Madison Avenue reveals more of its Super Bowl playbook
The New York Times | January 28,2013
Baltimore Ravens quarterback Joe Flacco will take the field next Sunday with the Baltimore Ravens for Super Bowl XLVII. Getting almost as much hype as the big game itself is Super Bowl advertising, which will take center stage this week with several sneak peaks from major advertisers.
Super Bowl XLVII is now only a week away, and the closer the game draws, the more information Super Bowl sponsors are sharing about their plans.
What follows is the most recent news about nine marketers that are buying commercial time during the game, which will be broadcast by CBS on Feb. 3.
Anheuser-Busch InBev: The Anheuser-Busch division of Anheuser-Busch InBev is to release a teaser clip today to promote a Super Bowl commercial for a new beer, Beck’s Sapphire. After several days of teasing on Facebook and YouTube, the full commercial will get a preview on YouTube on Feb. 1 and 2 before it runs during the game.
The commercial, by the ad agency Mother, will feature an animated goldfish — black, the same color as the Beck’s Sapphire bottle — singing a version of the hip-hop hit “No Diggity” by an Australian musician, Chet Faker.
Anheuser-Busch also plans a sneak peek in full of a second commercial, for Budweiser, beginning Wednesday. The company’s four other planned commercials — two for Bud Light and two for another new beer, Budweiser Black Crown — will be the subjects of teaser clips but will not be shared in full before they run during the game.
E-Trade Group: The E-Trade “talking” baby will return for another Super Bowl, the company said Friday. The 30-second spot, in the third quarter, is being created by Grey New York, part of the Grey unit of the Grey Group, a WPP agency.
Go Daddy Group: The company posted online Friday one of the two commercials it plans to run during the game. The 30-second spot promotes registering .com domain names with godaddy.com and features a cameo by longtime Go Daddy endorser Danica Patrick.
Both Go Daddy commercials are being created by Deutsch, part of the Lowe & Partners unit of the Interpublic Group of Cos.
Hyundai Motor Group: The company’s Kia brand will offer moviegoers an advance look at one of its two Super Bowl commercials. A 60-second spot for the Kia Sorento titled “Space Babies” will begin to be shown Friday in movie theaters that offer the FirstLook preshow program from NCM Media Networks.
Milk Processor Education Program: For its first Super Bowl commercial — a 30-second spot to run in the second quarter of the game — the national organization that encourages milk consumption signed Dwayne Johnson, the actor known as the Rock, for a humorous look at how far a father will go to get milk for his children’s breakfast.
A report about the commercial is scheduled to appear on “CBS This Morning” on Thursday, during which the spot is to run in full. A 60-second version will then be posted on websites like Facebook, milkmustache.com and YouTube. Deutsch is creating the milk commercial as well as the commercials for GoDaddy.
The previews of the milk spot will help it get wider viewership, said Vivien Godfrey, chief executive of the organization, known as MilkPEP. “We want to reach as many people as we can.”
The Super Bowl spot is the centerpiece of a $10 million campaign, Godfrey said, that will include promotions, social media, print ads, in-store marketing and a tie-in with a program called Fuel Up to Play 60, sponsored by the National Football League and the National Dairy Council.
Mondelez International: The company began sharing additional information Friday about a commercial for Oreo cookies that it plans to run during the first half of the game.
The 30-second commercial will focus on the longtime argument among Oreo devotees over which part they prefer, the cookie or the cream filling, known in Oreo parlance as “creme.” Brand fans will be directed to Instagram to continue the dispute. The spot is being created by Wieden & Kennedy.
PepsiCo: The PepsiCo Beverages unit of PepsiCo is disclosing details about one of the two commercials it will run during the game, for Pepsi Next. (The other, for Pepsi-Cola, will promote the Beyonce halftime show being sponsored by that brand.)
At the end of the 30-second Pepsi Next commercial, viewers will be directed to a website to apply to receive a coupon for a free 2-liter bottle of Pepsi Next. The plans call for giving away 1 million coupons. TBWA/Chiat/Day, part of the TBWA Worldwide unit of the Omnicom Group, is creating the Pepsi Next spot.
Research in Motion: The company said Friday that it would buy a commercial in Super Bowl XLVII to promote the new BlackBerry 10; it had not disclosed that previously.
The spot, which will run 30 seconds, will come four days after the official start of an extensive introductory campaign for the BlackBerry 10. The spot is being created by Abbott Mead Vickers BBDO, part of the BBDO Worldwide unit of Omnicom.
Unilever: The company plans to release in full Monday morning its first Super Bowl commercial for Axe products. The 30-second spot, called “Lifeguard,” is being created by Bartle Bogle Hegarty, part of Publicis Groupe.