England patriots taking on the Atlanta Falcons in this years super bowl, but the real winner of the game could just be the advertisers. According to ad age commercial spending last year was nearly 380 million. This year advertisers will shell out a cool 5 million for just 30 seconds of air time, and the big payoff is big. Nearly onethird of the entire u. S. Population is expected to watch the game. Fox sports pulled an ad by 84 lumber because it showed an image of a border wall. Kind of political there, right . Ad Agency Officials said the spot was changed to make it more acceptable to the network. With me now to talk about all of this is steve mourinho, chief creative officer of butler and clark, ab c, a Marketing Agency with offices in pennsylvania and delaware. Welcome, steve. Thanks for being here. 84 lumber said they had to change the ad to be less political. They tried something here that apparently fell flat. This has happened before. Theres so much buildup to the game that advertisers are really looking for as much opportunity to generate buzz about their own brands, so oftentimes theyll create a controversial ad that even sometimes they know wont necessarily run in order to get buzz about see the ad that was too extreme for the super bowl. A lot of times that will happen. The super bowl has no interest in doing something where literally half the people are watching are going to be in uproar about. So the age of snl where they love to poke fun at our political leaders. Thats not something you expect to see creep into any of these super bowl ads . No. I mean, there are times and moments in the country where everyone rallies behind a common cause, but when 50 of the country is divide, theres no reason for them to republican something is going to be polarizing half their audience. Super bowl has no interest in that. Some of the ads start leaking out earlier and earlier with each super bowl season. Some of them are already out now, and any that you think are already going to be Fan Favorites from what you have seen leaking . People are really starting to either tease the ad in its entirety or just give you snipets of what you can expect. I think the ones weve seen so far, skittles, their spots always test fantastically well. Theyre really funny and well received. Snickers will be doing Something Interesting. Its interesting. The candy category does a lot of fun stuff. Candy is fun. They want their ads to be fun. Those test well. Mr. Clean is doing Something Interesting this year. Its interesting for an old brand like that. Back to snickers. The twist here is its going to be a live ad. First time ever in a super bowl. Well see how that goes. Remember when we were watching the super bowl and all the lights went out. The production issues could be a challenge. Well see how it turns out. Some of the ads, if we see them again we go, oh, yes, that was fantastic. Right. What do you think makes a good ad, and lets start by looking at one that you believe is an alltime favorite, all right . Sounds good. Hello, ladies. Look at your man. Now back to me. Now back at your man. Now back to me. Sadly, he isnt me, but if he stopped using ladies scented body wash and used old spice, he could smell like he is me. Yeah. Thats a fan favorite. Its so clever and creative. The guy just has moxie there. I dont know what to say. You dont just think this is the best super bowl commercial ever, but its one of the best ads ever. Old spice was a brand that my dad wore old spice, you know, and i remember it as a kid. My grandfather. Exactly. It had that smell. This really rejoouvenized a bra, and the way the spot was done, and the production of it was how did they do that . Most importantly, this ad became a part of our cultural lexicon. Look at your man. That was something that people would say. They would talk about this around the coffee table. When you can become a part of thats how you are winning a super bowl spot. Its one of the best ads thats ever been run. Maybe we could have been in that ad if we looked like that guy. Lets move on to another spot. Moving on. You feel this one was spot on. Marcia, what happened . Peter hit me in the nose with a football. I cant go to the dance like this. Marcia, eat a snickers. Why . You get a little hostile when youre hungry. Better . Better. Marcia, marcia, marcia. Jan, this isnt about you. Very creative there, right . Ciright. Using the brady bunch show and building in new celebs in there. You just mentioned the keyword is celebrities. Everybody ups the production value. They want to have celebrities in these ads. They want to spend a lot of money in these ads. Its really hard to use celebrities really well. That ad used celebrities really funny because it was so from right field. Steve and machete. That was so interesting and then when you have it in the brady bunch, the alltime family, it worked well for snickers. Snickers, again, we mentioned is going to do a live ad during the super bowl, and cant wait to see how they pull that off. Lets talk about some that missed the mark. Lets take a look at one you think did just that. Consumer testing publication recently tested the top laundry detergent. the winner percell two in one. Whats wrong with that . That ad ran last year, and do you even remember it . No. Thats exactly the point. Super bowl ads, theyre a different level of advertising. Its not your hohum middle of the day youve seen this ad a bunch of times. It has to live up to the production value of the super bowl itself. It has to be a part of the show. You cant just do a sidebyside comparison. Is it a terrible ad . When you compare it with that snickers spot, it really just feels like its a hohum ad, and thats a really missed opportunity for a brand like that spending so much money to be on the super bowl. You have to walk that fine line, right, between trying to be innovative, creative, memorable, and then doing something that is either in bad taste or just falls flat. Im thinking about nationwide last year . Its a great one. Thats another look, not every super bowl spot has to be funny. You can be heart felt, and you can be sincere, and you can really even be provocative and moving, but there is a taste, and that ad, while being about a serious topic, was just done in some really, really poor taste and didnt remember that everybody is watching the super bowl. Kids are watching the super bowl. It was just really inappropriate for the setting. I couldnt grow up because my dad was in an accident. Im thinking about when you try to be poignant, the budweiser clydesdale after 9 11. Perfect example. Perfect example. Everyone i mean, i was talking about the most serious topic you could possibly talk about, and it was so appropriate. It was poignant. It was meaningful. It didnt have knockknock jokes, and it cut through the clutter. You can be sincere and thoughtful and get just as much positive reviews as some of the really hilarious spots, but you need to be appropriate for the time. Keep people from walking to the kitchen to get more snacks or the bathroom. Not easy to do, though, right . You nailed it. The super bowl is one of the very few shows where people dont turn away when it comes to commercials. They say hang tight. If you can create a spot where everybody is hanging out and were all hanging out and eating chips and everyone stops and is silent and is watching tv and hold peoples attention like that for 30 seconds, you just won. Outside of the live ad were expecting from snickers, any other surprises you think we can look for . Im going to be interested to see if anyone is going to be dangerous enough to do something that feels political and how theyre going to spin that. There may be some social groups that do it. Ill be interested to see if any serious National Brands do it. Im actually interested in seeing what budweiser is going to do. Budweiser pulled the clydesdales last year. First time in 20 years. Im interested to see how they am cool back and see what they do where. Jim moreno of ab c, which rolls off the tongue a little bit easier, we appreciate you being here. Cant wait to see these ads and the halftime show always dont turn away. Entertaining as well. Thanks a lot. Coming up next on nbc 10 issue women and men mafrped last week capturing the attention of the entire world. Now the question is how does the group keep that momentum going . Dear fellow citizen, i know what its like to worry about student loan debt. I graduated into it. So i couldnt do the things i love, like traveling. But i knew there had to be a way to manage it. Citizens Bank Education refinance loan. Call. An education refinance loan helped me save on payments each month. If you have a question about whether refinancing is right for you, ask me. Sincerely, robert kennedy, fellow grad and fellow citizen. Call. To refi now. Welcome back. They marched in washington and major cities around the world, including right here in philadelphia. Now organizers have a new task making sure the movement has staying power. With me now is pam williams. Pam is the cochair of the pennsylvania womens march, and she chairs the diversity and Inclusion Committee. Pam, thanks for being here. We know this march has gotten a lot of attention. Time magazine has it on its cover now. Lets take a look at that. It says the resistance rises, how a march becomes a movement. Do you feel it was a success, it got the message across . The march was more than a success. I mean, when you have over three million women that are marching around the globe, you know, every continent, over 600 marches, and then in every state in the u. S. , that says something. Thats more than a march. That absolutely is the start of a movement. Whats the goal now of this movement . Is it to simply be resistance to President Trump, or is it are there other goals . When you do have that many people in one space, there is no way that you are going to get 100 of everybody thats on one message. The one thing that every woman said that was really important to them was womens rights. It didnt matter what womans right it was because there was so many. Now, of course, you had signs. Some of the signs were a little bit more maybe offensive or they were a little over the top than others. Some of the chants that were chanted. I have to tell you, the women that i saw and i was in d. C. The women that i saw, it didnt matter if they were black, white, muslim, latina, and then you had republican, you had democrat, green, independent. All women together marching for a common cause of womens rights and human rights. Where do you thatake this fr here, keeping this movement relevant and moving forward . Relevancy is key. Being able to keep the movement and keep the momentum is really key. So are you, for instance, planning to target your local delegations, lawmakers in washington, midterm elections, or do you simply want to keep an eye on executive actions by President Trump . In other words, what do you do now . So its actually all of the above. Everything that you mentioned. You know, at the local level, you have to start at the local level. Thats where politics begins. We have a new president. He won fair and square by the athletic orl college, the way that its currently set up. President trump and Hillary Clinton, without the two of them, this would not have happened. You would not have women coming together like this. Maybe they thought about it before. You know, even if Hillary Clinton had won, would we have gotten together and marched for womens rights, for human rights . It didnt change anything. They were still there. When you think about it, you know, what they did with starting this movement, frankly, there are a lot of us that are thanking them. Im going to see if well be thanking them maybe two years from now when we see what President Trump is really going to do, but, you know, this march really changed the dynamics of how women stand up for themselves as well as for others. Some women from our area tell us they didnt feel as if the march really represented them, and we spoke with a woman named daphne goggins, the vice chair of the black republican ward leaders caucus, and i want you to listen to some of what she had to say. K on. Okay. Then well talk about it. I didnt feel like they represented me. I am prolife, and i felt like the whole march was about planned parenthood. There were so many other issues, you know, equal pay, so many things that they didnt seem to be talking about. It just seemed to be like one more angry rant because donald trump is president , and he is our president now. You look at who went to the polls and who voted for donald trump. At the end of the day when he kept saying women wouldnt vote for him, they did vote for him. Many of them. I feel as though i appreciate the way President Trump is reaching out to everyone. So one of her points there about those who support the Prolife Movement, that was the initial reaction from the Trump Administration as well the day after the march saying that members of the Prolife Movement were not welcome at all at the march on washington and elsewhere. So not true. So not true. There were many prolife as well as prochoice. Now, theres a lot of speculation on, you know, what does prolife mean, what does prochoice mean . You are either all in or youre not. It definitely does not work that way. I can tell you from being chair of the diversity and Inclusion Committee for the march, with over 6,000 members and theyre coming in by droves every single day, women want to have the conversation. Weve got to start engaging and stop dividing. You can have a prolife prochoice woman that is a republican that can sit in a room and have a conversation with a woman that is single or that is homeless or that has had an abortion, for whatever reason. You know, and still say together we can make a change because what is a womans right to you is also a womans right to me. You have a 100 day plan, is it, for moving forward. Tell us about that. Every few weeks theyre going to be putting out another message. Here is what you do collectively as a group. Here is Something Else we need to target that we want to make sure that we are collectively using our voices to show this is important to us. Thank you for joining us here today, and perhaps well talk with you again as the move continues. Absolutely. Thank you. Next on nbc 10 issue, why many in our area are losing out when it comes to paying for college. We have some real tips for getting the school of your choice to contribute more cash. Dont go away. Welcome back. Many afamilies in our area are now in a waiting game. Theyre waiting to find out where their sons and daughters will be going to college. Acceptance letters are already going out, and with those letters comes the financial package. With me now is sarah harborson, the former associate dean of admissions at the university of pennsylvania, and she was also dean of admissions at franklin and marshall college, and she now works as a private college counsellor. Sarah, thanks for being here. You make the point that parents dont always realize there is some negotiating that can go on with these schools as far as how much Financial Aid families can get. Yeah. Colleges dont like to use that term of negotiating. You dont want to feel like theyre car salesmen, but what happens is families will get their Financial Aid award right after the student is accepted, and if theyre not happy with the package, its really important to at least reach out to Financial Aid and also to the Admissions Office so that you can find out what you need to do to appeal your award. Thats a possibility at most institutions. So there is a process you can actually go through, and dont be shy about saying, hey, this isnt going to work for us. Yes. You know, if thats the students dream college and they got admitted, but the package doesnt look the way they want, yes, there are certain steps families can make. You want to contact the Admissions Office and find out who read your application because they can be an advocate in the process for you. Then you contacts the Financial Aid office. Theres usually a form that goes along with the appeal process, and it gives the family an opportunity to offer up more information, and also, you want to send in other offers from other institutions. Especially if theyre a similar type of institutions that you are going to be able to show what other offers you got. So, like when you go to the store and say, hey, i found this deal online. Are you going to match that . Yeah. And colleges dont necessarily like to use the word match, but a lot of them will say well come in line with that offer. Especially if its a similar type of institution. You cant show your dream college if they only offer base Financial Aid. You cant show them a merit scholarship from another institution. Which brings us to explain to us the different types of Financial Aid that were talking about because there are different ways to sort of get some help. Yeah. Needbased Financial Aid is based purely on what the family needs financially to send their child to college. That is evaluated through the fafsa. Sometimes a profile might be required. For merit scholarships, you know, it can be very subjective. Sure, your grades matter and your test scores matter, but there is a subjective component, and a lot of colleges and universities give out merit scholarships, and thats where you have a little bit more leverage. Leegts say you got a better merit scholarship from one institution, but you want to go to your dream college, and they gave you a little bit of merit money, but the thing is whenning a college gives out merit money, theyre using it as a yield tool. They want that student, and so sometimes by showing the better merit scholarship from another institution showing it to that dream college, you might have a little bit of leverage to possibly get that merit schol scholarship increased. Is it a question sometimes of deciding to go to a state school because it is going to be less expensive, and is that a myth, or is that true in all cases . You really have to look at what kind of Financial Aid program they have. When i worked at university of pennsylvania, a lot of people would get scared off by the price tag, but, in fact, they had an incredible Financial Aid program. They also have a no loan policy. Sometimes even though the Sticker Price looks shocking, the actual price that families will pay could be a lot less, especially if you qualify for needbased aid. A lot of times you hear from families that their Financial Aid award from a place like pen was better than an in state or out of state. If you are not successful in getting the aid you need, are there other options for students . If thats your dream college and theyre not able to adjust your needbased Financial Aid or the merit scholarship, what are some things students can do . They can take out a private loan, but we want to make sure that students and parents are really being careful with debt because you dont want to come out of college with a whole lot of debt, and youre not able to repay that. Another option is to apply for private scholarships, and the best place to really college that out is you can go on the department for labor. They have a list of scholarships for high school students. That are not associated necessarily with that school you want to go to. Thats right. Private scholarships can reduce the expected family contribution. It can help the student make some ends meet. At least for that first year. May i just say im glad im finished with this process or almost finished with this process. Yeah. At least finished with getting into school. It can be very stressful. Yes, for the students and the families as well. Absolutely. Thank you so much for being here on issue. Great pointers. Appreciate it. Thank you. Thats it for this edition of nbc 10 issue. If you have an issue that you would like to see us cover on nbc 10 issue find us on twitter at nbc 10 issue. Im jim rosenfield. Have a great sunday. About student loan debt. I graduated into it. It was keeping me from doing the things i love, you on but i knew there had to be a way to manage it. Citizens Bank Education refinance loan. Call. Or visit citizensbank. Com refi to find out how much you could save in less than two minutes. I refinanced more than 6 federal and private loans. Even if youve already consolidated, you can still refinance your undergrad and grad loans. Now that im saving, i can visit my nephews. And i can help you with your student debt, so you can do whatevers important to you. If you have a question about whether refinancing is right for you, ask me. Sincerely, robert kennedy, fellow grad and fellow citizen. Citizens Bank Education refinance loan. Call. To see how much you could save now. 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