Tebow Marketing 101

Tim Tebow "Tebowing"

Tim Tebow, MSN FoxSports.com

So last night’s playoff game between Broncos and Patriots wasn’t one that will go down in the history books of unforgettable football.

But there was one particular TV commercial that did create a memorable stir among the little group gathered in my living room. If you watched the game, you probably know exactly the one I’m talking about (as long as you didn’t choose to take a bathroom break or a trip to the kitchen to freshen your drink  when it ran).

The commercial featured kids (really cute kids!) reading the various segments of John 3:16—Tebow’s personal favorite among the Scriptures (and the No. 1 Internet search phrase during the past week). And whereas Tebow has already gotten a LOT of attention this past season for his personal conviction in acknowledging God’s grace in his own life—albeit with both praise and flak—this TV ad garnered its own share of comment from the moment it ran and right through to today’s “Sunday morning media quarterbacking” in newspapers and blogs.

As for me, I loved the commercial; not just the cute kids, but the message and the downright chutzpah of the Focus on the Family organization who ran the ad.

It made me stop and think about how we market things to the commercial masses. This commercial is not one you’d imagine seeing on prime time commercial television, and certainly not during an NFL game. But I’ve got to hand it to the advertisers in their strategy of airing the ad during last night’s game—part of their thinking had to be that it was a perfect way to recognize Tebow’s passion and bring this piece of Scripture to light and help people understand it. But the other part is the bit of real world practicality in scheduling the airing last night, as there was no way in knowing if Tebow’s team would actually make it into the next round of playoffs.

It was a safe bet to run it last night, a perfect storm of sorts to tie the message to its contemporary messenger. It was brilliant marketing, when you get right down to it.

There is so much endless noise and absolute drivel being shouted out from TVs everywhere for things we don’t need and the associated marketing tricks to get us to consume greater portions of things that just don’t matter in the grand scheme of things. The Tebow commercial is different.

I’m still smiling today, thinking about itl. Whether anyone wants to argue the point that Focus on the Family was acting at all opportunistic in its ad placement, or that this side or that has an agenda, or that Tebow’s detractors will now mock his spiritual agenda even more,  could not be of less concern to me. And don’t even get me started on those loons who want to categorize the ad as a “political” message and challenge its right to be seen.

This Tebow guy is a good man. The TV commercial was a good ad, and it did what so many commercials don’t come close to for the money they cost: get people talking about something worthwhile. As for me, I hope it’s not the last time I see this on the airwaves, but just to be sure, I’ve got it bookmarked.

If you didn’t get to see the commercial, click here! I’d love to hear comments from you.





2 thoughts on “Tebow Marketing 101

  1. Naphtali says:

    So glad you posted this with the ad…we missed it. I was really pulling for Tebow but even though they lost the game, he is helping to win the war. Now he can take some time off until next season and spread the word! thanks.


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