Mascots as Commercial Vehicles
We've all seen the ESPN commercials featuring college mascots. ESPN Race for the Heisman (Sponsored by Nissan), etc.
However, just a moment ago, while perusing EDSBS, I came across an ad that led me to these videos. (Playlist Link: https://www.youtube.com/watch?v=YpaQ0B_u17E&index=2&list=PLbsTzthpl0yk74L9-mTS2JzUlv0Z2UNri)
These were the first time I can remember ever seeing a college mascot in a commercial that wasn't at least ostensibly advertising the broadcast network in question. This is just an outright advertisement for Reeces' Puffs cereal.
We all know that companies would love to get college athletes in their ads if they could. Companies would've been champing at the bit to get Denard and his smile to eat their cereal on TV and flash that winning smile. Both because of their name factor and school allegiance. Regardless of your feelings on that, they currently can't, because then the NCAA, who has no problems benefiting from sponsorship, would stop them from playing any further.
I'm just wondering what your take on this is. Is it acceptable for schools to use what is ostemsibly the "12th Man/6th Man" in ads, and profit from that where the athletes are not permitted to do so? Without exception, University Mascots are "played" by students at University events, sometimes a student athlete in their own right (often a gymnast). Who currently plays Goldy? Would the NCAA have a problem if that studen were on scholarship and was inside the Goldy costume for this commercial? He wouldn't be using his own likeness - but at the same time, the school and company are profiting off of the character he represents. Is this any different than Michigan just happening to sell thousands of "16" jersies?
Moreover, is this why Dave Brandon was pushing for a Mascot? Another potential revenue stream for the university?
August 31st, 2015 at 8:41 PM ^
Admittedly I haven't given this a lot of thought, but what's the distinction between this and licensing apparel rights or trademarks to multinationals, or tweeting M + Chobani or any of the other ways companies like Reeces get into the college branding landscape?
August 31st, 2015 at 8:53 PM ^
There's probably not any difference, but because the mascot is usually played by a student, and represented as "part of the team", it feels different, somehow.
Yes, I'm talking FEELINGSBUSINESS now.
August 31st, 2015 at 8:54 PM ^
At least General Mills is based in Minnesota. And it's not like athletes on cereal boxes aren't already done. Chobani is based in NY.
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August 31st, 2015 at 8:44 PM ^
One big difference is that there was only one Denard. Anybody could be in that costume for the commercial.
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August 31st, 2015 at 8:57 PM ^
Yes, but they try to use that argument to sell jersies. "We're not selling Denard jersies. Lots of people have worn #16!" It rings hollow, and the NCAA has not been overly supportive of it. I just wonder if, because we can't see the guy's head, it makes a difference.
I think the NCAA would've had a problem with it if a "University Spokesman" in a #16 Jersy had come out and said, "Remember, #16 wants you to eat Reece's Puffs!" while Denard was here.
September 1st, 2015 at 12:40 AM ^
Your argument would make sense if the NCAA wasn't a hypocrite. FOr example, the name tapes have to be removed from game worn jerseys per NCAA rules so the university isn't making money off the student athlete.
August 31st, 2015 at 8:48 PM ^
Kind of comparing apples to oranges. A mascot is owned by the university, much like the Block M is. If you start splitting hairs like that, you could argue that students are not allowed to wear any shirts with the block M because it could lead to profit. You are comparing a trademarked symbol to an individual's likeness.
August 31st, 2015 at 9:23 PM ^
In Wisconsin you can get Bucky Badger cheese.
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August 31st, 2015 at 9:25 PM ^
Damn iPhone
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August 31st, 2015 at 9:25 PM ^
In Wisconsin you can eat Bucky Badger cheese while riding the Badger bus
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August 31st, 2015 at 9:27 PM ^
August 31st, 2015 at 9:29 PM ^
I admit that I chuckled a bit at Goldy getting the Morty (of "Meatballs" fame) treatment here...
August 31st, 2015 at 9:43 PM ^
Was pushing for a mascot because Dave Brandon is a demon sent from the 7th circle of hell by the ghost of Woody Hayes to destroy Michigan football.
Luckily, Bo intervened.
August 31st, 2015 at 9:51 PM ^
So if Dave is from the 7th circle of hell and the little android guy in your phone is from the 5th circle of hell (IIRC), who pray tell are from the other 7 circles of hell?
August 31st, 2015 at 10:03 PM ^
An East German would have read Dante inter alia. Distillation here: https://en.wikipedia.org/wiki/Inferno_(Dante)
It's actually more nuanced in Latin.
August 31st, 2015 at 10:14 PM ^
I know of Dante's Inferno, but I was responding to the Mad Hatter's own personal 9 Circles of hell, as we know who occupies his 5th and 7th, but not the others.
August 31st, 2015 at 9:59 PM ^
The university owns the costume and the coyright. Anyone the university permits can put on the suit. I'd be surprised the mascots on ESPN were actually played by students. They could just get some unpaid intern to wear it under hot lights for hours rather than fly kids in from Madison or Atlanta or Eugene and...pay them.
August 31st, 2015 at 10:28 PM ^
One thing for certain is that Reese's Puffs are a damn fine cereal.
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September 1st, 2015 at 1:57 AM ^
I think anyone would consider anything for the Reese's Puffs. I'm pretty sure that was what Fred Durst was referring to the whole time.