Creative Civilization Uses Superbowl Power.

San Antonio and South Texas viewers of Superbowl XXXVII will see advertising for the San Antonio Express-News alongside major national advertisers with the help of San Antonio-based advertising agency Creative Civilization – An Aguilar/Girard Agency. Creative Civilization produced commercials for the San Antonio Express-News’ “Power of Words” branding campaign that will debut locally Jan. 26 during the highly viewed football extravaganza.

Two distinct 30-second TV commercials will air throughout Superbowl Sunday that feature individuals reading the Express-News in their own environment with changing footage in the doorway to demonstrate the images and sounds created in the reader’s mind.

“When people read the Express-News, they’re using the most sophisticated tool ever … their imagination,” said Dean Aitken, Express-News vice president of marketing. “The Power of Words campaign brings to life the value the newspaper offers. It’s often said, “the book was better than the movie,” that’s because your imagination is greater than anything that can be shown on the screen.”

The English and Spanish spots support the successful in-paper and outdoor billboard campaign the agency developed that focuses on the intimate experience of reading the newspaper.

“Not only do they communicate the value of what the paper offers – the spots are very engaging,” said Adolfo Aguilar, Creative Civilization chairman and CEO.