Once again bulls and, more precisely, the Running of the Bulls feature in TV publicity spots in The USA. This time it is American Express that is promoting its financial services for new business initiative. In this TV commercial we see Jomaree Pinkard, a co-founder of Hella Bitters, a firm which makes hand-made bitter cocktails in New York. The shots show a taxi driving through the financial sector in New York as the protagonist is narrating his situation.
Pinkard states that his firm in a concrete moment needs to triple its capital in the short term in response to a spectacular increase in the demand for its product. At that same moment, from the taxi we can see a herd of bulls approaching up the street. The term “Running of the bulls” can also be used in a financial sense to express the idea of ups and downs on the stock Exchange and in terms of production, etc.… the image of the herd of bulls plays with this double meaning and strengthens the idea of a competitive and complicated market.
This tendency to include the image of a bull or bulls in TV commercials is nothing new because for a very long time now, the values which we find in a fighting bull (valor, speed and strength) has been associated with many trademarks – especially in The United States. As can be seen in the YouTube channel at Sanfermin.com, Banks, Universities and even basketball teams all feature for such Brand names as Nike, EDS, Duracell, Travelocity or Volvo.
Furthermore, this year the CBS by way of Esquire TV, broadcast the Sanfermin Running of the Bulls for the United States with a big viewer response. This has helped to sustain the positive image of the Running of the Bulls in the USA and make it an event to easily identify with.
