>> super bowl commercials are almost as popular as the game. today we discuss why we love them so much and what surprises could be in store for us this year. we'll give you a sneak peek at some of this year's commercials and we'll remember past fan favorites. moving forward, women marched and the nation took notice. will the momentum last? what is planned to keep the movement relevant? show me the money. today we'll give real tips on how to get a college to cough up more tuition cash even after they've made their final financial offer. good morning. a week from today the new

england patriots taking on the atlanta falcons in this year's super bowl, but the real winner of the game could just be the advertisers. according to ad age commercial spending last year was nearly $380 million. this year advertisers will shell out a cool $5 million for just 30 seconds of air time, and the big payoff is big. nearly one-third of the entire u.s. population is expected to watch the game. fox sports pulled an ad by 84 lumber because it showed an image of a border wall. kind of political there, right? ad agency officials said the spot was changed to make it more acceptable to the network. with me now to talk about all of this is steve mourinho, chief creative officer of butler and clark, ab & c, a marketing agency with offices in pennsylvania and delaware. welcome, steve. thanks for being here.

>> 84 lumber said they had to change the ad to be less political. they tried something here that apparently fell flat. >> this has happened before. there's so much build-up to the game that advertisers are really looking for as much opportunity to generate buzz about their own brands, so oftentimes they'll create a controversial ad that even sometimes they know won't necessarily run in order to get buzz about -- see the ad that was too extreme for the super bowl. a lot of times that will happen. the super bowl has no interest in doing something where literally half the people are watching are going to be in uproar about. >> so the age of "snl" where they love to poke fun at our political leaders. that's not something you expect to see creep into any of these super bowl ads? >> no. i mean, there are times and moments in the country where everyone rallies behind a common cause, but when 50% of the country is divide, there's no reason for them to republican something is going to be polarizing half their audience. super bowl has no interest in that. >> some of the ads start leaking

out earlier and earlier with each super bowl season. some of them are already out now, and any that you think are already going to be fan favorites from what you have seen leaking? >> people are really starting to either tease the ad in its entirety or just give you snipets of what you can expect. i think the ones we've seen so far, skittles, their spots always test fantastically well. they're really funny and well received. snickers will be doing something interesting. it's interesting. the candy category does a lot of fun stuff. candy is fun. they want their ads to be fun. those test well. mr. clean is doing something interesting this year. ♪ >> it's interesting for an old brand like that. >> back to snickers. the twist here is it's going to be a live ad. first time ever in a super bowl. >> we'll see how that goes. remember when we were watching

the super bowl and all the lights went out. the production issues could be a challenge. we'll see how it turns out. >> some of the ads, if we see them again we go, oh, yes, that was fantastic. >> right. >> what do you think makes a good ad, and let's start by looking at one that you believe is an all-time favorite, all right? >> sounds good. >> hello, ladies. look at your man. now back to me. now back at your man. now back to me. sadly, he isn't me, but if he stopped using ladies scented body wash and used old spice, he could smell like he is me. >> yeah. that's a fan favorite. it's so clever and creative. the guy just has moxie there. i don't know what to say. you don't just think this is the best super bowl commercial ever, but it's one of the best ads ever. >> old spice was a brand that my dad wore old spice, you know, and i remember it as a kid. >> my grandfather. >> exactly. it had that smell.

this really rejoouvenized a bra, and the way the spot was done, and the production of it was how did they do that? most importantly, this ad became a part of our cultural lexicon. look at your man. that was something that people would say. they would talk about this around the coffee table. when you can become a part of -- that's how you are winning a super bowl spot. it's one of the best ads that's ever been run. >> maybe we could have been in that ad if we looked like that guy. >> let's move on to another spot. >> moving on. you feel this one was spot on. >> marcia, what happened? >> peter hit me in the nose with a football. i can't go to the dance like this. >> marcia, eat a snickers. >> why? >> you get a little hostile when you're hungry. better? >> better. >> marcia, marcia, marcia. >> jan, this isn't about you. >> very creative there, right? >> ciright. >> using the brady bunch show and building in new celebs in there. >> you just mentioned the keyword is celebrities. everybody ups the production value. they want to have celebrities in these ads. they want to spend a lot of

money in these ads. it's really hard to use celebrities really well. that ad used celebrities really funny because it was so from right field. steve and machete. that was so interesting and then when you have it in the brady bunch, the all-time family, it worked well for snickers. >> snickers, again, we mentioned is going to do a live ad during the super bowl, and can't wait to see how they pull that off. let's talk about some that missed the mark. let's take a look at one you think did just that. >> consumer testing publication recently tested the top laundry detergent. the winner percell two in one. >> what's wrong with that? >> that ad ran last year, and do you even remember it? >> no. >> that's exactly the point. super bowl ads, they're a different level of advertising. it's not your ho-hum middle of the day you've seen this ad a bunch of times. it has to live up to the production value of the super bowl itself. it has to be a part of the show. you can't just do a side-by-side comparison. is it a terrible ad?

when you compare it with that snickers spot, it really just feels like it's a ho-hum ad, and that's a really missed opportunity for a brand like that spending so much money to be on the super bowl. >> you have to walk that fine line, right, between trying to be innovative, creative, memorable, and then doing something that is either in bad taste or just falls flat. i'm thinking about nationwide last year? >> it's a great one. that's another -- look, not every super bowl spot has to be funny. you can be heart felt, and you can be sincere, and you can really even be provocative and moving, but there is a taste, and that ad, while being about a serious topic, was just done in some really, really poor taste and didn't remember that everybody is watching the super bowl. kids are watching the super bowl. it was just really inappropriate for the setting. >> i couldn't grow up because my dad was in an accident. >> i'm thinking about when you try to be poignant, the budweiser clydesdale after 9/11. >> perfect example. perfect example. everyone -- i mean, i was

talking about the most serious topic you could possibly talk about, and it was so appropriate. it was poignant. it was meaningful. it didn't have knock-knock jokes, and it cut through the clutter. you can be sincere and thoughtful and get just as much positive reviews as some of the really hilarious spots, but you need to be appropriate for the time. >> keep people from walking to the kitchen to get more snacks or the bathroom. not easy to do, though, right? >> you nailed it. the super bowl is one of the very few shows where people don't turn away when it comes to commercials. they say hang tight. if you can create a spot where everybody is hanging out and we're all hanging out and eating chips and everyone stops and is silent and is watching tv and hold people's attention like that for 30 seconds, you just won. >> outside of the live ad we're expecting from snickers, any other surprises you think we can look for? >> i'm going to be interested to see if anyone is going to be dangerous enough to do something that feels political and how they're going to spin that. there may be some social groups that do it. i'll be interested to see if any

serious national brands do it. i'm actually interested in seeing what budweiser is going to do. budweiser pulled the clydesdales last year. first time in 20 years. i'm interested to see how they am cool back and see what they do where. >> jim moreno of ab & c, which rolls off the tongue a little bit easier, we appreciate you being here. can't wait to see these ads and the halftime show always -- >> don't turn away. >> entertaining as well. thanks a lot. coming up next on nbc 10 " @issue" women and men mafrped last week capturing the attention of the entire world. now the question is how does the group keep that momentum going? dear fellow citizen, i know what it's like to worry about student loan debt. i graduated into it. so i couldn't do the things i love, like traveling.

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welcome back. they marched in washington and major cities around the world, including right here in philadelphia. now organizers have a new task making sure the movement has staying power.

with me now is pam williams. pam is the co-chair of the pennsylvania women's march, and she chairs the diversity and inclusion committee. pam, thanks for being here. we know this march has gotten a lot of attention. time magazine has it on its cover now. let's take a look at that. it says "the resistance rises, how a march becomes a movement." do you feel it was a success, it got the message across? >> the march was more than a success. i mean, when you have over three million women that are marching around the globe, you know, every continent, over 600 marches, and then in every state in the u.s., that says something. that's more than a march. that absolutely is the start of a movement. >> what's the goal now of this movement? is it to simply be resistance to president trump, or is it -- are there other goals? >> when you do have that many people in one space, there is no way that you are going to get

100% of everybody that's on one message. the one thing that every woman said that was really important to them was women's rights. it didn't matter what woman's right it was because there was so many. now, of course, you had signs. some of the signs were a little bit more maybe offensive or they were a little over the top than others. some of the chants that were chanted. i have to tell you, the women that i saw -- and i was in d.c. -- the women that i saw, it didn't matter if they were black, white, muslim, latina, and then you had republican, you had democrat, green, independent. all women together marching for a common cause of women's rights and human rights. >> where do you thatake this fr here, keeping this movement relevant and moving forward? >> relevancy is key. being able to keep the movement and keep the momentum is really key. >> so are you, for instance,

planning to target your local delegations, lawmakers in washington, midterm elections, or do you simply want to keep an eye on executive actions by president trump? in other words, what do you do now? >> so it's actually all of the above. everything that you mentioned. you know, at the local level, you have to start at the local level. that's where politics begins. we have a new president. he won fair and square by the athletic orl college, the way that it's currently set up. president trump and hillary clinton, without the two of them, this would not have happened. you would not have women coming together like this. maybe they thought about it before. you know, even if hillary clinton had won, would we have gotten together and marched for women's rights, for human rights? it didn't change anything.

they were still there. when you think about it, you know, what they did with starting this movement, frankly, there are a lot of us that are thanking them. i'm going to see if we'll be thanking them maybe two years from now when we see what president trump is really going to do, but, you know, this march really changed the dynamics of how women stand up for themselves as well as for others. >> some women from our area tell us they didn't feel as if the march really represented them, and we spoke with a woman named daphne goggins, the vice chair of the black republican ward leaders caucus, and i want you to listen to some of what she had to say. >> k on. okay. >> then we'll talk about it. >> i didn't feel like they represented me. i am pro-life, and i felt like the whole march was about planned parenthood. there were so many other issues, you know, equal pay, so many things that they didn't seem to be talking about. it just seemed to be like one more angry rant because donald trump is president, and he is our president now.

you look at who went to the polls and who voted for donald trump. at the end of the day when he kept saying women wouldn't vote for him, they did vote for him. many of them. i feel as though -- i appreciate the way president trump is reaching out to everyone. >> so one of her points there about those who support the pro-life movement, that was the initial reaction from the trump administration as well the day after the march saying that members of the pro-life movement were not welcome at all at the march on washington and elsewhere. >> so not true. so not true. there were many pro-life as well as pro-choice. now, there's a lot of speculation on, you know, what does pro-life mean, what does pro-choice mean? you are either all in or you're not. it definitely does not work that way. i can tell you from being chair of the diversity and inclusion committee for the march, with over 6,000 members and they're coming in by droves every single day, women want to have the

conversation. we've got to start engaging and stop dividing. you can have a pro-life pro-choice woman that is a republican that can sit in a room and have a conversation with a woman that is single or that is homeless or that has had an abortion, for whatever reason. you know, and still say together we can make a change because what is a woman's right to you is also a woman's right to me. >> you have a 100 day plan, is it, for moving forward. tell us about that. >> every few weeks they're going to be putting out another message. here is what you do collectively as a group. here is something else we need

to target that we want to make sure that we are collectively using our voices to show this is important to us. >> thank you for joining us here today, and perhaps we'll talk with you again as the move continues. >> absolutely. thank you. >> next on nbc 10 " @issue," why many in our area are losing out when it comes to paying for college. we have some real tips for getting the school of your choice to contribute more cash. don't go away.

welcome back. many afamilies in our area are now in a waiting game. they're waiting to find out where their sons and daughters will be going to college. acceptance letters are already going out, and with those letters comes the financial package. with me now is sarah harborson, the former associate dean of admissions at the university of pennsylvania, and she was also dean of admissions at franklin and marshall college, and she now works as a private college

counsellor. sarah, thanks for being here. you make the point that parents don't always realize there is some negotiating that can go on with these schools as far as how much financial aid families can get. >> yeah. colleges don't like to use that term of negotiating. you don't want to feel like they're car salesmen, but what happens is families will get their financial aid award right after the student is accepted, and if they're not happy with the package, it's really important to at least reach out to financial aid and also to the admissions office so that you can find out what you need to do to appeal your award. that's a possibility at most institutions. >> so there is a process you can actually go through, and don't be shy about saying, hey, this isn't going to work for us. >> yes. you know, if that's the students' dream college and they got admitted, but the package doesn't look the way they want, yes, there are certain steps families can make. you want to contact the admissions office and find out who read your application because they can be an advocate in the process for you.

then you contacts the financial aid office. there's usually a form that goes along with the appeal process, and it gives the family an opportunity to offer up more information, and also, you want to send in other offers from other institutions. especially if they're a similar type of institutions that you are going to be able to show what other offers you got. >> so, like when you go to the store and say, hey, i found this deal on-line. are you going to match that? >> yeah. and colleges don't necessarily like to use the word match, but a lot of them will say we'll come in line with that offer. especially if it's a similar type of institution. you can't show your dream college if they only offer base financial aid. you can't show them a merit scholarship from another institution. >> which brings us to explain to us the different types of financial aid that we're talking about because there are different ways to sort of get some help. >> yeah. need-based financial aid is based purely on what the family needs financially to send their child to college.

that is evaluated through the fafsa. sometimes a profile might be required. for merit scholarships, you know, it can be very subjective. sure, your grades matter and your test scores matter, but there is a subjective component, and a lot of colleges and universities give out merit scholarships, and that's where you have a little bit more leverage. leegts say you got a better merit scholarship from one institution, but you want to go to your dream college, and they gave you a little bit of merit money, but the thing is whenning a college gives out merit money, they're using it as a yield tool. they want that student, and so sometimes by showing the better merit scholarship from another institution showing it to that dream college, you might have a little bit of leverage to possibly get that merit schol scholarship increased. >> is it a question sometimes of deciding to go to a state school because it is going to be less

expensive, and is that a myth, or is that true in all cases? >> you really have to look at what kind of financial aid program they have. when i worked at university of pennsylvania, a lot of people would get scared off by the price tag, but, in fact, they had an incredible financial aid program. they also have a no loan policy. sometimes even though the sticker price looks shocking, the actual price that families will pay could be a lot less, especially if you qualify for need-based aid. a lot of times you hear from families that their financial aid award from a place like pen was better than an in state or out of state. >> if you are not successful in getting the aid you need, are there other options for students? >> if that's your dream college and they're not able to adjust your need-based financial aid or the merit scholarship, what are some things students can do? they can take out a private loan, but we want to make sure that students and parents are really being careful with debt because you don't want to come out of college with a whole lot of debt, and you're not able to

repay that. another option is to apply for private scholarships, and the best place to really college that out is you can go on the department for labor. they have a list of scholarships for high school students. >> that are not associated necessarily with that school you want to go to. >> that's right. private scholarships can reduce the expected family contribution. it can help the student make some ends meet. at least for that first year. >> may i just say i'm glad i'm finished with this process or almost finished with this process. >> yeah. >> at least finished with getting into school. >> it can be very stressful. >> yes, for the students and the families as well. >> absolutely. >> thank you so much for being here on " @issue." great pointers. appreciate it. >> thank you.

that's it for this edition of nbc 10 " @issue." if you have an issue that you would like to see us cover on nbc 10 " @issue" find us on twitter at nbc 10 @issue. i'm jim rosenfield. have a great sunday.

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