Thursday, February 01, 2018 5:09:53 PM
By Lewis Lazare – Reporter, Chicago Business Journal
Jan 25, 2018, 12:23pm CST Updated Jan 25, 2018, 1:53pm
Groupon raised the curtain today on its first Super Bowl spot since 2011.
The new spot for the Chicago-based online deals company stars rising comedic talent Tiffany Haddish (Groupon's new spokeswoman) and is the handiwork of the O'Keefe Reinhard & Paul (OKRP) Chicago ad agency.
Haddish has a saucy brand of humor that naturally brings a smile to one's face, even if the new Super Bowl spot may not show it off so well as other spots that O'Keefe is doing for Groupon (NASDAQ: GRPN) that also feature Haddish.
Groupon's new Super Bowl spot opens with a stylish-looking Haddish strolling down the sidewalk pointing out the two things Groupon increasingly wants to be known for — saving money for customers and supporting local businesses.
Watch it here:
Then, with a knowing look in her eye, Haddish looks into the camera and suggests there may be souls out there who don't buy into these two key Groupon tenets.
Cut to the mansion of an obviously wealthy resident. As quickly becomes apparent, the mansion is the abode of an evil-sounding character who makes clear in a telephone conversation he is having that he doesn't support local businesses.
Once that revelation is made, the stage is set for this anti-Groupon figure to get hit in the gut by a football by two players who show up out of nowhere.
Ouch.
Humor comes in many forms, as we all know. And one person's idea of hilarious may not at all match another's idea. I didn't find the physical humor here to my liking. Others may think otherwise. But OKRP partners Tom O'Keefe and Matt Reinhard said in a interview today that they went with physical humor because history has taught them such stuff works best in a Super Bowl environment.
So be it.
But the kick to the gut might have been funnier if viewers knew more about the evil character that gets the hit. Hard to do in 30 seconds, I know. Still, as presented in Groupon's Super Bowl spot, the villain is too one-dimensional to be of much interest.
In any event, the real star of this Groupon Super Bowl spot is Haddish, who will show up and show off her humor to better effect in other Groupon advertising in the pipeline.
Haddish is a natural in front of the camera, and, as previously noted, she has a style of humor that is very likeable.
As they say in showbiz, I think the best is yet to come from Groupon and OKRP and Haddish.
Groupon's Super Bowl spot will run in the game's fourth quarter — which can be a dangerous quarter for a commercial to air in if the game turns into a rout like the one that propelled the Philadelphia Eagles into the big game. The Eagles trounced the Minnesota Vikings 38-7.
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