Everybody’s talking about the Super Bowl’s hottest ads
Star players of the Super Bowl game
This year, the Super Bowl’s hottest ads will be judged by real (adland) judges via the Clios.
…Which means that every other creative can pit his judging ability against that of the creatives The Clios chose. Here’s a shortlist of the ads to watch:
Everybody’s talking about:
1. Carl’s Jr. Why? Watch:
Gratuitous sex? Nope, it’s a big idea. Sure, it’s a gross big idea, but this is advertising and worse things have been done than play peek-a-boo with a naked woman’s body. Carl’s Jr is a regional burger chain promoting its all natural burger with an au naturel woman.
More importantly, during a week in which the competition for any ad to be talked about is ferocious!!!, everybody’s talking about Carl’s Jr because of Charlotte McKinney’s naked body.
2. Everybody in the media is talking about The Verge. The tech-y online news publication is not quite four years old. And it says it’s running a 30 second Super Bowl ad? It’s not even a good ad.
It turns out, though, that the ad is running during the Super Bowl in the town of Helena, Montana, only and is costing just $700 to air. All the chat about its Super Bowl ad this week has been free.
3. Doritos Crash the Super Bowl. Read about it here and how Droga5 crashed Crash the Super Bowl here.
Big hitters:
1. A-B InBev has booked seven 30 second ad units (210 seconds) for this year’s game. (240 seconds last year). It also has exclusive beer advertising rights for the game. Bud Light will get a 90 second Energy BBDO spot called Coin, that continues last year’s Up for Whatever theme. In Coin, a Bud Light fan heads out for an epic night filled with 80s “old school” fun and games, that includes a (real) life-size Pac-Man maze. Budweiser has two 60 second Anomaly spots, one using the Clydesdales from last year.
2. Coca-Cola has bought one 60 second commercial (two 60 second spots last year) and is keeping the creative under wraps. Here’s a rerun of last year’s America is Beautiful by W+K.
3. Pepsi is sponsoring the halftime show again, running a 30 second ad leading into it. Katy Perry is performing. Pepsi is keeping shtum about everything else.
4. GoDaddy is making its 11th appearance in the Super Bowl field, but with just one 30 second spot this rather than its usual two. There will be a plot twist and none of the internet provider’s sexual mischief (none last year either) in Barton F. Graf 9000’s Journey Home.
5. McDonald’s has been happy to sit on the sidelines for years, but this year it has booked a spot in the pre-game position, just before kick-off. It’s relying on rumours rather than press releases to direct its Super Bowl promotional warm-up. Apparently, Leo Burnett is doing the creative.
Ones to watch:
1. Weight Watchers – because since W+K took over the account the creative has been worth watching.
2. Turbo Tax – because W+K’s creative for this account is always worth watching.
Vroom vroom:
1. Nissan is back in the Super Bowl for the first time since 1997, with a 60 second spot by TBWA/Chiat/Day, Los Angeles.
2. Toyota is making its 3rd appearance in a row, with two 60 second spots by Saatchi & Saatchi LA.
3. Kia has one 60 second spot from David & Goliath. This will be its sixth Super Bowl appearance in a row.
4. BMW is back after a four year break, with one 60 second spot by KBS.
5. Lexus has a 30 second spot, its 2nd Super Bowl appearance. It was the first advertiser to show off its Super Bowl ad (January 14) by Walton Isaacson.
6. Mercedes-Benz is back for the 3rd time (it skipped 2014), most likely with a 60 second spot, by Merkley & Partners.
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