Superbowl-ads.com Article Archive

Dockers® brand has created an innovative way to provide consumers with relevant content on their terms. Dockers® and Shazam® have developed an integrated program that allows consumers who watch the new Dockers® “Men Without Pants” TV commercial to use their mobile devices to engage at a deeper level with the brand – a world’s first. Once the ad is “shazamed,” viewers will link directly to a branded-content site. This technology is a major step forward in making TV clickable like digital media.

The new commercial debuts during the Super Bowl XLIV broadcast on February 7 on CBS, the first Dockers commercial to air on the Super Bowl since 2002. Viewers who have Shazam® downloaded on their smartphones can tag the spot and are instantly taken to a branded-content page. On this page, consumers can read about the “Wear the Pants™” campaign, learn about and purchase the “I Wear No Pants” track and more. The ad debut will also include a khaki pant giveaway promotion that can be entered immediately via consumer mobile devices with the Shazam® technology. The commercial continues through 2010 on a variety of shows and networks including NBA on TNT, FX, Comedy Central and the Discovery Channel and will also air online immediately following the Super Bowl debut. The khaki give away runs from February 7 – 15, 2010.

Focus on the Family will broadcast the first Super Bowl ad in its history Feb. 7 during CBS Sports’ coverage of the game at Dolphin Stadium in South Florida.

The 30-second spot from the international family-help organization will feature college football star Tim Tebow and his mother, Pam. They will share a personal story centered on the theme of “Celebrate Family, Celebrate Life.”

“Tim and Pam share our respect for life and our passion for helping families thrive,” said Jim Daly, president and CEO of Focus on the Family, “They live what we see every day – that the desire for family closeness is written on the hearts of every generation. Focus on the Family is about nurturing that desire and strengthening families by empowering them with the tools they need to live lives rooted in morals and values.”

The Tebows said they agreed to appear in the commercial because the issue of life is one they feel very strongly about.

Daly chuckled at some of the “will-they-or-won’t-they?” speculation in the media about whether Focus would indeed create a Super Bowl ad. Daly added that all the funds to air the ad came from a handful of “very generous and committed friends” who donated specifically to support the project. No money from the ministry’s general fund was used.

“Now that the ad has been shot, we’re excited to tell people it’s coming, because the Tebows’ story is such an important one for our culture to hear,” he said. “You won’t want to miss it.”

Boost Mobile has drafted some of the 1985 Chicago Bears to star in its first Super Bowl commercial as the prepaid-wireless company tries to raise its brand awareness in an increasingly competitive market.

The company, which lets customers pay in advance for wireless service instead of signing a contract, is putting finishing touches on its ad. The ad shows former football players including Jim McMahon, Willie Gault and Mike Singletary re-creating their famous “Super Bowl Shuffle” rap song and video.

The original video was created by the Bears in 1985, just before they won Super Bowl XX. That film showed the teammates dancing to lyrics that included “We don’t mean to cause no trouble, we’re just doin’ the Super Bowl Shuffle.”

kgb, creator of America’s most successful text answer service, 542542 (kgbkgb), announced today that it will run its first-ever Super Bowl ad during the Big Game on February 7th. kgb, which launched its text answering service in the US just a year ago, will run a 30-second spot during the third quarter of Super Bowl XLIV. More details about the commercial will be released next week.

kgb’s Super Bowl spot was created by ad agency The Brooklyn Brothers in New York City and produced by House of Usher Films in Santa Monica, California. The ad will highlight kgb’s 542542 text answer service as a better way to get quick, precise information by texting questions to live kgb “Special Agents” instead of having to sift through mountains of results that a search engine typically returns when asked a specific question.

truTV will be part of the ad lineup for CBS’s broadcast of the Super Bowl. truTV’s first Super Bowl ad will feature one of the NFL’s most popular players, Troy Polamalu of the Pittsburgh Steelers.

The network’s Super Bowl spot will highlight an addition to truTV’s lineup: NFL FULL CONTACT, a behind-the-scenes look at professional football. The ad is scheduled to appear in the second quarter of the game, prior to the two-minute warning.

truTV’s Super Bowl spot is being created by Grey, a renowned New York agency. Grey’s recent Super Bowl work includes iconic spots for ETrade.

NEW YORK–(BUSINESS WIRE)

The escalating chatter surrounding Super Bowl XLIV is not just about the teams competing for the 2010 championship. The TV commercials that will appear during the game are also the subject of discussion and speculation. And participating advertisers will once again be confronted with the difficult question of whether the Super Bowl is a smart marketing investment or a wasted use of the budget.

TNS Media Intelligence has again combed through its extensive database to report on the past 20 years of Super Bowl advertising. From 1990 thru 2009, the Super Bowl game has generated $2.17 billion of network sales from a total of 210 different advertisers and more than 1,400 commercial messages.

“The Super Bowl remains a singular event for engaging the broadest number of consumers at one time,” said Mark Nesbitt, President, TNS Media Intelligence. “Because it is viewed live and experienced by a majority of the country at the same time, a commercial presence on the broadcast has great significance and impact for a brand, making each not so much a brand message as a brand event. It is why a presence on the broadcast lends itself so effectively to an integrated marketing effort.”

“As an advertising event, the Super Bowl has evolved beyond a vehicle for presenting expensive, stand-alone commercial spots that seek to entertain viewers and generate awareness,” said Jon Swallen, SVP Research for TNS Media Intelligence. “Increasingly, in-game spots are being supplemented by elaborate integrated communications programs that attempt to drive traffic online or in-store, generate positive social media discussion, incorporate public relations effort and ultimately achieve a strong ROI.”

Despite decline, ads remain the most expensive on television

msnbc.msn.com

The economic slump has prices for Super Bowl commercial time falling for only the second time in its history, but they are still the most expensive on television.

TNS Media Intelligence said Monday that 30-second commercials during next month’s Super Bowl on CBS are selling for between $2.5 million and $2.8 million. That’s a drop from last year, when ads averaged $3 million on NBC.

Some big players like Pepsi and General Motors are staying on the sidelines. This leaves holes for smaller companies like Diamond Foods and Dr Pepper Snapple to use the Super Bowl to get their wares in front of 100 million viewers who are practically guaranteed to watch their ads.

http://www.msnbc.msn.com/id/6859306/
Advertisers say they’ll tone it down, but few offer any specifics
The Associated Press
NEW YORK – As in years past, many Super Bowl advertisers are guarding the secrecy of their 30-second spots with the zeal of a Kremlin intelligence operative. Even so, one thing seems certain: Gas-passing horses, crotch-biting [...]

(Newstream) — E*TRADE is back for Super Bowl XXXV in a big way-and is capitalizing on some “star power” from last year. The E*TRADE “Monkey” will be back for Super Bowl XXXV, this time with an important new message.
E*TRADE will be returning to the Super Bowl for the second straight year with [...]

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