Big Game Advertising Gets Bolder Than Bold

super-bowl-50-hed-2015
CBS will air Super Bowl 50 from Levi’s Stadium in Santa Clara, California, and has already said it’s commanding a record USD 5 million from advertisers for a 30-second spot. Over the last five seasons, the approximate asking price for a 30-second Super Bowl ad has increased by an average of 11.1 percent each year.
User Generated Content
Hyundai

Hyundai inked a deal with the NFL, separate from its Super Bowl package, to become the League’s official car, SUV and luxury vehicle. The campaign this first year has revolved around celebrating fan passion, including sponsorship of the NFL’s Kickoff celebration and the release of two fan-inspired ads that run every Sunday: “D-Gate” and “Field Goal.”

Hyundai has signed up with INNOCEAN Worldwide, for developing the four new Super Bowl TV spots.

Hyundai is a longtime Super Bowl advertiser and, after sitting out last year, is back in the game for the eighth time in the last nine years. The new ads are just one part of Hyundai’s integrated Super Bowl marketing program, which will also include a strong digital media presence, experiential activations in the San Francisco Bay Area and more than 400 Hyundai vehicles serving as promotional cars throughout Super Bowl week.

Doritos

PepsiCo’s Doritos brand revealed its list of semifinalist consumer-created Doritos ads for its 10th and final “Crash the Super Bowl” contest, earlier in December. Consumer Created Ads and User generated content has been a popular engagement theme for Super Bowl.

Doritos

Sweepstakes and Experiential Theme
Marriott Rewards

Marriott Rewards, the company’s award-winning loyalty program, launched its “50 to 50” campaign that includes a sweepstakes which gives members in three countries a once-in-a-lifetime chance to take a group of 50 of their friends and family to attend the game and enjoy an exclusive VIP Super Bowl 50 weekend in the San Francisco Bay area.   The trip includes flights, hotel, tickets to the game and an unforgettable VIP weekend experience at the biggest game of the year.

Snickers and Skittles

Mars Chocolate North America’s SNICKERS® Brand and Wrigley’s SKITTLES® Brand will each return with all new commercials that will air on Sunday, Feb. 7, 2016, during Super Bowl 50 on CBS. The brands also are launching the company’s first joint in-store promotion leveraging their status as official National Football League (NFL) sponsors to “Make Super Bowl 50 Even Sweeter.”

Anchored by their award-winning “You’re Not You When You’re Hungry” campaign, SNICKERS® is a Super Bowl veteran.

Last year, SKITTLES® made game day “awesomer” for NFL fans and players through an integrated campaign that culminated in the brand’s inaugural Super Bowl ad.  SKITTLES® opted to “Settle It” in a commercial that featured a small town full of people with abnormally muscular right arms. In the ad, two men enjoyed a bowl of SKITTLES® and when it comes down to the last lemon SKITTLES® candy, they “settle it” with an arm wrestling match.  This year, the brand plans to make Super Bowl 50 even more awesome with another unexpected commercial produced by DDB Chicago.

“We had an amazing rookie Super Bowl experience, so we’re thrilled to be back,” said Matt Montei, Senior Marketing Director, Confections and Seasonal at Wrigley. “Once again, we have dozens of awesome integrated activities planned for our Super Bowl party this year with the ad serving as our grand finale.”

The joint national in-store promotion will begin on December 28, 2015, and encourage consumers to text SWEET50 to 87654 for the chance to win instant prizes, as well as enter a grand prize sweepstakes. Instant-win prizes range from USD 75 NFLShop.com e-gift cards to free SNICKERS®, M&M’S®, TWIX®, 3 MUSKETEERS®, MILKY WAY®, SKITTLES® and/or STARBURST® Brand Singles. The grand prize package includes everything a fan needs to host the ultimate Super Bowl party including a USD 2,000 Electronics gift card, a USD 600 pre-paid debit card, and a USD 250 NFLShop.com e-gift card. The joint promotion is supported with national print, radio and in-store media. No purchase necessary. Final rules will be available on December 28, 2015, at www.sweet50.snickers.com.

LG Goes For Creative Horsepower

LG Electronics  first-ever Super Bowl commercial will be produced by Ridley Scott’s production company, RSA Films. Jake Scott will direct the spot that showcases LG’s widely acclaimed OLED TV technology and introduces a soon-to-be announced addition to its OLED TV line. LG’s Super Bowl 50 commercial spot will illustrate the company’s commitment to exploring new technologies and communicate the bold message that OLED TV isn’t just a new TV; it represents a whole new era in television technology.

LG’s commercial draws upon the expertise and creativity of this father and son collaboration. Ridley Scott’sThe Martian recently won the 2015 Best Director Award from the National Board of Review, as well as garnering a Golden Globe nomination for best picture. He is also known for his breakthrough 1984commercial for Macintosh, named the best Super Bowl ad of all time by Forbes. Not to be outdone by his father, Jake has six Super Bowl commercials under his belt, including Budweiser’s ‘Lost Dog’, USA Today’s highest rated commercial from last season.

 

Budweiser and Bud Light

Anheuser-Busch’s  is the exclusive beer advertiser for the game. Budweiser and Bud Light are expected to get ads, as usual.

Pepsi Half-Time Show

As part of the year-long celebration of Super Bowl 50, which will be played on Sunday, Feb. 7, 2016, the NFL announced on November 26, the PEPSI SUPER BOWL 50 HALFTIME SHOW on CBS will echo elements of the NFL’s On the Fifty campaign – honoring the past, recognizing the present and looking ahead to the next 50 years. Pepsi has finalized ColdPlay as the artist for the Half-time show.

Acura

Acura said its return to the Super Bowl will feature the NSX supercar, which ships in spring, and the brand’s North American roots. The NSX was the subject of Acura’s last Super Bowl ad in 2012, long before it was available for shipment. That ad, Acura’s Super Bowl debut, featured Jerry Seinfeld battling noted gearhead Jay Leno for the first NSX off the production line.

Butterfinger

Butterfinger first appeared in the 2014 game with a spot for its Butterfinger Peanut Butter Cups. It announced its return for Super Bowl 50 with a skydiving stunt streamed over Periscope.

Nestle said Butterfinger remains its only brand to advertise during the Super Bowl. Butterfinger first appeared in the 2014 game with a spot for its Butterfinger Peanut Butter Cups.

“Today’s announcement is just the first step in Butterfinger’s quest to take bold and make it even bolder in a way that is guaranteed to make you laugh,” Kristen Mandel, Butterfinger brand manager, said in a statement.

According to Butterfinger, sky diver Carson Schram of NorCal Skydiving did a 12,000-foot free fall before announcing the ad plans. The spot set to air during the Feb. 7 game will focus on the new “Bolder than Bold” brand message.

Mountain Dew

Mountain Dew will promote Kickstart. The Super Bowl spot is by Mtn Dew agency BBDO, New York. PepsiCo previously confirmed that brand Pepsi will get an in-game ad in addition to sponsoring the Super Bowl halftime show. PepsiCo’s Frito-Lay division will also run one Super Bowl ad for Doritos as part of the “Crash the Super Bowl” contest, which is in its tenth and final year.

The confirmed featured advertisers for the Game Day in addition to the ones mentioned above are: KIA, Intuit, Paypal, Wix.com, WeatherTech and SquareSpace.

Source: AdAge

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