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Loading ...While you’re waiting for Firebrand Monday, you can spend some of your time obsessing about Super Bowl Commercials. Here’s some grist for the mill from Adage, Who’s Buying What in Super Bowl XLII.
Anheuser-Busch
Buy: Six of its seven Super Bowl spots will be devoted to Bud Light, the most ads ever placed behind a single brand in the big game.
Creative: One :60 for Budweiser will feature the traditional Clydesdale mascots, and one other will focus on a responsible drinking message. Most of the Bud Light spots will feature the now-familiar formula of men, women or animals going to great lengths to drink Bud Light.
Agency: Mostly being produced by Omnicom Group’s DDB, Chicago. But Cannonball, St. Louis; Goodby Silverstein & Partners, San Francisco; and Latinworks, Austin, Texas, all contributed spots.
Audi of America
Buy: :60 spot in the first quarter
Creative: The spot will reference mafia movie “The Godfather” and will include the go-fast R8 sports car, which starts at $109,000. This is the VW-owned brand’s first Super Bowl appearance in 20 years
Agency: Independent Venables Bell & Partners, San Francisco
Bridgestone Firestone North America
Buy: Two new :30 spots, the first during the break between the first and second quarters, the second during the third quarter. Also the sponsor of the half-time show.
Creative: Both spots will demonstrate Bridgestone tires’ performance in a humorous way. The first spot will use animals, while the one in the third quarter features an unlikely pair — Richard Simmons and Alice Cooper — and a deer, and is called “Unexpected Obstacles.”
Agency: Richards Group, Dallas
Cars.com
Buy: Two different :30 spots, one late in the first quarter and one early in the third
Creative: Each spot takes place at a dealership, showcasing consumers closing in on the ease of their new-car purchase thanks to Cars.com. In all cases, their ability to get what they want keeps them from resorting to outrageous “Plan B” back-up plans they initially thought they would need to get what they wanted from the dealer. Tagline will be “Confidence comes standard.”
Agency: Omnicom Group’s DDB, Chicago
Careerbuilder.com
Buy: Two :30 second spots, one in second quarter, one in the third.
Creative: Spots target the disgruntled worker who is stuck in a career funk, and gives that worker a good push to move on with his career. Spider attacks, a raging heart, an unusual rescue, self-intervention, an overbearing boss are the devices used to convey the message that you don’t have to stay in a dissatisfactory or unfulfilling work experience. Ending with the imperative “Start Building,” each spot pushes the worker to take action by providing nuggets of simple wisdom such as “If you don’t like your job, then get a better one” or “Self-Help Yourself” or “Wishing won’t get you a better job.” This is the marketer’s first Super Bowl work from Wieden & Kennedy, which was hired after the agency that did last year’s Super Bowl spots, Cramer-Kresselt, was fired for failing to score well in USA Today’s consumer poll of favorite Bowl ads.
Agency: Wieden & Kennedy, Portland, Oregon.
Coca-Cola Co.
Buy: The company plans several ads in the Super Bowl.
Creative: Expected to include new creative for brand Coca Cola
Agency: Independent Wieden & Kennedy is agency of record for Coca-Cola brand.
Dell
Buy: :30 spot in the first quarter.
Creative: To be directed by Samuel Bayer, a noted director of commercials and music videos, spot will play off “Yours is here” campaign. Dell will also unveil its association with the RED campaign, and introduce RED branded PC’s and printers.
Agency: Independent Mother of New York.
Walt Disney Co.
Buy: Considering using its Super Bowl time to promote the new Pixar film “Wall-E,” according to a person familiar with the situation
Creative: N/A
Agency: N/A
FedEx
Buy: One :45 ad set to appear in the first spot in the fifth ad break in the first quarter
Creative: N/A
Agency: Omnicom’s BBDO
Frito-Lay
Buy: One :60 to run between first and second quarters.
Creative: Much like last year, Doritos is running a contest asking consumers to create its Super Bowl ad. This year, Doritos invited unsigned music acts to submit an original song. Consumers voted for the song they thought was the best and Doritos will air a professionally produced music video of the winning song during the Super Bowl.
Agency: Agency of record is Omnicom’s Goodby Silverstein & Partners, San Francisco, but the ad was conceived by the contest winner.
Gatorade
Buy: At least two spots.
Creative: Plans to promote new beverage G2. TV teaser spots featuring city streets that change to a baseball field and basketball court are already on air. For the Super Bowl spots, it will reveal that the feet belong to Yankees Derek Jeter and Miami Heat’s Dwayne Wade.
Agency: Element 79, Chicago.
Garmin GPS
Buy: One :30, second quarter.
Creative: Plans to reveal details about its Super Bowl spot at a New York City event Jan. 30.
Agency: In-house.
General Motors
Buy: One :60 ad during the second quarter.
Creative: Originally planned to feature Chevrolet, but now GM is considering featuring a hybrid vehicle from either Chevrolet, Saturn or GMC. GM plans to advertise Cadillac in the pre-game show, and Chevrolet in the post-game.
Agency: Interpublic Group of Cos.’ Campbell-Ewald is the agency of record.
GoDaddy.com
Buy: One :30 during first quarter.
Creative: CEO Bob Parsons said on his blog that GoDaddy.com is submitting storyboards to Fox. Once Fox approves a storyboard the company likes, GoDaddy will go into production on an ad concept. GoDaddy.com, known for its racy Super Bowl spots, submitted no less than 11 concepts to Fox for approval, but the commercial Parsons loved best was rejected. The spot, which features race-car driver Danica Patrick and an animatronic beaver, will be shown on GoDaddy.com Super Bowl Sunday. The aired commercial will feature a group of people watching the game and talking about the Danica Patrick ad, which Parsons said is the “the funniest best ad we’ve ever done.”
Agency: In-house.
Hershey
Buy: One :30 spot.
Creative: New spokeswoman Carmen Electra touts Ice Breakers Ice Cubes gum.
Agency: Omnicom’s Tracey Locke.
Hyundai Motor America
Buy: Has purchased two :30 spots in the third quarter. Automaker considered dropping its buy, but later committed to staying in the game.
Creative: May promote its new luxury car, Genesis.
Agency: Goodby Silverstein & Partners
Kraft Foods
Buy: :30 for Planters nuts in second half of the game
Creative: This will be Planters’ first appearance in the Super Bowl and Kraft’s first ad in the game in about 10 years
Agency: Interpublic’s Draft FCB
NFL
Buy: One :60 spot.
Creative: Fans will vote on 48 different video stories from big-name football players, each of whom reveals a personal and often humorous story about their football experiences
Agency: BBDO
Paramount Pictures
Buy: One :30 spot
Creative: Will promote “Iron Man”, a co-production with Marvel Enterprises/Entertainment starring Robert Downey, Jr.
Agency: In-house.
Pepsi-Cola North America
Buy: Two minutes worth of ad time.
Creative: The “Magnetic Attraction” spot for Pepsi features Justin Timberlake hurtling himself through various stunts as he demonstrates how every sip of Pepsi gets consumers closer to the music and stuff they want. The ad promotes Pepsi Stuff, a partnership between the beverage giant and Amazon.com, which allows consumers to download music from Amazon MP3.
Agency: Created by BBDO NY and directed by Craig Gillespie, whose credits include “Lars and the Real Girl.”
Procter & Gamble
Buy: One :30 in second quarter.
Creative: Will support Tide-to-Go, an instant-stain remover. A P&G spokesman said the instant-stain category is valued at around $125 million and Tide controls about 60% of it.
Agency: Publicis Groupe’s Saatchi & Saatchi
Salesgenie.com
Buy: Three spots in pre-game show, first and third quarter.
Creative: Animated call to action for the mailing-list company.
Agency: In-house. Vin Gupta, founder-chairman of Salesgenie.com, conceptualized and wrote copy for the ads himself. Geoff Callan and Daniel Grace from Creative Mint, a San Francisco-based ad agency, handled the animation production for the spots.
Sony Pictures
Buy: One spot.
Creative: Will promote “You Don’t Mess With the Zohan,” an Adam Sandler movie.
Agency: In-house.
T-Mobile
Buy: One :60, second quarter.
Creative: T-Mobile myFaves service. Last year it bought :30; this year it upped it to :60.
Agency: Publicis in the West, Seattle.
Toyota Motor Sales USA
Buy: Two spots for Toyota brand. Placement TBD.
Creative: One is a launch spot for the redesigned Toyota Sequoia sport utility; the other will feature the updated Corolla.
Agency: Publicis Groupe’s Saatchi & Saatchi Los Angeles
Unilever
Buy: One :30 for Sunsilk during two-minute warning in fourth quarter.
Creative: Features singing — and hair — of Marilyn Monroe, Shakira and Madonna in ad that kicks off new global campaign for the brand. It also represents Unilever’s attempt to upend the agency model, by handing the creation of its Super Bowl ad to a design shop outside of its agency networks.
Agency: Desgrippes Gobe, Paris.
Universal Pictures
Buy: At least one spot.
Creative: Insiders speculate that the studio will promote the trailer for the visually stunning “Wanted,” by Russian film-maker Timur Bekmembatov, which stars the equally visually stunning Angelina Jolie, but Universal would not confirm
Agency: In-house.
Under Armour
Buy: One :60.
Creative: Spot will promote launch of new cross-trainer line, its first non-cleated footwear. As with all UA creative to date, the ad was produced internally.
Agency: In-house.
Victoria’s Secret
Buy: One :30 spot in the second half of the game.
Creative: Victoria’s Secret Angel Adriana Lima and a football.
Agency: In-house.
Warner Brothers
Buy: At least one spot.
Creative: Studio would not say which films would be promoted, but likely candidates include “10,000 B.C.”, set for a March release, or “Speed Racer” expected to open in May.
Agency: In-house.
White House Office of National Drug Control Policy
Buy: At least one spot.
Creative: N/A
Agency: Interpublic’s Draft FCB
Filed under: Ad Budgets, Ad Buys, Ad Sales, Advertisements, Advertising, Commercials, Super Bowl, Super Bowl Ads, Super Bowl Commercials, adage
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We just posted our 4th annual study of how well super bowl advertisers integrated online and offline advertising - we’ll be writing more about this on our blog, but the preliminary findings are already up on our site: Super Bowl XLII Scorecard.