Genesis makes last-minute edit to Super Bowl ad to remove helicopter in wake of crash that killed Kobe Bryant, eight othersJanuary 30, 2020
Genesis unveiled its first Super Bowl commercial on Tuesday night — then abruptly took it down.
The luxury vehicle brand made the last-minute switch to remove a stationary helicopter from the opening scene of the ad, in the wake of the helicopter crash in Calabasas, California that killed NBA icon Kobe Bryant, his 13-year-old daughter and seven others.
"Today we re-cut our Super Bowl ad, to remove a stationary helicopter that was in the opening two seconds of the commercial," a Genesis spokesperson told USA TODAY Sports in an email Wednesday night. "The ad had been filmed, produced and delivered well before Sunday’s tragedy, so we took down the spot out of compassion and sensitivity to the families."
The helicopter did not have a prominent role in the 60-second spot, which will air during the second quarter of Super Bowl LIV on Sunday night. It was shown in the foreground as the ad began, with a camera panning toward a mansion where a luxurious party was taking place.
The two celebrities in the commercial — Chrissy Teigen and her husband, John Legend — posted tributes to Bryant, the longtime Los Angeles Lakers star, on social media in the days since the crash.
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I’m so sad and stunned right now. In Staples Arena, where Kobe created so many memories for all of us, preparing to pay tribute to another brilliant man we lost too soon, Nipsey Hussle. Life can be so brutal and senseless sometimes. Hold on to your loved ones. We miss you, Kobe
"I'm so sad and stunned right now," Legend wrote on Twitter on Sunday night. "In Staples Arena, where Kobe created so many memories for all of us, preparing to pay tribute to another brilliant man we lost too soon, Nipsey Hussle. Life can be so brutal and senseless sometimes. Hold on to your loved ones. We miss you, Kobe"
Bryant's death — and the deaths of three teenage basketball players, four parents and a pilot — sent shockwaves across the Los Angeles area, and throughout the world of sports. It also prompted advertisers to postpone the release dates for their Super Bowl commercials, many of which had been scheduled for Monday.
One company, Planters, has ceased its paid marketing efforts online and on social media in the wake of the helicopter crash. The campaign centered around the death of Mr. Peanut, its 104-year-old mascot.
Contact Tom Schad at [email protected] or on Twitter @Tom_Schad.
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