The New England Patriots could not repeat as Super Bowl Champions, losing to the Philadelphia Eagles, however, Motel 6 scored back-to-back victories in Westwood One’s Sports Sound Awards. GEICO was also a winner in the annual competition of national spots heard during the network’s coverage of Super Bowl LII.
Motel 6 took the Listener Choice Award, its third win in five years, for their “Slam Poetry” spot, where spokesman Tom Bodett spit out rhymes and concludes with a mic drop. “Motel 6, comfortable, clean,” Bodett riffs. “Always low price, know what I mean.”
GEICO was the Media Choice Award recipient for a commercial titled “Beatboxing,” where a supermarket announcement for a “clean up on aisle 14” is interspersed with the store employee beatboxing. “Beatboxing at a big box store, surprising,” the monotone GEICO announcer says. “You know what’s not surprising? You can save by switching to GEICO.”
In a press release Suzanne Grimes, executive VP, corporate marketing, Cumulus and president, Westwood One, congratulated the winners for their “creative ingenuity.” She also lauded both brands, which are big radio advertisers, for their “clever use of sound,” which “resonated emotionally and elevated their audio creative to make a connection with consumers.” Grimes went on to say the network’s live Super Bowl broadcast “offered our marketing partners a riveted audience and a dedicated platform to build and reinforce their brands sonically.”