JA joins billionaires in quest for Superbowl share
Jamaica bargained for a lion
— share of a projected 98 million
US viewing audience predicted
to watch the National
Football League’s Super Bowl
LIV championship between
the Kansas City Chiefs and the
San Francisco 49ers and may
have scored a win with Stephen
Marley’s reworked version of his
fathers “Could you Be Loved” hit
recording.
Broadcasted at a critical juncture,
the first commercial aired
after the halftime performance
by Jennifer Lopez and Shakira
— the first two Latina entertainers
to ever headline the event
— the reggae track resounded
blazing the familiar tune composed
by Bob Marley, the king of
the genre.
With high hopes that potential
vacationers might identify
with the music and message and
perhaps choose beach, Caribbean
and definitely Jamaica, the
Jamaica Tourist Board debuted
“Jamaica – the Heartbeat of
the World” on Feb. 02, 2020 to
the biggest American television
audiences.
Neilsen — the statisticians
that rate American television
viewership — reported that in
2015, approximately 114 million
Americans watched the NFL
championship final.
That figure translates to twothird
Caribbean L 12 ife, February 7-13, 2020
the American population
and adulation for the sporting
event acclaimed for attracting
the biggest television audiences.
Billionaire President Donald
Trump and billionaire presidential
hopeful, Michael Bloomberg,
also invested in the one night
bonanza by doling out $5.25 million
for a mere 30 seconds promotional
pitch to advance their
standing.
With hopes of securing a second
term in the White House, the
impeached leader with help from
his Republican Party’s campaign
funds paid the hefty price in
order to convince potential voters
that he is the best candidate
to represent Black voters.
Spotlighting faces of African
Americans a poignant message
videotaped in black and white
targeted and may have succeeded
in showcasing the president
as the ideal choice.
Spin doctors for the former
mayor of New York seemed to
have executed a similar strategy
by incorporating images of
African Americans in black and
white testimonials.
And while the two political
campaign ads might have been
the anticipated must-see spots to
view, the seventh national outing
by the JTB almost guarantees
that Jamaica will yield a windfall
from the global exposure.
Considering the fact the government
must have gambled
with a huge chunk of the tourism
budget and that the industry’s
allotment could evaporate
with a blink of an eye, Edmund
Bartlett, the minister of Tourism
must have been confident
he would reap unprecedented
returns.
For the global viewership,
Marley updated the tune to
sustain attention from sports
fans entranced by food and an
onslaught of stargazing enticements
from rappers Cardi B.,
Stephen Marley. Wikipedia
Missy Elliott, DJ Khalid, actress
Taraji P Henson and Tracee Ellis
Ross, comedian Chris Rock,
model Chrissy Teigen and John
Legend, Grammy-winning,
country talent Lil Nas X., MC
Hammer, actor Bill Murray, The
Rock, reporter Katie Couric,
Winona Ryder and even Jamaica’s
Olympic champion Usain
Bolt who along with John Cena
and Jimmy Fallon sold Michelob
beer.
Placed indiscriminately
(or not) throughout the football
championship game commercials
sold everything from
hummus to hum vees, insurance,
soft drinks, potato chips,
the biggest spring and summer
movie attractions (James
Bond’s No Time To Die: Disney’s
Mulan, Universal Pictures Fast 9
flick) and the president promised
Americans that if re-elected he
would ensure that “the best is
yet to come.”
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