Advertisers shelled out new record dollar amounts for 30-second spots at this year's Super Bowl, and as more ads feature current hits and emerging singles as their soundtrack, the Super Bowl has also grown into a top hit-making destination for the music industry too.
Advertisers are paying upwards of $3.7 million just to air their spot during the big game, and major synchs can fetch anywhere from $100,000 to upwards of $1 million, depending on the artist, number of territories airing the ad, the length of the commercial "flight," or airtime, and whether the song has been synched previously.
One synch likely on the upper tier of that spectrum is Fleetwood Mac's "Landslide," written by Stevie Nicks. The classic song was commercially licensed for the very first time for Budweiser's "Clydesdale" spot. "We knew she was very protective," Paul Chibe, Budweiser's VP of marketing, says of Nicks' tentative approach to synchs, "but when she saw the script she felt it was an appropriate presentation, that it was an elevation of the music and not something that would take away from it."
Fleetwood Mac‘s lovely, bittersweet 1975 song provides the soundtrack to Budweiser’s 2013 Super Bowl commercial. As Stevie Nicks sings of changes and regret and getting older, we watch a heart-tugging montage of scenes tracing the relationship of a Clydesdale (and his loving breeder) from birth up until the day the horse gets the call-up to the big leagues, parading around in front of the famous Budweiser wagon. The spot then cuts to three years later, with the breeder traveling to the big city just to see his old friend again, and… well, we won’t spoil the rest for you. It’s oddly touching (if a tad unrealistic).
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