Nick Saban isn’t just a tough coach; he has a softer side as well.

While filming a recent advertisement for VRBO aimed at college football fans, Saban displayed a warm and playful demeanor.

The creative team at VRBO and their advertising partner, Anomaly, believed Saban would embody the image of a “gruff yet lovable bear” host that guests might find at competitor vacation rentals, unlike Airbnb, which often includes the presence of hosts in the properties.

In his role as an ex-Alabama coach, Saban delivered several witty remarks while portraying a rather angry host.

However, he showcased his gentle side during a scene where he had to reprimand two children visiting his house.

“How did you guys get in here?!” he yells in the spot as the children hurriedly leave the room.

Although Saban was open to all ideas for the commercial, this particular part was challenging for him.

“It really troubled him to act harshly towards those kids,” said Kevin Tenglin, VP of creative at Expedia Group, the parent company of VRBO. “Between takes, he would check in with them, saying, ‘Just so you know, I’m acting!’”

Saban delivered an outstanding performance.

“This is an ad that stands out,” noted Joe Favorito, who teaches strategic communications and marketing at Columbia University.

VRBO’s Popular Ad Shows the Real Nick Saban

Following his retirement announcement in January, Saban stepped into a more entertaining phase of his life, moving away from being a strict coach who set new standards in football. His ad with VRBO marks this shift.

He is also an analyst for “ESPN College GameDay,” where he appears alongside the outspoken Pat McAfee. Last Saturday, McAfee, without a shirt, hugged Saban at the end of the show while Saban smiled wide, joyfully stating, “This is so much fun!”

Saban is embracing his retirement with enthusiasm.

“He’s engaging in activities that he enjoys and revealing aspects of his personality that he chooses to display, which is incredibly appealing,” explained Favorito. “This is particularly valuable for brands connected to college sports.”

Fans primarily recognize Saban as the strict disciplinarian who secured seven national championships, making him an ideal candidate for the role of a troublesome rental host.

“The best use of celebrity or sports figures is when they appear natural; Saban feels authentic in this commercial,” Tenglin stated to YSL News Sports. “He’s just being himself.”

Saban’s Connection with the Director Leads to ‘Daddy Time in the Tub’

The ad was filmed in Malibu, California, beginning with Saban enjoying coffee on the porch as guests arrive.

“Check-in time is 3,” Saban states.

A guest replies, “It’s 2:55.”

“I know,” Saban responds, serious and unamused, as he continues to glare at the guests while sporting a straw hat featuring Alabama’s “Script A” logo.

This moment is Tenglin’s favorite part of the ad.

“Every time I see it, it resonates with me,” he remarked.

Later on, as Saban lays out the strict house rules, he delivers another humorous line.

“We have a wonderful barbecue outside,” he tells the guests, followed by the punchline, “But don’t touch that.”

Saban and director Wayne McClammy formed an excellent working relationship that allowed for creative improvisation.

A comedic highlight occurs when Saban finds himself in the hot tub with two guests, announcing they have just 10 minutes left, because it’s “Daddy time in the tub.”

“That line was a result of brainstorming with our director. It wasn’t scripted,” Tenglin shared.

The advertisement garnered a “universally positive” response, according to Tenglin.

Even fans of Alabama’s rivals appreciated it.

Saban Transitions from ‘Villain’ to VRBO’s Star Endorser

Tenglin, a Michigan fan, formerly saw Saban as “the villain.”

During his coaching career, Saban had a 4-4 record against Michigan, dating back to his time at Michigan State. Michigan capped off Saban’s career in January by defeating Alabama in the Rose Bowl overtime.

“He’s caused us some of our most painful losses, especially during his MSU days,” Tenglin reflected. “But after hearing stories from his team, it’s hard not to admire him. He’s genuinely kind.”

Angeline Scheinbaum, a professor from Clemson with degrees from Alabama’s SEC rival Georgia, was also impressed with the advertisement and Saban’s portrayal.

Employing a celebrity coach in a marketing campaign carries risks of upsetting rival fans.

However, this ad strikes the right balance and has garnered positive feedback from audiences.

“It’s sure to be well-received,” said Scheinbaum, who holds the Dan Duncan endowed professorship in sports marketing at Clemson.

Saban adds exceptional value as an endorser due to his success and reputation for reliability, Scheinbaum noted.

“Trust is the most significant factor in our research regarding celebrity endorsements,” she remarked.

Viewers will not only trust Saban but will also understand VRBO’s message.

“They are making it clear that with this brand, sharing your space is not an issue,” Scheinbaum stated. “It’s exclusively yours, which is a very attractive proposition.”

This setup is particularly attractive for visitors who prefer not to have a host closely supervising their children or monopolizing “Daddy’s bath time.”

Blake Toppmeyer serves as the SEC Columnist for the YSL News Network. You can  follow him on Twitter @btoppmeyer.