Get ready for the onslaught.
The Vikings will unveil slickly produced 30- and 60-seconds ads promoting their Arden Hills stadium project during tonight’s Vikings-Packers game on “Monday Night Football” on ESPN and KARE-11.
The advertising, produced by Minneapolis-based Elite Edge Productions, features quick-cut images of fans, players and construction workers, touts the stadium as a multi-purpose facility (reinforced with high school football highlights) and ends with a graphic asking supporters to contact their legislators through the team’s website.
“We have a great story to tell, and it’s time for us to take the case for a new stadium more directly to the public,” Lester Bagley, Vikings stadium development vice president, said in a statement.
See the ads for yourself here (short) and here (long).
Now, here’s the really interesting part. The longer ad suggests construction will support more than 7,000 jobs and $300 million in wages.
Vikings Corporate Communications Director Jeff Anderson cited Mortenson Construction as the source for those numbers. But the job total downgrades what a Mortenson official previously claimed, as noted by former MinnPost colleague Jay Weiner last December — a total that itself might be exaggerated:
A Vikings supporter might say “more than 7,000” is simply more precise than “up to 8,000.” But the point is, any estimate of jobs is just that — an estimate, usually uncertain, and often inflated. The ads also fail to mention the cost of the project ($1.1 billion) and how it will be paid for, which is still open to debate.
The narrator never mentions Arden Hills by name, though we do see the artist’s rendition of the project released by the Vikings last week. If you’re so wedded to Arden Hills, why not be site-specific in your ad? (Maybe Minneapolis isn’t out of the running after all.)
And correct me if I’m wrong, but I think the adorable little girl shown at the 15-second mark of the longer ad is waving maroon-and-gold pompoms — Gopher colors.