Israel’s Fiverr & Four Seasons Landscaping Team Up for Super Bowl Ad

High profile ad to put the infamous Trump campaign event in the spotlight; Israeli augmented reality technology will also be presented during the big game

Fiverr, an Israel-based digital marketplace, is highlighting Four Seasons Total Landscaping in a high-profile commercial that will air during Super Bowl LV.

If you look back at viral moments after the US presidential election, one of the most memorable is undoubtedly related to the Philadelphia-based business.

On November 7th, four days after the election, the nondescript parking lot of Four Seasons Total Landscaping – located between a local sex shop and a crematorium – was the site of a press conference hosted by former President Donald Trump’s attorney Rudy Giuliani. The aim of the event was to discuss the legal challenges facing the Trump campaign for election results. However, the venue’s unexpected location led to speculation that it was originally supposed to be held at the upscale Four Season Hotel. Giuliani and Trump’s campaign never admitted a mistake had been made and proceeded with the press conference as planned.

We created their entire website and redesigned their logo. We created a number of t-shirt designs for their line of merchandise

After the incident, Four Seasons Total Landscaping immediately became a Philadelphia landmark. Marie Siravo, founder of the business, became an icon for small businesses struggling in the middle of the pandemic after selling a range of humorous merchandise with landscaping slogans such as “Lawn and Order” and “Make America Rake Again” Brought market.

“It was a very fun and epic cultural moment in 2020,” Gali Arnon, Fiverr’s chief marketing officer, told The Media Line.

The high-profile ad, which will air in the third quarter of Super Bowl LV, focuses on Siravo and their decision to turn the incident into a business opportunity through Fiverr’s platform.

(Instagram / @ 4_seasons_landscaping)

“We made their entire website and redesigned their logo. We did some t-shirt designs for their line of goods,” said Arnon, citing the story as an example of the “American dream of steroids.”

Most small businesses in the US have suffered financially from the pandemic, according to a Federal Reserve poll released last week. Of nearly 10,000 companies surveyed by the Fed, a whopping 95% said they had been negatively affected by the pandemic, and 78% said they had seen a decline in sales.

“Fiverr helps small businesses tell the story [of the ad] It’s about a small company that can be a role model for so many others in the US who are basically the backbone of America, ”said Arnon.

Tel Aviv-based Fiverr has flourished over the past year as more businesses move to online and remote working models during the COVID-19 pandemic. They offer a wide range of freelance services in over 160 countries, including graphic design, digital marketing, and video production.

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Fiverr CMO Gali Arnon. (Courtesy)

Arnon declined to disclose exactly how much the Super Bowl cost commercially. According to public figures, a 30-second commercial costs at least $ 5.5 million, according to Ad Age, a website that reports on advertising. This roughly corresponds to the cost of the Super Bowl 2020. In contrast, the airtime of 30 seconds in 2019 was $ 5.25 million.

According to the company, its stocks have risen more than 1,000% in less than a year and are now worth over $ 8 billion.

“It was a milestone for Fiverr,” affirmed Arnon. “We were really humble to see how many freelancers have joined the platform looking for vacancies or freelance jobs. [as well as] How many companies from around the world have joined the platform to find services and access to resources that can help them transform and customize their business in these unprecedented times. “

While some well-known brands that have long been associated with the Super Bowl like Coca-Cola and Budweiser have gone out of the running this time around, there are a number of newcomers alongside Fiverr. These include DoorDash, whose business has grown during the pandemic as restaurants become increasingly reliant on deliveries, and Indeed, an Austin-based company that helps job seekers find many remote opportunities.

Another new addition to the Super Bowl ad blitz is Dexcom, a San Diego, California-based company specializing in glucose monitoring systems for diabetes management. The company’s advertising campaign features singer-songwriter Nick Jonas, who was diagnosed with type 1 diabetes at the age of 13.

Dexcom’s new G6 CGM technology uses a small portable sensor and transmitter to measure glucose levels in real time and send them to a smart device, eliminating the need for painful fingerprints.

As part of this health-conscious campaign, Dexcom also offers football (and music) fans the opportunity to watch the game with Jonas using an interactive augmented reality (AR) experience. Fuse.ar is the Israeli startup behind the immersive technology.

From the Dexcom campaign by fuse.ar. (dexcomgameday.com)

“What we are basically enabling here is that Super Bowl fans can have videos with Nick Jonas created directly from their computers or mobile devices,” Liat Sade Sternberg, CEO of Fuse.ar, told The Media Line.

“A lot of the stadiums don’t have big games and the audience can’t come to the games, which means advertisers need to find new ways to reach the fans and audiences,” Sternberg added. “The way to get that passion and excitement can be through augmented reality.”

Prior to the onset of the COVID-19 crisis, Fuse.ar worked with major film studios like Warner Bros. to promote movie releases in theaters. After the cinemas closed and new releases delayed, the company decided to branch into new businesses.

“In my eyes, with COVID-19, any exciting activity that can bring people together is something I think we should cherish,” Sternberg said.

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