How Chess Is Rising In Prominence In Advertising

Why is Nick Saban, the well-known American college football coach, playing chess with a duck (yes, it’s a duck, not a goose) in a TV commercial? Does the coach even know how to play chess (much less the duck)? More seriously, why are TV commercials and magazine ads now featuring chess more prominently?

Are the recent uses a result of the publicity that chess has gained from The Queen’s Gambit, the popular Netflix miniseries? Perhaps the primary factor is the publicity from the return of over-the-board tournaments such as the Sinquefield Cup, Candidates, Olympiad, Women’s Grand Prix, and World Chess Championship.

In addition, more publicity has been gained from the increase of streamed online tournaments involving the full range of players from the elite such as Chess.com’s Titled Tuesdays and Global Championship to the blunderers best illustrated by their play in the PogChamps series. Think how much extra publicity the chess community will gain soon with the recently announced chessboxing championship. 

Coaches Nick Saban, Deion Saunders In TV Commercial

When you turn on a sports channel during the current American football season, you cannot help but observe Saban in a commercial for Aflac, a U.S. insurance company, that also features football legend Deion Saunders, now also a college coach.

The commercial begins with Saban questioning the duck’s position on the chessboard, “Seriously? Now there’s a hole in your defense.” However, the coach doesn’t look ready to spring a tactic on his opponent. Even more disconcerting is how early in the game the coach feels that his opponent’s position is vulnerable. Nevertheless, Saban has a reputation for knowing defense (and offense). Check out the full Aflac commercial below.

Peugeot Outwits A City Of Chess Pieces

Another clever commercial that is even more chess-themed is a new one that highlights the driving experience of the all-electric Peugeot E-2008 SUV in a campaign called “Outwit the City.” With scenes shot live on the streets of Barcelona (interspersed with moves in a game of chess), the city is transformed to include chess references: buildings in the shape of chess pieces, a sculpture of a knight, and a queen with a lion’s head to echo the brand’s logo. 

In a new campaign, a Peugeot drives through a city of chess pieces. Image: Mill Paris.

The driver outwits the city by imagining that driving through it is like playing chess. Learn how the commercial, which is below, was planned by Mill Paris, its creator, here.

Travel Commercials With Chess

Want to travel to an exotic location? Expedia wants to help and entices you with a commercial that features people playing chess in a hot tub. Really! When was the last time that you did that? And without any cold beverages?

Chess In Magazine Advertising

Is Time a magazine for thinking readers? How better to illustrate a “thinking” concept than with a chess game to illustrate this point, “The transfer of knowledge and wisdom from older to younger generations is not a new concept.” Sompo Holdings, an insurance holding company based in Toyko, chose a game of chess between an older player and a younger one for its advertorial. In Time’s Person of the Year special issue on Dec. 27, 2021, which identifies the person who had the greatest impact in the year, the ad reinforces the idea that noteworthy people solve problems (regardless of generation and often proven in a game of chess).

Other TV Commercials With Chess

Manufacturers of medicines and other pharmaceutical products are also finding that they can use chess effectively to promote their products and connect to patients, regardless of age. A contemporary example is Farxigan, a prescription medicine to help adults with type 2 diabetes.

Dupixent, another prescription medication, which prevents asthma attacks and improves breathing is also among the brands using chess in their TV commercials.

Comparison With Earlier Uses Of Chess In Advertising

The current use of chess in advertising is remarkably different from before. Previously commercials featured prominent chess players themselves such as GMs Garry Kasparov and Viktor Kortchnoi, not so much the game itself.

In the following TV commercial from decades ago, Kortchnoi plays chess with Lovely, a cow — and loses. Now ads show “ordinary” people playing chess as part of a scene without any prominent world-class player.

Have you noticed how chess is being used more in advertising? What do you think is the reason?