MAM
truTV joins CBS’ Super Bowl advertiser lineup
MUMBAI: US broadcaster truTV will be part of the ad lineup for CBS’ broadcast of the Super Bowl. truTV’s first Super Bowl ad will feature one of the NFL’s most popular players, Troy Polamalu of the Pittsburgh Steelers.
The event takes place next month. truTV programming includes original series that focus on giving viewers access to places and situations they can’t normally experience. The network’s Super Bowl spot will highlight an addition to truTV’s lineup: NFL Full Contact, a behind-the-scenes look at professional football that debuts on 8 February 2010, the day following the Super Bowl. The ad is scheduled to appear in the second quarter of the game, prior to the two-minute warning.
truTV was known as Court TV before being rebranded in 2008.
truTV/In Session executive VP, GM Marc Juris says, “Clearly, truTV has arrived and has enjoyed great success in attracting a new, younger audience. Having an ad in the Super Bowl gives the network the biggest possible platform to show viewers and the advertising community that truTV has emerged as a major player in television.”
truTV’s ad will focus on Polamalu, one of the NFL’s top safeties. Since the 2005 season, Polamalu has earned two Super Bowl rings. He was also chosen for five-straight Pro Bowls from 2005-2009.
Brands
DeVANS sparks buzz with self-chilling beer can April Fools campaign
Godfather stunt racks up 7 million impressions, blending humour with hype
NEW DELHI: DeVANS Modern Breweries has stirred up the marketing pot with a playful yet high-impact campaign teasing a futuristic “self-chilling beer can” under its flagship Godfather label.
What began as a seemingly bold product innovation quickly turned into one of the most talked-about brand moments online, before being revealed as an April Fools’ Day prank. The reveal, however, did little to cool the buzz.
The campaign clocked over 7 million organic impressions across platforms including LinkedIn, Instagram, Facebook and X, with users debating whether the concept was a genuine breakthrough or clever marketing theatre. Thousands of shares and comments turned the idea into a full-blown conversation, drawing in both consumers and industry insiders.
The hook was simple but effective. A self-chilling can positioned as an on-the-go convenience product tapped into the imagination of younger, urban audiences. Add the timing around April Fools’ Day, and the campaign struck the perfect balance between curiosity and scepticism, keeping audiences guessing.
Marketing experts have pointed to the campaign as a case study in leveraging cultural moments. By leaving just enough ambiguity, the brand invited audiences to participate rather than simply observe, turning passive viewers into active contributors to the narrative.
“Godfather has always been an iconic brand, but iconicity must evolve to stay meaningful,” said DeVANS Modern Breweries chairman and managing director Prem Dewan. “The ‘Self-Chilling Can’ was our way of showing up in a cultural moment with confidence and a sense of humour.”
Beyond the numbers, the campaign signals a broader repositioning for Godfather. Long seen as a legacy beer brand, it is now leaning into youth culture, digital-first storytelling and topical engagement to stay relevant in a crowded alcobev market.
In a space where attention is fleeting, DeVANS has shown that sometimes the coolest idea is the one that keeps people guessing.
