February 9, 2018

Philly Ad Firm AB&C Shares the “Spoils” of Super Bowl Wager with Boston-Based Small Army in The Philadelphia Inquirer

Page-stopping Philly pride ad featuring an underdog Billy Penn “lovingly made by AB&C and begrudgingly paid for by Small Army.”

PHILADELPHIA, PA (February 9, 2018)—They say, “to the victor go the spoils.” But one Super Bowl bet victor, Philadelphia’s Aloysius Butler & Clark (AB&C), looks forward to sharing those benefits with the entire Delaware Valley community by running a dynamic ad in the February 9 edition of the Philadelphia Inquirer. The ad—which celebrates the Eagles victory and Philly pride—is the outcome of a Super Bowl bet the Philly agency made with the Boston-based agency, Small Army. As the winning Super Bowl city, AB&C earned the right to create the full-page black-and-white ad which is being paid for by Small Army. In the ad, AB&C embraced the Eagle’s 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,” said 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.”

Beyond just waiting for the payoff following the Super Bowl, AB&C and Small Army leveraged the bet to show off their creativity via a “lively” #AdBowl2018 dialogue on multiple social media channels leading up to the game. AB&C’s ad will run 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.


About Aloysius Butler & Clark (AB&C)

AB&C is a 45-year-old full-service marketing communications agency with offices in Philadelphia, Wilmington, Delaware and Bloomsburg, Pennsylvania. Established in business-to-business and consumer marketing, the agency brings creative intelligence to local, regional, national and international accounts in a variety of industries. Adweek recently selected the agency as one of its 50 “Top Shops” in the nation.

About Small Army

Founded in 2002, Small Army is a full-service marketing agency focused on helping brands build relationships with people through creative storytelling. The agency works with brands across a range of industries to discover the moral of their story and then craft and share stories that attract and engage audiences wherever they may be.  Small Army is recognized as one of Boston’s largest agencies by The Boston Business Journal, a top small/hi-growth business by the Boston Chamber of Commerce and an Inc. 5000 company by Inc. Magazine.