Why this new streamer is airing nearly 100 regional Super Bowl ads

In the age of multi-million dollar streaming productions, the average consumer may not consider local TV stations sexy. Zeam is aiming to change that. The new, free streamer, which will bring local news, sports and event coverage to its digital platform, is set to make its debut with regional Super Bowl ads starring John Stamos, customized to the local markets they will air in. “You have to be fucking nuts to launch a streaming service in 2024, unless you’ve got a big bold idea that’s going to break through,” said Ross Martin, president and co-founder of agency Known. The agency is creative, social and media AOR for Zeam and led the marketing for its launch. Known has an extensive roster of entertainment clients, including the launch of HBO Max as well as its recent rebrand to Max. Check out the latest Ad Age events and award programs At launch, Zeam’s access to local stations will cover nearly 80% of national markets, with buy-in from almost 300 stations across media companies including Gray TV, CBS, News Press and Gazette, Hearst and Morgan Murphy Media. The platform is a product of streaming tech company Syncbak. But bringing a new service to the already packed streaming market is a tricky task, which is why the Super Bowl’s role as master awareness driver is a critical component. A teaser for the regional Big Game ads goes live today, looking to pull eyes via a seductive dip in the pool with Stamos. The full ads will air in nearly 100 local markets during the Super Bowl, said Martin, and each version will feature Stamos addressing the viewers directly in those cities. And that’s what Zeam is counting on to stand out during the circus of Big Game ads—that viewers unaware of the difference between regional and national Super Bowl advertising will be taken off guard by the personalization of the ad. The concept behind the creative is that “John Stamos is an unnecessary spokesperson,” said Martin. “No matter how many adorable, sexy things John Stamos does on camera—and he does a lot—Zeam doesn’t need a celebrity spokesperson; local TV doesn’t need that to get attention.” So, don’t get too attached to Stamos’s beauty, because Martin promised the final ad will prove local TV is somehow better than the actor in a wet shirt. The spot was directed by Dan Opsal out of production company Hungry Man. While Martin didn’t share exactly how much the extensive Super Bowl inventory buy was, press materials for the launch put the total initial marketing push for Zeam at eight figures, inclusive of the Big Game strategy, as well as marketing on social, digital, out-of-home and local channels following the game. A similar approach was taken by Yellow Tail in 2017’s Super Bowl, although in that case the wine brand was looking to get around Anheuser-Busch InBev’s alcohol category exclusivity at the time, which has since been dropped. Yellow Tail’s strategy to buy up regional ad space in 70 markets ended up costing the brand more than an average national buy, which at the time cost roughly $5 million for a 30-second unit. This year’s national units hover around $7 million. “There’s a lot to love about Zeam, but it’s brand new and it will be like nothing people have seen before when it launches. So it’s going to take some leaps,” said Martin. The key to getting Super Bowl viewers to actually sign in to the streamer is not just about awareness, but to “also create curiosity and to do that both nationally and in a hyperlocal way. And so that's why you’re seeing the launch of a full-funnel, multi-phase, omni-channel campaign. That’s why you’re seeing the kind of innovation in the creative and the media plan, and that’s why this campaign is designed to evolve and respond opportunistically to what’s happening in culture.” The Zeam launch campaign will roll out in phases over the coming year. Zeam will go live on Feb. 5, but will officially launch on Feb. 11 in line with the Super Bowl. Super Bowl commercials Tracking the latest brand and agency plans Enter here

Why this new streamer is airing nearly 100 regional Super Bowl ads

Featured Stories