Smooth asphalt is the star of TV ad by J.B. Bostick that aired during Super Bowl

By Russell W. Snyder

If you tuned in to this year's Super Bowl, you had plenty of company.

It is estimated that more than 13 million viewers watched the big game Feb. 12 pitting the Kansas City Chiefs vs. the Philadelphia Eagles (the Chiefs emerged victorious).

And as usual this year, the ads were as big a part of the event as the on-field action or halftime entertainment. In fact, voting on the best or most clever ads has become a cottage industry, as industry titans GM, T-Mobile, Budweiser, Dunkin' Donuts and others (and their ad firms) try to outdo each other for bragging rights and the buzz that can take the best ads viral.

For football fans in Northern California and Southern California, however, a clever and humorous ad about the importance of a quality asphalt paving job held its own with the big boys. It was commissioned by CalAPA member J.B. Bostick, a paving contractor with operations in Northern and Southern California. The ad featured a few jarring reminders of how rough pavements can run your day, whether you are on roller skates or being splashed by a jostled drink. You can view the 30-second ad by clicking on the QR Code accompanying this article.

For J.B. Bostick’s Bryan Galyardt, a marketing and sales associate, the ad scored on multiple fronts. "The ad was a creative and entertaining way to highlight the importance of asphalt repairs,” he said. “We wanted it to be fun and memorable, and I think we succeeded. We couldn’t be happier with the result."

Local TV stations sell advertising slots on national broadcasts, which is how an ad for a local asphalt paving company popped up next to the big national ads. The J.B. Bostick ad aired in the Sacramento and Los Angeles markets where they have operations. The company has offices in Roseville and Anaheim. The ad featured actors, by the way, in case you were wondering.

The company, which is one of the most media savvy asphalt paving companies in California, has other promotional and informational videos on their website (www. jbbostick.net). It recalls the old adage that if you don't tell your own story, someone else will tell it for you (and it might not be to your liking). CA