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EV charging brand Wallbox airing first TV spot during Super Bowl LVI

Electric vehicle charging brand Wallbox’s "first TV spot" will run during Super Bowl LVI, according to Emmy Liederman of ADWEEK. Wallbox is working alongside The David Agency to produce a national campaign, which also will "contain digital components following the Super Bowl." The 15-second spot "will be featured during the second quarter" of the Feb. 13 game on NBC. While the "main goal of the Super Bowl ad is to drive brand awareness and popularize Wallbox’s value proposition," Wallbox CMO Bárbara Calixto also hopes that the spot "draws consumer attention to the greater technological shift that is happening in the vehicle space" (ADWEEK.com, 1/13). AD AGE's Erika Wheless notes the Barcelona-based company is "looking to expand its U.S. presence." Wallbox is the "first EV supplier to run a Big Game commercial," though the Super Bowl has previously been a "popular venue for automakers to plug their electric vehicle ambitions" (ADAGE.com, 1/13).

BOOKING TIME: AD AGE's Adrianne Pasquarelli noted Booking.com "will air a Super Bowl ad, debuting a 30-second spot in the fourth quarter" of the game. The travel site "worked with Horses & Mules on creative for the commercial, while Mindshare handled media buying" (ADAGE.com, 1/12).

SBJ Morning Buzzcast: July 7, 2022

Talking points from Sun Valley; Pac-12 retains Sports Media Advisors; Oak View Group to sell Top Golf national sponsorships and Rapino remains influential with new deal at Live Nation

SBJ Unpacks: LIV Golf tees off in Portland

Ahead of the PGA Tour’s John Deere Classic in Illinois and LIV Golf Invitational Portland, SBJ’s Josh Carpenter, and David Rumsey spoke with Sports Illustrated's Bob Harig and Brendan Porath of The Fried Egg to discuss the current state of golf.

SBJ Spotlight: TikTok’s threat to traditional sports media

While tech companies are consumed with finding ways to compete with TikTok, almost no one in conventional media “spends any time talking about it,” said Recode senior correspondent Peter Kafka in an Spotlight interview with SBJ’s John Ourand. “To me, that’s just an obvious disconnect.” Kafka authored a recent column headlined, “It’s TikTok’s world. Can TV live in it?” He said the main response to TikTok’s growth from traditional media execs has been to “punt and hope it’s someone else’s problem a quarter from now or two years from now.” But Kafka said that ignores the trend of conventional broadcast audiences growing older while a billion younger consumers spend most of their media time watching short video after short video. “If you’re in the business of getting anyone under the age of 30 to look at what you’re putting on a screen, you have to think about the fact that you’re probably asking them to put down TikTok and watch your thing instead,” said Kafka. “That’s a very difficult ask. … [TikTok] is insanely addictive.”

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