Superbowl Commercials Shot in Newport

Alex and Ani has two ads that were shot in Newport playing during the Superbowl.

Superbowl Sunday is just as well known for its commercial breaks as it is for football. If you pay close attention, you might see some familiar backgrounds during ads for Alex and Ani.

The commercials were shot over the course of three days at Belcourt of Newport, and will air during both the pre-game show and the Superbowl.

David Bettencourt directed both ads, which feature behind the scenes footage and music by Alex and Ani artist Colour of London with Jimmie Allen.

Overall, the commercials cost roughly $2 million, Alex and Ani CEO Giovanni Feroce said.

Watch the ads above or here and here.

TWO MILLION DOLLARS February 03, 2013 at 01:55 PM
So during the Super Bowl too? The obsession of marketing everything, telling us every move, sorry nauseating! TWO MILLION DOLLARS! Boy that CEO likes to spend money! So what else? TWO MILLION DOOLARS to make money! Think the people that would been have fed? Jewelry is trendy, buy everything at a discount price and employ young girls? What is the median age of the worker? We will be changing the channel, TWO MILLION DOLLARS? Money was not spent wisely...the commercial isn't even good, and a bicycle indoors? TWO MILLION DOLLARS! Stay tuned the next video might be better and cheaper!
Kathy Irving February 03, 2013 at 02:28 PM
Wow.....I guess they are doing really well. Hurrah for a Rhode Island business! !!!!
Doing Well February 03, 2013 at 03:24 PM
Hurrah! Doing well and making money doesn't mean the same unfortunately. The product is trendy! What if all the money goes away? What does that Rhode Island business do? The original company isn't even owned a 100 percent by Alex and Ani founder! Just another commercial at the Super Bowl....waste of money but they will make money from it....called exposure. Remember though it was paid for, put there for you to see. The CEO was only a one treen senator, why? Youngest told. Comment on Newport Now says he was the same at URI, you are hearing all the truth come out of the woodwork about it all. I am educated, professional and certainly not swayed by these actions. Does anyone think this purchase of Belcourt will provide an entrance to Newport? They call that a new money mindset. One can tell that Belcourt will never be the same, already used to make money. I predict an increase in the product and it will cost the consumer more. Someone has to pay for all this! My child will never work for this so called 'Rhode Island Company' because regardless if they are doing ....well!
Valerie K February 03, 2013 at 08:50 PM
I think someone needs a simple marketing lesson: spending money is okay if you're making money. They are one of the fastest growing companies in America and one of the largest donors to charitable causes in the state of Rhode Island. Way to support the home team. Maybe you should do your research into Carolyn's story, she's got one of the kindest hearts in the world and she owns most of the company. The CEO fought for you in Iraq and Afghanistan, ...the nerve.
FilippeStark February 03, 2013 at 09:00 PM
Alex and Ani, Charity by Design, the Founder and the CEO have donated millions to charity. Sounds like jealousy is a sickness. Get well soon.
LaFrance February 04, 2013 at 03:06 AM
I am inspired by this company and it's owner. They've made some impressive moves that benefit and preserve RI. I applaud them.
5W February 08, 2013 at 03:10 AM


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