🖐 Super Bowl commercials - Wikipedia

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The six-week campaign, which also includes radio, print and billboard ads, was the most expensive SkyCity had produced for a long time, but Espiner would not disclose the cost. The ad was intended to share the story of staff and the business, he said. Evolve Marketing managing director Brandon Wilcox said the ad was "a clear case of good-washing". Advertising became much less effective when an organisation was facing a crisis or negative publicity and an organisation should resume advertising only when trust had been restored, he said. Massey University marketing professor Harald van Heerde said the ad was trying to demonstrate good will and job creation but would ultimately remind people of recent negative publicity surrounding SkyCity. Investors would also want an update on various developments the company has underway including the convention centre, he said. The ad makes only a scant mention of SkyCity's casino business, which Wilcox said was so unbelievable it could backfire on them. The ad goes on to focus on SkyCity's training opportunities and charity work. SkyCity ad 'unbelievable'.

In the television commercial staff talk candidly about their experiences working for the casino company. But marketing experts have criticised the ad for overlooking negative publicity surrounding SkyCity.

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SkyCity spokesman Colin Espiner said the company did not want to highlight the casino and gambling operations. The campaign was in planning for about a year and the ad was filmed in October, he said. The public know that at its core it's a gaming organisation. The company had underperformed over the past two years and investors would only put up with poor performance for so long, he said. People would find the ads "incredible" and "unbelievable", he said. SkyCity's net profit to June 30 last year was down Hamilton Hindin Greene director Grant Williamson said investors would want to see a continuation of first quarter revenue growth at the company's half year result next week. SkyCity would have been better off not releasing the ad at all, he said.