“Tennessee Dad Buys Pre-Super Bowl Ad in Palm Beach to Reach Trump,” The Palm Beach Post
January 31, 2018
A Tennessee father who says a defective guardrail caused his 17-year-old daughter’s death has bought a 30-second ad during Sunday’s Super Bowl pre-game coverage in hopes of getting President Donald Trump’s attention.
Ad slots cost $5 million during the game on NBC, but Steve Eimers made a more targeted purchase. Figuring Trump will spend the weekend at his Mar-a-Lago estate in Palm Beach, Eimers spent $1,000 to buy 30 seconds on the West Palm Beach NBC affiliate, WPTV Channel 5, to run sometime Sunday afternoon during pregame programming. ... The guardrail manufacturer singled out by Eimers, Lindsay Transportation Solutions, is the defendant in lawsuits filed by Eimers and others by West Palm Beach attorney Ted Leopold. ... Eimer’s lawsuit alleges the guardrail failed to perform as intended. “Specifically, the X-LITE guardrail failed to properly perform/telescope upon impact,” the lawsuit said.