When it comes to the Super Bowl, winning and losing is not exclusive to the on-field action. Every year, companies big and small take huge chances while spending big dollars all in an effort to expose their brand to hundreds of millions of people watching. The ads can be funny or serious or just downright outrageous, but if people remember it the next day, it could mean more business for your brand.
That's where Pras comes in, the hip-hop star is banking on the success of his ads for Blacture, a new media platform that looks to help 'push black culture forward.'
Pras, a former member of the group Fugees, bought a 30-second spot to announce the launch of Blacture, a "platform for black culture in America." The ad, which airs during the third quarter of Sunday's game, positions Blacture as a place where everyone can "come and see the story" about the state of black America today.
Blacture looks to be the go-to destination for unique content from prominent artists and influencers, a place where stories that are untold or underreported in mass media can find a home. Pras believes the now is the time to put black culture center stage. "He wants black Americans to recognize and embrace the opportunity he believes is right in front of them," the campaign press release reads.
As for the Super Bowl Ad, it is a collaboration between Pras, director Antoine Fuqua of Training Day and Southpaw fame, creative agency McKinney and purpose-driven marketing shop Leijas of New York.
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As for Blacture, interested parties will have to wait until the platform launches next month.