We started talking about our big Super Bowl ad on Wednesday and it immediately created quite a buzz on social media. Not only is this our first Super Bowl ad, it’s also a first for news legend and broadcasting icon Tom Brokaw, who narrated the spot for free.
“The ads are meant to show that the America we know was not inevitable. It took courage. It took leadership. It took pain and sacrifice,” says our President and CEO, Mitchell Reiss. “These ads take you backwards, down the many roads and tributaries of America to their original source: the revolutionary issues, debates, acts, and peoples that defined 18th-century Williamsburg.”
And now, without further ado….
A shortened, 30-second version of this ad will air during Super Bowl 50 (in the break before halftime) in New York, Philadelphia and Washington, D.C. By limiting air time to just those markets, it significantly reduced the cost but still allowed us to reach the cities where statistically, the majority of our visitors live.
How many historic moments did you catch in our commercial? We’ll give a pair of free single-day admission tickets to the first 5 people to comment correctly. We’re also asking you to join the conversation on Facebook and Twitter by sharing this post and telling us your defining moment in history using #ItStartedHere.
https://www.linkedin.com/pulse/how-avoid-tone-deaf-pr-learning-from-colonial-super-ami
I am very glad for the effort, but this commercial fell flat for me,,, I would have preferred tighter and more directional editing with the clips beginning with the present and then moving progressively back to the past and ending with a Colonial Williamsburg scene. To me, this would have made the connection to the past more tangible. For younger viewers, this would have also been more appealing to the more tactile and hands-on culture we live in today. Tom Brokaw’s voice was just the right level of gravitas and familiarity! I can highly recommend Otto Advertising in Norfolk, Virginia for future consultation. I also understand the need for CW to reconnect to people in more relevant and attractive ways, but there is a fine line to be drawn between presenting CW as a contemporary theme attraction and as the historical, educational experience it was originally envisioned. Please don’t over-sacrifice one for the other. Best of luck to Mr. Reiss, and the entire organization at CW!
Great commercial and a very welcome surprise after watching all the other ads with their random senseless thoughts, flashy images, screaming music and general lack of respect for my brain. Some here seemingly miss the point, the point that the American experience did in a large part start in Virginia at Williamsburg and Jamestown. True that other locations played significant rolls but CW is the only large-scale living history museum in the US. The full-immersion experience in a living, breathing 18th century city is an education and not to mention always memorable. We would all do well to learn more about how the nation was formed.
Thanks CW
What was the correct answer to the contest?
Sorry but what is so special about Williamsburg?
Really!?! It was the colonial capital. Biggest, richest, oldest colony in the New World, right when we decided to declare our independence. Washington, Jefferson, Patrick Henry - you know, nobodies like that - just strolled through town all the time, since it was the place to be. It was the capital, as I mentioned - House of Burgesses, home of the royal governor… a lot of big decisions regarding the revolution were made there. And of course, a short distance away, we won that little old war; victory at Yorktown. Also a short distance away is Jamestown, the first permanent English settlement in the New World. You might have heard of it.
Might want to check your “oldest colony in the New World” comment. https://en.wikipedia.org/wiki/List_of_North_American_settlements_by_year_of_foundation
Even if you are only claiming white, present day America, Boston beats Williamsburg by 2 years, Plymouth by 12.
Since the Colony of Virginia was founded in 1607 & Massachusetts Bay was founded in 1628 Melissa is correct as it is the older British Colony.
Hmm. Maybe they should have put some of that in the ad.
50
We counted 50 but some were pictures and some were video. We totally get the message that Colonial Williamsburg is where it all began. The commercial was based on the history of our country and the things that have happened (both good and bad) since it all began. This is one of our favorite places. We have been there more than 20 times starting with our honeymoon 🙂 .
We go back to 1969, the year we were married. We have been back many times to celebrate and mark many family occasions. It’s my favorite place on earth. I always feel like I have stepped back in time and all the stress and problems of today have vanished crossing the portal! It’s theHistory of it all for goodness sake-You must come and cross over and see for yourself!!!!!!
For those of you asking why we didn’t show pictures of CW, we realize the Super Bowl ad is counterintuitive in that it does not reveal our sponsorship until the end of the piece, nor does it show any iconic images of the Historic Area. This was intentional. Our goal is to encourage Americans to think about their origin stories. The viewer, confronted with events and people that have shaped the American experience, is drawn to ask where these streams and tributaries begin. By framing the ad this way, CW in fact becomes “bigger”. We are the epicenter of the American big bang. On the strength of this appeal (the ad has already been seen and shared tens of thousands of times), there will be a campaign that more directly draws people into CW and the discussion of our role in America.
Sorry, I still think it will not work. I showed the ad to 2 people that had never heard of CW. I did not tell them anything beforehand about CW or that I had been there 18 times since 1966. They both said the reverse moving/viewing was too much too fast for them. They also said it did not make them want to check out the CW web-site. After they gave me their opinions, I showed them the “history.org” site. I told them about the great men and women that interpret our founding fathers - Ron-GW, Rich-PH and Bill-TJ
and the many others that bring the history of CW to life. They were impressed with what I showed them and wrote down the web-site address for further consideration. I really believe you missed your intended mark. NEW visitors for CW. I may have pointed 2 toward you.
The correct website is colonialwilliamsburg.com. I’m not sure if it will change your mind but I wanted you to have the correct URL!
I go into “history.org” almost everyday and find it works just as well. I like it better. I find it easier to navigate.
Oh, no Christine! Then, you have been missing out. We stopped regularly updating dot org almost a year ago when we first announced the decision to streamline resources and unify our message with one website — dot com. Marketing has been working diligently to revamp dot com (and I think you’ll love the new navigation) and merge all of our sites into one. We actually plan to unveil the new look very soon. We’re so close! But if you’ve only been checking dot org, then you have missed all of the wonderful, fresh, NEW content! That is why the end of the commercial shares colonialwilliamsburg.com. It is our official website.
Jessica, I have tried .com and found what I was looking for. But I guess old habits die hard. I did by the way give both sites to the 2 people. With .com being first, with .org as a backup. I mostly go to webcams and before they merged, several of the blogs. I’m still getting used to the merger of my favorite sites. Have a good weekend.
Its been seen so many times, because people can’t believe that you would use the tragic event of the World Trade Center collapsing, and yes collapsing, not being put back together. There were many ways you could have portrayed that event, but I see it as a poor use to draw attention to your state, your economic attraction to make your Commercial endeavor, draw more people to it. Why not instead show the new attractions, that you can be proud of, to draw more people in. You lost many people who never got to hear what the commercial really was from, simply because of your inexcusable use of the World Trade Center. Why didn’t you use the pentagon building instead, or was that more likely to annoy local people, Considering that the Pentagon was much closer to the people there, both emotionally and physically. None of anything starts with Colonial Virginia. You can’t claim credit for everything that happens in life afterward simply cause you happened to be the first of anything.
I watched the extended version of the commercial, read the comments thus far, and made my opinion. I think it was well done, understanding it had to play in the markets that have proven to be the best, but I too would have liked to seen a little more of Williamsburg. I know it is terribly expensive and it is a built in thing to want more for just 30 seconds. So glad this and other things are being tried!
I counted 50 #ItStartedHere #SB50
51 I counted. One for each state and DC (my rationale).
I saw about 50 moments. But I was disappointed that it didn’t show Williamsburg as a place. I liked the idea of history going backwards, and didn’t find that the World Trade Center was in poor taste. That was a HUGE part of our history and it would have been poor taste to ignore it. I like the idea of showing puerile that history had an origin, but the connection to Williamsburg is flimsy. Tom Brokaw is awesome though! Also loved seeing cousin Benjamin’s picture.. lol.
53
I shared.the ad before I saw it because I knew great things were coming; in fact they have all happened. I would guess 54 but whatever the number it makes me proud to be an American. Thanks for touching my historical-side.
What a great giveaway. I counted 32 defining moments in history. Creative ad - going backward through time.
Well done Colonial Williamsburg! Beautiful, inspiring, and thought provoking. Hopefully those who see it will visit this national treasure and feel blessed. We live in a great country and this spot reminds us how much sacrifice has come with the privilege. Thank you for telling our story…
I counted 53.
I am a history nut and love COlonial Williamsburg! I counted 53 moments in the story of us! #itstartedhere
We are aware that including scenes from the World Trade Center attacks is powerful and subject to debate. But American history is full of tragedies as well as triumphs. The whole of our experience makes us who we are today. That’s the story we need to tell, whether it is about slavery or an attack upon our homeland. The real story.
The more important question is how many of those historical moments took place in Williamsburg? Also, reversing the WTC tower falling was in poor taste.
I feel they were trying to show moments in our lives and history~not that it all occurred in Williamsburg~they are just the sponsors of the advertisement.
Thank you,
J
I loved the commercial! It both made me so proud to be an American AND want to visit Colonial Williamsburg. I assume that was the point! Well done.
53
Excellent commercial for the Super Bowl.
26 video clips.
Excellent commercial. Well done Colonial Williamsburg. See you in October.
26 video clips.
FABULOUS commercial!!!! - Subtly edgy (yes indeed an oxymoron) to make the point without being too in-your-face.
WELL DONE Williamsburg!!!!! -
I counted 54 +/- a few! Excellent concept, going back in history.
I’m sorry, but I think this was a waste of money. It does not show any reason for visiting CW. It shows nothing of how CW’s motto of ” that the future may learn from the past.” All it was, was a blur of videos and photos, that most individuals under the age of 40, probably will not recognize or understand. I can only imagine what the 30 second video is going to be. It does not show the restored or rebuilt buildings. It does not show the trades. Glad you didn’t waste extra money for a national ad or an ad in the Chicago market. I’ve been to CW 18 times since 1966, and this ad would not impress me enough to want to visit. It gives me no reason to go to CW. I’m very disappointed in this ad.
Excellent response, Christine! We fullheartedly echo your statement.
Thanks Jane, I’m glad I’m not the only one that feels this was a mistake in the use of marketing dollars.
My husband and I honeymooned in CW 20 years ago. At the time, I knew nothing of the history. Don’t know how many times we have returned for living history events and sewing workshops. The ad didn’t grab me because it isn’t for me. They are looking to attract CW newbies. Hope it works.
Celeste, I agree the ad is looking to attract new folks to CW. Many of those that like the ad already are CW fans and knew the ad was supposed to be for CW. Someone that has never heard of CW, I feel, really will not get an over whelming urge to visit CW.
Yes Christine, I nave to say you are right about Celeste’s comment.
I think I saw 52. But one set of instructions was ‘historical moments’ — which could be said for each picture of video shown and another said write down how many “defining moments” which is really pretty different. so I just took a guess that you all were referring to all the historical clips shown! Thanks!
Ms Hansley,
Attendance has been dying at Colonial Williamsburg for 30 years. Using ”that the future may learn from the past” to market Colonial Williamsburg to old rich people doesn’t work any more; expecting different results is futile.
Produce a TV drama using the historic area as a set and the people that H. L. Mencken referred to as “the great masses of the plain people” will beat a path to CW.
Mr. Clayton,
A. I am not old rich people. We go to CW now about every 5 years as inexpensively as we can. We see many young families when we go.
B. Turn: Washington Spies - It’s nice to use CW as a backdrop, I hope CW gets some money for the use of their buildings. But the program puts many of the buildings in other cities with CGI and only those of us that have been to CW many times can recognize the buildings being used. Yes, CW gets a credit at the end of the program, but not many people watch those credits.
I counted 46. A wonderful video.
I counted 0 of all the beautiful archival footage Colonial Williamsburg has to share 🙁
My family Loves Williamsburg!!! We just watched the commercial a few times. Our educated guess is 48…26 video and 22 pics. We hope, if we win, to share these tickets with a family who hasn’t been able to afford a trip to Williamsburg.
I counted 54!
54
I counted 54 historical moments. Will be so cool to see this air during the Super Bowl. We love Williamsburg and can’t wait to get back!
Great commercial 26 video clips and 22 pictures for total of 48. Wish it were being shown in North Carolina. But I will watch it here.
26
I counted 37.
Win or not though I’m still heading to Williamsburg.
54 total
My revised answer. Ok so if it’s video clips it’s still 26. Of the pictures, if one only takes ones that could be considered moments or representative of them, the count is 39. At least that’s what I think. I didn’t count ones that were ostensibly portraits because it’s a person, not necessarily representative of a moment. Idk, I guess if I provide enough justification, I’m hoping my answer could be considered right. 😛
I counted twenty six historical moments. Nicely done. W&M 1983 graduate
At least that’s my guess for video clips. I am visiting in October and would like some tickets. 😛
Man, it’s hard at the end. I counted 54. Great ad!
If it’s just video clips then it’s twenty six. If it’s clips and pictures, then it’s I’m guessing like 37. I don’t know which you’re looking for/