AB&C wins bet as Boston agency pays for Eagles ad


Aloysius Butler & Clark (AB&C) won the betand “kicked it old school” in running a print advertisement in the Philadelphia Inquirer.

The ad wasthe outcome of a Super Bowl bet the Philly agency made with the Boston-based agency, Small Army. AB&C is based in Wilmington and has an office in Philadelphia.

As the winning Super Bowl city, AB&C gained the right to create the full-page black-and-white ad which is being paid for by Boston-based Small Army.

In the ad, AB&C highlight the Eagles’ ability to silence “non-believers” with what very well may be the first and only depiction of the iconic William Penn statue in full underdog mode.

“Traditionally, agencies showcase their best work during the Super Bowl,” stated Paul Pomeroy, president of AB&C. “But AB&C has always been one to do things a little differently. We knew it would be more meaningful to the winning agency and its community to have an ad that built on the momentum of city pride after the Super Bowl victory. We thank Small Army for being such good sports—we had a lot of fun mixing it up with them on social media. And we look forward to doing this again with whatever city faces off against the Eagles in 2019!”

“It was a difficult game to watch in Boston,” said Jeff Freedman, CEO of Small Army. “The Eagles clearly out-played and out-coached the Patriots. While we’re not excited about losing the bet, we’re honored to be a part of the well-deserved celebration in Philadelphia.”

AB&C and Small Army leveraged the bet to show off their creativity via a #AdBowl2018 dialogue on multiple social media channels leading up to the game.

AB&C’s ad ran in the Philadelphia Inquirer run the day after the Eagles victory parade in the Friday sports section, which will serve as a Super Bowl LII commemorative keepsake.

AB&C is a 45-year-old full-service marketing communications and also has a third office in Bloomsburg, PA.

Founded in 2002, Small Army is a full-service marketing agency focused on helping brands build relationships with people through creative storytelling, a release stated.

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