It starts out with a slightly insecure teenager is unhappy about going to the Senior Prom without a date, but confident, since he’s driving his father’s new 2013 Audi S6 high-performance sport sedan. Once he’s arrived at the Prom he’s a changed young man, he brazenly takes the principal’s parking spot. At the dance, he boldly kisses the prom queen and is confronted by the prom king.
What happens next is up to consumers. Viewers will have 24 hours to vote on one of the three possible endings. The final ad will appear on Audi’s YouTube channel this Saturday, as well as during the game on CBS.
The 1st of three alternate endings to the 2013 Audi Super Bowl commercial “Worth It”
The 2nd of three alternate endings to the 2013 Audi Super Bowl commercial “Buddies”
The 3rd of three alternate endings to the 2013 Audi Super Bowl commercial “Tradition”
Volkswagen and reggae legend Jimmy Cliff join together to infuse much-needed positivity and good vibes into a world that’s become awash with freak-outs, meltdowns, and temper tantrums over just about anything. It’s time to get happy. 2.3.13.
Join the conversation using #GetHappy and visit vw.com to download this exclusive track
In its sixth consecutive year as a Super Bowl advertiser, Hyundai tackles the Big Game action with five game-day ads, including four all-new spots. Two of the new ads are slotted for the pre-game show and two are scheduled to air in-game. With clever interpretations of real life moments that position a Hyundai vehicle as the ultimate sidekick and partner-in-fun, Hyundai aims to take a tongue-in-cheek approach to Super Bowl advertising. The spots use humor to highlight vehicle performance and function in a fun and memorable way. Creative was developed by Hyundai’s agency of record, INNOCEAN USA.
Headlining the Super Bowl advertising blitz is Hyundai’s 60-second pre-kick spot titled “Epic PlayDate.” Inspired and made possible by the all-new seven-passenger Santa Fe, the ad takes viewers on an unforgettable and epic play date with the Santa Fe as a key player, packing in fun for the whole family. The ad features a cameo and soundtrack of a brand new track written exclusively for Hyundai by a legendary alternative rock band.
“Team,” a 30-second in-game spot running in the first quarter, is a pint-sized ode to the action movie genre. A unique twist on a classic ‘tables turned’ tale, we follow a young boy as he recruits his own dream team to take on the neighborhood troublemakers. The all-new seven-passenger Santa Fe once again takes an active role helping the young boy and his mom gather a team to step up to the challenge.
“Stuck,” a 30-second in-game spot running in the second quarter, takes viewers on a classic American road trip. In a tale told with observational humor and a little bit of empathy, viewers are taken on a journey through the eyes of a young couple as they encounter and get “stuck” behind some unexpected things on the road. But through it all, the Sonata Turbo allows them to dodge and quickly pass the obstacles with ease.
The fourth 30-second spot, “Excited,” airs during the pre-game show with a voiceover any true sports driving enthusiast will recognize. The commercial features a 429-horsepower, 8-speed Genesis R-Spec racing around a track as the dramatic play-by-play is voiced by the eminently passionate sportscaster, Gus Johnson.
“Cars have become more than just a means of transportation – they can play an active role in empowering us throughout our everyday adventures, large and small,” said Steve, Shannon, vice president of Marketing, Hyundai Motor America. “This year we developed a creative campaign that demonstrates the many ways that Hyundai is ‘there for you’ as a true partner-in-fun. Whether it’s swiftly and safely maneuvering the unforgiving road in a Sonata Turbo or piling everyone in the Santa Fe for the ultimate play date, Hyundai is the perfect companion throughout all life’s experiences.”
The fifth and final spot “Don’t Tell”, which cleverly celebrates quality family time with Mom and Dad, will air during the pre-game show.
The all-new Santa Fe is the most valuable player this year, starring in three of the five Super Bowl advertisements. Santa Fe delivers Hyundai’s recipe of bold design, high-output powertrains with Gasoline Direct Injection (GDI) and a host of features to please drivers and passengers with high expectations for functionality, versatility and comfort.
“The creative for this year’s Super Bowl is the most innovative work we have created for Hyundai to date,” said Greg Braun, executive creative director at INNOCEAN USA. “Hyundai connects with consumers by continuously being culturally relevant, and these new spots are a clear expression of that notion. Our Super Bowl campaign as a whole is meant to tell fun, relatable stories that depict our heroes – the people who drive our cars – and ultimately relay the message that Hyundai vehicles enable and inspire them to participate in the fun moments in life.”
Hyundai is also leveraging various social media channels to add an interactive element to the campaign that will drive additional anticipation and awareness for the Super Bowl spots. Using the social power of Facebook, Hyundai offers viewers an entertaining dual-screen experience that really allows them to get in the game.
Catrinel Menghia returns in one of a handful of new Fiat commercials that CMO Olivier Francois showed at the Los Angeles Auto Show as potential spots that the brand will show during its Super Bowl commitment.
The new seductive spot starring Menghia is on behalf of a new convertible Fiat 500 Abarth Cabrio. It depicts a scorpion making its way up the back of the bikini-clad model and then using its pincers to make a strategic snip. “Small, wicked … and now topless,” the ad says.
Here are the other spots that are being considered to air during Super Bowl XLVII
Coca-Cola is asking viewers to cheer for three very different groups in an interactive marketing blitz during the big game: a troupe of showgirls, a band of cowboys and a biker-style gang of “badlanders” — all on a quest for a thirst-quenching Coke in a desert.
The campaign, which will include TV spots as well as a Web site and interaction with consumers on social media sites like Twitter and Instagram, is the world’s largest beverage maker’s latest attempt to capture interest of people who watch the Big Game with a second screen such as a tablet or smartphone nearby.
“The second screen is a huge deal for us,” said Stuart Kronauge, president of sparkling beverages. “It doesn’t matter where consumers are, be it TV, mobile or tablet, we need to be there.”
To engage the more than 100 million viewers who tune into the Super Bowl every year (last year, 111 million watched the game, according to Nielsen), The Coca-Cola Co. decided to create its own game.
The cinematic 30-second TV ad created by longtime agency Wieden + Kennedy in Portland, Ore., which will run on network TV and on Youtube.com beginning Tuesday, sets up the game’s premise. Three random groups, a troupe of show girls in a pink bus, a group of cowboys, and a gang of so-called “badlanders” on motorcycles and ATVs wearing leather attire, are all in the middle of the desert. They race toward what looks to be a giant Coca-Cola, but it turns out to be a wooden sign that indicates the Coke is 50 miles away.
“Vote now to decide who wins. Cokechase.com,” copy reads.
Beginning Wednesday through the end of the Super Bowl, which airs Feb. 3 on CBS, users can vote online or send a tweet to choose their favorite group, and try to sabatoge other groups. The winner, tallied in real time, will be shown in an ad immediately following the final whistle of the Super Bowl.
New MiO Fit will change the world of sports drinks with its launch during Super Bowl XLVII. This game-changing, electrolyte-enhanced extension of MiO liquid water enhancer will debut a new, 30-second commercial during the big game to tell Americans they have the power to turn their water into a zero-calorie personalized sports drink.
“With countless millions watching the big game, we couldn’t think of a better and more relevant way to introduce MiO Fit,” said Doug Weekes, VP Refreshment Beverages for Kraft. “This new line of MiO introduces a world of change for sports drinks and we are so proud to debut it with our MiO Fit “Anthem” commercial during Super Bowl XLVII.”
The comical spot features actor and comedian Tracy Morgan who takes a humorous look at all the other things that we have changed in America, beyond just sports drinks. The advertisement was created by TAXI New York and directed by Martin Granger.
The campaign will include strong digital and social media, public relations, sampling, and consumer incentives starting the week before the game and extending through March
To learn more about MiO Fit and MiO liquid water enhancer, visit www.makeitmio.com or follow on Facebook (www.facebook.com/mio) and Twitter (www.twitter.com/makeitmio).
Peyton Manning figured one good Papa deserved another.
Manning’s father, Archie, is joining his son as a Papa John’s pitchman, spearheading the pizza chain’s coin-flip promotion at the Super Bowl in the family’s hometown of New Orleans.
While he was sitting out last season with his neck injury, Peyton Manning starred in a Papa John’s Super Bowl commercial with Jerome Bettis. Manning was dressed up as a referee. “Hey, a man’s gotta work, OK” he told Bettis.
After signing with the Broncos, Peyton Manning invested in 21 of the company’s pizza stores in the Denver area. More recently, Papa John’s approached Archie about being a spokesman for the Super Bowl promotion. Starting Sunday, fans can go online and choose heads or tails for the opening coin toss. The winners will get free pizza.
The Taco Bell :60 second Live Mas spot is titled “Viva Young” and is scheduled to debut during the third quarter of the game on 2/3. In the spot, main character, 87 year-old Bernie Goldblatt, along with his friends, will take viewers on an unforgettable night depicting that anyone at any age can Live Mas. The commercial will be set to the music of Taco Bell Feed the Beat artist and six-time Grammy Award nominee fun’s “We Are Young,” which will be sung in Spanish.
“Our hope is that our consumers will see themselves in this ad. They tell us that Taco Bell is about memories and experiences, and things they like to share with their friends,” said Brian Niccol, Chief Marketing & Innovation Officer, Taco Bell. “We believe that advertising on the world biggest stage, the Super Bowl, was the ideal way to share these experiences with our fans, while also providing further context into the mindset of Taco Bell and what it means to Live Mas.”
Taco Bell fans and consumers can also find out more about “Goldblatt” through the online entitled “Grandpa Goes Wild.” The teaser shows Goldblatt sneaking his suped-up motorized scooter into a football stadium to let loose, do some tricks like making “donuts” on the field, knocking over water coolers, yardage signs and a tackling dummy, all while escaping from security. The teaser gives consumers a deeper look into the Live Mas personality of the Taco Bell’s Super Bowl spot’s main character.
AXE wants to give fans a chance to experience an adventure unlike any other. In the biggest product launch in its 30-year history, AXE is asking guys and girls from 60 countries in 45 languages around the globe to sign up for the A.A.S.A by creating an astronaut profile on AXEApollo.com and telling the world why they deserve to go to space. Top-voted candidates will qualify for a challenge in their local country (excluding U.S.), with the ultimate candidates winning a place in the final stage at the AXE Global Space Camp in Orlando, Florida, where the final 22 space travelers will be selected based on competitive space-simulation challenges.
For those in the U.S. only, between the dates of Jan. 9-Feb. 3 – to celebrate the first-ever Super Bowl commercial from the Axe Brand – visitors to AXEApollo.com will have a special chance to enter for a chance to win* a bonus ticket to space, skipping the local challenges and space camp. After Feb. 3, U.S. fans will still have the opportunity to join A.A.S.A. and enroll for a chance to be randomly selected to go to space camp and space alongside their peers from around the globe.
“Space travel for everyone is the next frontier in the human experience,” said Buzz Aldrin, legendary astronaut and pilot of the historic Apollo 11 spacecraft that landed on the moon in 1969. “I’m thrilled that AXE is giving the young people of today such an extraordinary opportunity to experience some of what I’ve encountered in space.”
As it prepares to run a Super Bowl ad for the fourth straight year, Mars is taking what you might call an old fashioned approach. Rather than releasing its 30-second M&Ms spot early to create some buzz — as has been the trend of late — the candy maker still believes in the power of what top North American marketer Roy Benin calls the “anticipation bubble.”
“We are continuing with what we call our surprise-and-delight approach,” said Mr. Benin, the chief consumer officer for Mars Chocolate North America. “There’s that first-time, premier reveal [in game] that we believe is compelling.”
Indeed, Mars declined to discuss even basic elements of the ad – and has no plans to do so — unlike some other marketers, which seek free publicity by touting ads in mainstream media. What’s known is that the ad is by BBDO, New York and will run in the first quarter. Mr. Benin told Ad Age that the spot will be part of a new campaign debuting next week that uses a new tagline “Better With M,” which replaces old line — “not your average chocolate.”
Mars in recent years has been known to struggle with the decision over plugging its Snickers brand or M&Ms in the Super Bowl. Snickers appeared in 2010 and 2011, before M&Ms made its third Super Bowl appearance last year, following ads in 2000 and 2002.
The first TV spot [below] is called “devour” and will debut next week on broadcast and cable TV networks. The ad shows the familiar byplay between the characters and humans with Ms. Brown setting up Red with a hot and hungry, sexy red head.
Anheuser-Busch will debut four-and-a-half minutes of new ad creative during CBS’s broadcast of Super Bowl XLVII on Sunday, Feb. 3. Super Bowl icons Bud Light and Budweiser will share the spotlight in this year’s game with Anheuser-Busch’s two newest brands, Budweiser Black Crown and Beck’s Sapphire, both of which will be making their national television debut.
Bud Light, the official beer sponsor of the NFL, will premiere two 60-second ads, “Journey” and “Lucky Chair.” The ads are the culmination of the brand’s successful “Superstitious” campaign, which portrays the traditions and rituals NFL fans employ to help their teams win. Both ads are set in New Orleans, tying the creative closely to the Super Bowl. The creative agency for these spots is Translation.
The iconic Budweiser Clydesdales will also appear in a new 60-second spot, “Brotherhood,” which chronicles the bond a Clydesdale foal shares with his trainer. Partially shot at Warm Springs Ranch, a 300-plus acre farm near Boonville, Mo., home to many of the Clydesdales, “Brotherhood” will take the Clydesdales advertising into new territory by providing a new level of access to their early years.
With two thirty-second ads – “Coronation” and “Celebration” – Budweiser Black Crown is poised to make a big splash during this year’s game. In fact, Budweiser Black Crown has secured the coveted A1 position for “Coronation,” ensuring it will be the first commercial to air following kickoff. Two fifteen-second teasers for Budweiser Black Crown will air during the NFC and AFC Championship games on Jan. 20, one day before the brand hits shelves nationwide. Anomaly is the creative agency for Budweiser and Budweiser Black Crown’s ads.
Beck’s Sapphire, which debuted on New Year’s Eve, will also make its Super Bowl advertising debut with a new thirty-second ad, “Serenade.” The ad celebrates Beck’s Sapphire’s sleek, one-of-a-kind black bottle, and features a surprise admirer that is mesmerized by its beauty. The creative agency for Beck’s Sapphire’s ad is Mother.
“The Super Bowl is an unbeatable platform for us to launch our new brands, Budweiser Black Crown and Beck’s Sapphire, and continue building on the long-standing success of Bud Light and Budweiser,” said Paul Chibe, vice president, U.S. marketing. “Not only does the game have the largest television audience of the year, but it’s an incredibly captive one because so many viewers tune in for the commercials.”
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Super Bowl XLVII Broadcast News
Thirty-second spots during Super Bowl XLVII were sold for an average of $3.8 million, with some as high as $4 million. (up .3 million from 2012)
The Super Bowl XLVII was broadcast on CBS from New Orleans on Feb. 3, 2013. The game was interrupted by a half an hour due to a blackout of the lights and partial power failure in an piece of equipment that was designed to prevent such a thing from occurring.
Beyonce headlined the Pepsi Super Bowl XLVII Halftime Show. It was a huge success and many believed she stole the show. She was joined onstage for a reunion with members of Destiny's Child. The weeks earlier she was under fire after admittedly lip-syncing the National Anthem during President Obama's Inauguration.
Fourteen-time Grammy-award winning singer-songwriter Alicia Keys performed the longest version ever of National Anthem on the piano. Also before the game, Jennifer Hudson performed "America the Beautiful" with the 26-member Sandy Hook Elementary School chorus.
Neilsen Ratings 2013
According to results from The Nielsen Company, the broadcast of Super Bowl XLVII on CBS had an average audience of 108.4 million viewers, which fell short of last year’s Super Bowl, which was the most watched television program of all time. The game had a 48.1 rating with a 71 share in the 56 major markets, meaning that 48.1 percent of the nation’s TV households were tuned to the game at any moment and 71 percent of sets in use at any given time were tuned to the Super Bowl.
CBS Sports’ live stream of Super Bowl XLVII, will provide fans with an unparalleled companion experience to the broadcast of the Super Bowl. The second-screen offerings are designed to deliver the richest game experience ever available to viewers through a host of unique and interactive online and social features, complementing the CBS Television Network’s exclusive broadcast of the game on Sunday, February 3.
Read more about the exclusive Streaming experience here.