When you think of advertisers for a big-ticket sporting event like the Superbowl, the United Nations doesn’t naturally spring to mind. So how did it come to pass that the Better World Campaign created a bona fide, NFL- approved, Superbowl commercial in support of the UN — albeit, one that aired only on television screens in airports around the country?
BWC President Peter Yeo explains.
What prompted BWC to make this Superbowl commercial?
Yeo: First, we had a great opportunity. A company that sells Superbowl advertising on airport screens around the country, ReachTV, made us an offer three days before the game. The more we thought about it, the more sense it made: The Superbowl is uniquely American. And while the UN is made up of 194 nations around the world, it’s based in America, America helped bring it into existence, and it’s been a valuable partner with the UN for 80 years. It’s a unique American partnership, just like football is a uniquely American sport.
You say your ad cost $19.78 to make. That begs the question: What exactly added up to $19.78?
Yeo: My colleague David figures that’s what it cost for the three fancy coffees he ordered while he was editing the video. Unclear if that included the tip. Seriously, a few months ago we made a video in-house for our UNforUS campaign, showing the many ways that the UN benefits the U.S. Many don’t realize how much the United States gets out of this partnership. So our original video included facts like how the UN supports American industries like aviation, and shipping and technology. It mentions American jobs, and the 26 UNESCO World Heritage sites that bring millions of tourism dollars into the U.S. from all over the world. When the opportunity for a Superbowl commercial came up, we re-edited our original video to make it shorter and voila! The least expensive Superbowl commercial ever made was born.
What’s the response been so far?
Yeo: We’ve had a great response to our UNforUS initiative so far. People are pleasantly surprised when they learn the many ways the UN supports the U.S. Whether it’s buying billions — and I do mean billions — of U.S. agricultural products to feed hungry people around the world or working with the U.S. to set standards for digital technology or fighting deadly diseases overseas before they reach our shores…I could go on and on. Here’s the one that really surprises people: The U.S. pays $2.1 billion in dues to the UN each year. Sounds like a lot, right? Well, American businesses get $2.2 billion in contracts from the UN, more than any other country.
What do you hope to accomplish with this campaign?
Yeo: We want people to know what we know: that the UN is indispensable to America and vice versa, that it’s a force for good in the world, and that America is safer, stronger and more prosperous when we’re engaged at the UN. Is it a perfect organization? No. Name an organization that is! What we do know is that the world is a better place because of the work that our country has done with the UN over the last 80 years, and that it continues to benefit American citizens and American businesses in direct and tangible ways. The more people understand those very basic facts, and the more engaged our country is with the UN, the better for all of us.
“The UN is indispensable to America and vice versa, that it’s a force for good in the world, and that America is safer, stronger and more prosperous when we’re engaged at the UN.”
