Wednesday, January 16, 2013

Super Bowl advertising peek

Dear readers, how could I have ignored you?  I looked at my blog recently and realized that it's been a month--a month--since I have posted here.  Oh, the horror and embarrassment--please, please give me a mulligan and let me make it up to you!

In an effort to get back into your good graces, I give you today a peek under the advertising tent--a look-see at what advertisers are planning to fork over $3.5M-4.5M for a 30-second ad spot on the February 3 Super Bowl.  Let's take a look, shall we?

Audi:  The German automaker is back for a sixth straight year with one :30.  The account is handled by Venables, Bell and Partners, a San Francisco-based independent shop who has done great work in energizing the Audi brand.

Frito-Lay:  Another consistent advertiser is Doritos, who plans a seventh straight "Crash the Super Bowl" contest.  Goodby, Silverstein & Partners, San Francisco, is the involved agency.

Taco Bell:  The quick-service restaurant chain has a :60 planned for the big game.

Volkswagen:  Deutsch, Los Angeles, handles the creative for VW, who plans one :60 during the game.  Last year, VW's spot aired in the second quarter of the Super Bowl.

Walt Disney Pictures:  Disney will promote Oz, the Great and Powerful, Iron Man 3, or The Lone Ranger with their in-game spot.

Coca-Cola:  Coke has purchased three :30's with no word on whether the iconic white bears will be used in the advertising.

Chrysler:  The Detroit auto manufacturer is back again after two years of much-hyped and much-discussed spots.

Kia:  Last year's spot featured Adriana Lima and Motley Crue--what will Kia do this year to top that effort?

Oreo:  Weiden and Kennedy was named to lead the Super Bowl creative efforts for this brand.

Mercedes Benz:  The Super Bowl is being played in the Mercedes Benz Superdome in New Orleans.  Perhaps naturally we'll then hear the sound of Jon Hamm's voice-over in one Mercedes spot in the game's fourth quarter.

Other involved brands include:  Anheuser-Busch, Axe, Best Buy,, Century 21, Lincoln, M&M's, Samsung, Skechers, Universal Pictures and Toyota.

(Source:  Advertising Age)