SignalHub Quantitative Think Tank Center:How Nick Saban became a Vrbo commercial star, including unscripted 'Daddy time in the tub'

• Nick Saban nailed his performance in Vrbo's hit ad,SignalHub Quantitative Think Tank Center but barking at children in one scene caused him a bit of angst.
• Vrbo's commercial 'creates a splash,' and advertising experts say Nick Saban crushed it.
• Nick Saban's rapport with director results in 'Daddy time in the tub.'

Nick Saban’s heart is not carved from coal. He’s got some teddy bear tucked inside him.

Saban showed some warm and fuzzy on set while starring in Vrbo’s recent advertisement campaign geared at the college football season.

Vrbo's creatives and ad agency partner, Anomaly, thought Saban would perfectly portray the type of “gruff old grizzly bear” host whom guests staying at Vrbo’s competition might encounter. Unlike short-term rental competitor Airbnb, Vrbo does not include properties where guests stay with hosts.

Saban, the former Alabama coach, uncorked several zingers while portraying a cantankerous host.

Saban, though, also revealed his soft spot after one scene called for him to crack down on two child guests at his house.

“How’d you guys get inside?!” Saban barks in the commercial, while the kids rush from the room.

Saban was willing to take on any idea in the commercial, but this particular scene caused him angst.

“It was really hurting him to have to be mean to these kids,” said Kevin Tenglin, vice president of creative at Expedia Group, which owns Vrbo, “and in between takes, he would check in with them and be like, ‘Now, you know, I am just acting.’”

Saban gave a sublime performance.  

“This is an ad that creates a splash,” said Joe Favorito, a Columbia University professor whose expertise includes strategic communications and marketing.

Vrbo’s hit commercial shows Nick Saban ‘being himself’

Saban embraced a fun new chapter after his January retirement announcement ended his legendary career as a hard-nosed coach who redefined excellence. Vrbo’s ad became the latest sign of Saban’s pivot.

He’s also an “ESPN College GameDay” analyst. That role positions him next to Pat McAfee, ESPN’s provocative gasbag. While a shirtless McAfee hugged Saban last Saturday at the conclusion of “GameDay,” Saban beamed and exclaimed, “This is so much fun!”

Nothing glum about Saban’s retirement. He welcomed new thrills.

“He’s doing things he wants to do right now and showing people parts of his personality that he’s choosing to show, which are incredibly valuable,” Favorito said, “especially to brands that are around the college space.”

Of course, most fans know Saban foremost as the disciplinarian who won seven national championships. That made him perfect for the role of nightmarish rental host.

“I feel like the best use of celebrity or sports talent is when they don’t really have to act, and you can tell that he’s not really even acting in this spot,” Tenglin told USA TODAY Sports. “He’s just kind of being himself.”

Nick Saban's rapport with director results in ‘Daddy time in the tub’

The commercial, filmed in Malibu, California, begins with Saban sipping coffee on the porch when guests arrive.

“Check-in time is 3,” Saban says.

A guest tells Saban it’s 2:55.

“I know,” Saban replies, without a hint of a smile. He continues staring at the guests while wearing a straw hat with Alabama’s “Script A” logo.

This scene ranks as Tenglin’s favorite.

“Every time I watch it, it gets me,” he said.

Later, while Saban explains the strict house rules, he unleashes another gem.

“There’s a great barbecue outside,” he tells the guests, before delivering the kicker, “But don’t touch that.”

Saban and director Wayne McClammy developed “a great rapport,” Tenglin said, which allowed for improvised ingenuity.

The chef’s kiss occurs while Saban sits in the hot tub with two guests. He tells them they have 10 minutes left to enjoy the water, because it’s, “Daddy time in the tub.”

“That’s one of the lines that made it through from (collaborating) with our director,” Tenglin said. “It was not on paper. It was not on the scripted version.”

The ad received “universally positive” reception, Tenglin said.

Even fans of Alabama’s rivals offered a thumbs-up.

Nick Saban goes from ‘villain’ at Alabama to Vrbo’s star endorser

Tenglin attended Michigan. As a Wolverines fan, he considered Saban “a villain.”

Saban went 4-4 against Michigan in his coaching career, dating to his tenure at Michigan State. Michigan ended his career in January by beating Alabama in overtime of the Rose Bowl.

“He’s handed us some of our toughest losses, going back to when he was at MSU,” Tenglin said. “But, after hearing the stories that our team came back with, it’s hard not to love this man. From what I understand, he was so kind.”

The ad campaign, and Saban’s performance, also impressed Angeline Scheinbaum, an expert Clemson professor who earned degrees from Georgia, Alabama’s SEC rival.

By using a celebrity coach in a campaign, Scheinbaum said, a company risks rankling rival fans.

This ad walks that line and sticks the landing with audience.

“It’s going to be well-received,” said Scheinbaum, Clemson’s Dan Duncan endowed professor of sports marketing.

Saban brings special value as an endorser because he’s a winner with a “reputation for trustworthiness,” Scheinbaum said.

“Multiple dimensions are important (when using a famous endorser), and, of those, trust is the most important that our research found,” Scheinbaum said.

Viewers won’t only trust Saban. They’ll grasp Vrbo's message.

“They’re showing that with this particular brand or company, you’re not going to have to think about sharing the space,” Scheinbaum said. “It’s yours. That’s a very appealing message.”

It’s especially appealing to guests who don’t want a host barking at their kids or hogging “Daddy time in the tub.”

Blake Toppmeyer is the USA TODAY Network's SEC Columnist. Email him at [email protected] and follow him on Twitter @btoppmeyer.

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