Guaranteed rate and in fact both tried to strike a serious but hopeful tone with their 60 second commercial during Super Bowl 55.
They also accidentally used the same second video image.
In an extremely rare and mildly embarrassing mix, the brand’s Super Bowl commercial has the same archive footage – a clip of a parent giving a little girl a ride in an indescribable living room. Eagle-eyed viewers will notice the shot about halfway through Indeed’s ad, which will be aired in the first quarter, and towards the end of Guaranteed, a bet is placed in the fourth.
The duplicate use of the footage, first reported by Adweek, is extremely unusual in the world of Super Bowl commercials, where the running price of a 30-second commercial this year was around $ 5.5 million.
This problem, like so many others, can be traced back to COVID-19 at least in part.
In fact, in a statement to USA TODAY Sports, he said that the team “had to work through different COVID-19 situations” while shooting the commercial, which led to the use of archive material.
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“One of the production images had to be interrupted, and we were able to fill a specific need through a content house,” the company said. “Unfortunately, we were unable to confirm whether other advertisers were able to use this clip, which lasts only about a second. We do not plan to change the clip, or the ad, as the spirit remains the same, one to convey hope and optimism to job seekers in the job search. “
Guaranteed Rate did not immediately respond to a request for comment from US TODAY Sports, but creative director Charley Wickman told Adweek that his company also turned to archive footage for security reasons.
“We wanted to take care of our people,” Wickman told the trade publication. “We did not want to endanger our people more than we had to. It really is that simple.”
The duplicate clip was licensed by a company called Filmsupply, which said it has seen demand for inventory increase by more than 300% since the start of the COVID-19 pandemic.
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Daniel McCarthy, the company’s CEO, said in a statement that movie information footage has been featured in Super Bowl ads since 2015. In this case, he added that the company did not know that any ads with this clip would be sent during the game.
“As a rights-driven licensing firm, exclusivity is something we can offer to our customers, and in some cases even encourage – especially for Super Bowl ads,” McCarthy said. “We would have strongly encouraged exclusivity here if we knew it was planned for the Super Bowl.”
While the average Super Bowl viewer probably won’t even notice the footage, which will take a total of two seconds during the broadcast, it has requested some clowning on social media. Popeyes split the clip into a 15-second ad for his chicken sandwiches on Twitter with the caption “Does this mean we also have an ad in the big game?”
Contact Tom Schad at email@example.com or on Twitter @ Tom_Schad.