Those watching the Super Bowl pregame show on Fox Chicago saw a strange commercial: A silent 30-second clip of a potato with the word "advertisement" written on it.
It was the work of Chicago-based Cards Against Humanity (the "party game for horrible people") who paid in the "low five figures" for the local spot as satire of how major companies do marketing, CAH founder Max Temkin told Chicago Inno.
After their ad aired, Cards Against Humanity published a Medium post titled "Why Our Super Bowl Ad Failed." It featured nine-point breakdown of exactly why an advertisement featuring a potato did not work, and stated they would be going out of business due to their loss on the ad.
In explaining why they believe the ad didn't work, CAH noted they didn't add music and neglected to mention the name of their product.
"We were asking the wrong questions," the team wrote. "This is a classic trap. We spent so much time selecting the right potato for the ad that we never stopped to question whether a potato would convey the essential brand experience of Cards Against Humanity."
The potato is a beloved American vegetable with a rich history that is simultaneously hip and timeless
"Our ad failed to connect with young people," they added. "The potato is a beloved American vegetable with a rich history that is simultaneously hip and timeless. But in today’s modern society, the so-called 'rules' of marketing no longer apply. Teens can go anywhere for entertainment, from their portable Nintendo devices to out-of-control blowjob parties. The humble potato just can’t compete."
While CAH really bought an ad that aired on television, the Medium post was meant as a satire of the advertising and marketing world, particularly the frenzy around the Super Bowl. The post's claims that their ad reached 114.4 million people, that CAH originally hired (then fired) Portland-based advertising agency Wieden+Kennedy to work on their spot, and that CAH is going out of business, were part of the joke (in other words: not true).
CAH did not hire an outside agency (they do their ads in house) and are still very much in business, they confirmed.
However, their advertisement, and ensuing post, caused a bit of confusion. On social media, several people in the Chicago area tweeted their bemused reactions.
Interesting potato advertisement. @IdahoPotato ? @NFLonFOX #SuperBowl
— B.A. Bernardoni (@BrianBernardoni) February 5, 2017
The potato advertisement was pure filth #whatsthepoint #stopthepotatoadvertisment
— ER (@officialeare) February 5, 2017
Did I just watch a 30 sec #SuperBowl commercial with a potato and the word "advertisement" written on it?!?
— Rufio on KISSFM (@RufioRadio) February 5, 2017
This isn't the first oddball stunt the Chicago gaming company has pulled off to make a statement: They previously made $71,000 selling "nothing" the day after Thanksgiving and bought anti-Trump billboards near O'Hare during the election.
Photo credit: CAH/YouTube
