"While Super Bowl LX pits the Pacific Northwest against New England as the Seahawks and the Patriots take the field, another region of the U.S. will get its 30 seconds of fame. Tecovas -the cowboy boot brand that surpassed $300 million in sales last year-is debuting its first-ever Super Bowl ad to try to expand its audience in its 10th year of business."
"Increasingly, the brand has turned to sports marketing to grow its audience and connect with existing companies "where they are already highly engaged," Krista Dalton, chief marketing and digital officer told Inc. In the past year, its sports media strategy included placements with NFL streaming, MLB Prime Time Games, the NBA Playoffs, WWE Raw, the PBR World Finals, and NASCAR."
"The ad itself is one that Tecovas debuted in the spring with a longer 60-second version. " True West," directed by VP of Creative Scott Ballew, centers on a boy's journey in the West Texas landscape, and it was created by an entirely in-house team. It's wholeheartedly cinematic, with romantic shots of cowboys, a voiceover by Texas outlaw artist Terry Allen and music by the singer Ryan Sambol. That is to say: proper Super Bowl fare."
Tecovas reached more than $300 million in sales and operates over 50 stores nationwide. The company is running its first Super Bowl ad in its tenth year, placing a 30-second spot exclusively on Peacock. The spot is projected to reach roughly 15 to 20 percent of the total Super Bowl broadcast audience and was booked via the TV advertising platform Tatari. The brand has expanded sports media placements across NFL streaming, MLB Prime Time Games, NBA Playoffs, WWE Raw, the PBR World Finals, and NASCAR. The "True West" creative was produced in-house and emphasizes cinematic Western imagery, voiceover, and music to broaden market appeal.
Read at Inc
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