressed determination to show the world that Las Vegas is the ultimate destination for celebration as they prepare to welcome the Super Bowl for the first time.

At the heart of the initiative is a 90-second music video showcasing Grammy-nominated artist Nwigwe — a former college football player and once NFL prospect — and Johnson, an All-Pro player recognized for his outrageous on- and off-field behavior. In the commercial, Johnson, who made an appearance on "Jimmy Kimmel Live" to promote the campaign, reenacts memorable moments such as his marriage proposal and river dance touchdown celebrations. The ad made its debut during the Thanksgiving Day NFL game between the Washington Commanders and Dallas Cowboys and will be featured in various formats.

With the Super Bowl approaching, Las Vegas has become a focal point for marketing efforts, thanks to its growing professional sports presence and the new eye-catching Sphere installation which has caught the attention of major brands like Coca-Cola and Heineken.

In addition, CBS, the broadcaster for the Super Bowl, has nearly sold all of its ad space for the big game, with 30-second spots commanding a price of $6.5 million to $7 million.