Procter and Gamble’s ‘Downy Unstopables’ will be featured in the fabric softener brand’s very first advertisement on Super Bowl Sunday, airing during the pre-game show Sunday, February 5th between 5:30 pm and 6:00 pm on NBC. Downy is choosing to shake up Super Bowl Sunday by recapturing the magic of the past and freshening up one of the game’s most memorable commercials– Coca Cola’s 1980 advertisement featuring the legendary “Mean” Joe Greene of the Pittsburgh Steelers. Downy will also be entertaining viewers during the game by launching a special “Touch Downy” giveaway, which will capitalize on the excitement that ensues when a team scores a touchdown. Downy will be giving away surprises on the brand’s Twitter account every time either team takes it into the end zone for a touchdown.
This time around Greene joins feisty actress and author Amy Sedaris, who has been featured in previous commercials for the product, to bring a more playful feel to the ad. In the spot, Amy hands him a bottle of Downy Unstopables with a childlike innocence, similar to the boy originally paired with Joe 33 years ago. Her offer is meant to be a fresh solution after a long game, when Downy Unstopables, an in-wash scent booster that contains four times the perfume ingredients as regular Downy liquid fabric softener, can really come in handy.
“When Downy approached me about recreating Coca Cola’s Super Bowl commercial from 1980, it didn’t take much to convince me,” said Joe Greene. “I loved the idea of allowing fans to re-live such a classic television moment in a completely new and entertaining way.”
The exciting ad will be pre-seeded through iMedia, as well as a re-branding of the YouTube channel (http://www.youtube.com/downy) featuring Joe Greene. Consumers can participate in the “Touch Downy” giveaway on the Downy Twitter page (http://www.twitter.com/downy) using the hashtag #TouchDowny. Each time a team scores a touchdown, consumers who tweet the hashtag at the Downy Twitter account (@Downy) will receive Downy products and Unstopable Fan packages.
The Best Buy Super Bowl commercial, airing in the first quarter of the Feb. 5 game, will spotlight inventors such as Philippe Kahn, who developed one of the first camera phones. Another is Kevin Systrom, who developed a free photo-sharing application called Instagram introduced on Apple’s app store in 2010.
“They may not be at the same level as Steve Jobs, but they created some amazing stuff,” said Best Buy’s U.S. marketing chief, Drew Panayiotou.
Trading in big names like Bieber and Osbourne for unknowns is a risk, he said.
“Big brands like to hire celebrities,” Panayiotou, 44, said by telephone Jan. 27. “We looked at everyone from George Clooney to Stephen Colbert. We believe the inventors are more than enough. I give those 125 million viewers a lot of credit. I think they’ll appreciate the story.”
The commercial will air during the third national commercial break of the matchup between the New York Giants and the New England Patriots in Indianapolis. It’s appearing in the same break as commercials for Anheuser Busch InBev, the maker of Budweiser beer, and Mars Inc., which plans to introduce a M&M candy character named Ms. Brown, according to its website.
Best Buy’s commercial isn’t “intended to be funny,” said Mike Vitelli, an Best Buy executive vice president. “It’s a statement that these people are inventing technology and what we’re inventing is a way to bring that technology to you and make it easy for you.”
Here it is—the highly anticipated follow-up to Volkswagen’s 2011 Super Bowl sensation, “The Force.” And this year’s installment is … kinda odd. (This is the 75-second extended version; the actual spot on Sunday will be cut down to a :60.) Called “The Dog Strikes Back,”
In this extended version of the 2012 Super Bowl commercial, the sporty, all-new 2012 Volkswagen Beetle inspires Bolt the dog to get in shape, and an intergalactic superstar makes a surprise appearance.
You don’t have to wait for Sunday to see Lexus’ first ever Super Bowl ad its entirety as the Japanese brand has just unleashed “The Beast”, which is the name of the commercial featuring the 2013 GS saloon.
The 30-second long spot, which will run at the end of the first quarter of Super Bowl XLVI, shows the new executive model breaking free from a metal container. If you look at the back, you’ll see four more boxes which Lexus says represent the additional new models it plans to reveal later this year.
The Dannon Company released the first-ever Super Bowl commercial for yogurt, called “The Tease,” on the Dannon® Oikos® Facebook and YouTube pages in advance of Super Bowl XLVI. The ad will be broadcast during the third quarter of the game.
Opposite John Stamos in the ad is actress Jessica Blackmore and the two are engaged in what becomes a memorable battle for the great taste of Dannon Oikos. The ad begins with Blackmore enjoying Dannon Oikos in a kitchen when Stamos enters. Blackmore offers him a spoonful, and what starts off as a playful tease ends with Blackmore showing just how far she’ll go for her Dannon Oikos.
The ad was directed by Remy Neymarc, possibly the youngest professional director in the history of the Super Bowl.
In the days following the Super Bowl, the company will continue to surprise its fans on Facebook and YouTube with a video of previously unseen casting footage. Check the Dannon Oikos Facebook and YouTube pages on the day of the Super Bowl to learn more and get a printable coupon to enjoy the great taste of Dannon Oikos.
Audi will air its upcoming :60 Super Bowl TV spot during “vampire hours” beginning this week. Viewers can catch the commercial – which puts Audi signature LEDs up against the iconic vampires – between midnight and 3 a.m. on select Cable Networks.
The cinematic spot features the new 2013 Audi S7 and the brand’s signature LED headlight technology. In the ad, a group of vampire party-goers come face to face with Audi signature LEDs. At 5,500 Kelvin – the closest recreation of daylight available – Audi LEDs are the clear winner, zapping the vampires and putting an end to the ubiquitous pop culture icon.
The advertisement will also feature a Twitter hashtag – #SoLongVampires – for fans to engage with post-game. In 2011, Audi became the first brand to feature a hashtag in its Super Bowl spot.
The spot features the song “The Killing Moon” by Echo & The Bunnymen and was created by San Francisco-based Venables Bell & Partners.
Jerry Seinfeld is so excited about the new Acura NSX that he will stop at nothing to acquire the very first one. Check out the extended version of Acura’s big game commercial. See what else Jerry would do for the first new NSX at www.acura.com.
Acura, for the first time, will run a commercial during the Super Bowl championship game to capitalize on communicating with the more than 100 million viewers. Designed to strengthen Acura brand awareness and leverage Acura’s announcement in Detroit at the North American International Auto Show earlier this month, a 60-second commercial featuring the iconic talent of Jerry Seinfeld and Jay Leno coupled with the highly anticipated NSX supercar concept will air during the third quarter.
This commercial, “Transactions,” depicts the over-the-top antics of two actual top car collectors, Jerry Seinfeld and Jay Leno, in an unrelenting bid to be the first in line to take delivery on the first Acura NSX.
“The goal is to present a commercial that not only clearly positions the NSX as the ultimate ‘must have’ sports car, but does it in a way that is memorable, entertaining and aligned with Acura’s brand position,” said John Hage, EVP/executive creative director at rp&, Acura’s advertising agency of record.
The 2013 Cadillac ATS targets the BMW 3 Series and shows off at the Nürburgring’s Green Hell in a 2012 Super Bowl commercial previewed on Monday. Unlike many auto advertisers, which are using sex, humor and potty talk, Cadillac said it is making a “straight pitch” to consumers with the ATS ad.
“The ad showcases what will make ATS a serious new challenger against the world’s best compact luxury cars,” said Joel Ewanick, GM’s global chief marketing officer in a statement. “It’s an opportunity to reach a big audience with the message that Cadillac is expanding into new territory.”
The Cadillac ATS ad says the car “was built from the ground up to take on the BMW 3 Series.”
“If anyone tells you that Cadillac can’t beat the world’s best, just tell them to go to Green Hell and see for themselves,” it adds.
Pepsi MAX, the official soft drink of the NFL, today announced that it will debut a new 30-second spot during the Super Bowl and be part of multiple activities during Super Bowl week in Indianapolis.
The Pepsi MAX commercial entitled “Check-Out” is the newest edition to the brand’s playful Cola Wars campaign. The spot depicts a Coke Zero driver deliveryman attempting to discreetly purchase a bottle of Pepsi MAX at the supermarket when he unexpectedly becomes the grand prize winner of “Pepsi MAX for Life.” As a surprise “on the spot” reporter, Regis Philbin appears to get the embarrassed driver’s thoughts on his big win. This role marks Philbin’s first television project since leaving Regis & Kelly.
A brand known for featuring great music as part of its Super Bowl ads, Pepsi MAX tapped Sugarland’s Jennifer Nettles to record a renowned country ballad to accompany the spot.
“The ‘Check-Out’ ad was developed to extend the legendary cola wars through a humorous scenario,” said Amy Wirtanen, Senior Director, Pepsi Marketing. “The brand has a history of producing star-studded Super Bowl ads, and as one of the most iconic personalities to ever appear on television, Regis Philbin with his witty sense of humor was a funny highlight for this commercial.”
Award-winning actor Matthew Broderick is playing himself in a grown-up version of his celebrated role of Ferris Bueller to promote the all-new 2012 Honda CR-V in a new Super Bowl commercial to air at the start of the fourth quarter. Here is the extended version.
Hyundai Tackles Big Game with Five Spots Spanning Pre-game, Pre-kick and In-game Ads
Hyundai, in its fifth consecutive year as a Super Bowl advertiser, will launch five total game-day ads on February 5, including two pre-game spots, one in the highly rated pre-kick time slot and two ads slated for in-game air time. The general theme of the day focuses on elements that drive the Hyundai brand and culture, with the two in-game ads highlighting performance characteristics – bolstering a brand attribute that Hyundai doesn’t often emphasize. The campaign features interactive and digital content throughout, including outtakes, online extensions and social media engagement to extend the reach of the program. Creative was developed by Hyundai’s agency of record, Innocean Worldwide Americas.
“Cheetah,” a 30-second spot slated for the first quarter, features a caged cheetah set to race a new 201-horsepower Veloster Turbo on a long stretch of open road. The car launches and the cage opens, but just a few yards into the race, the cat realizes he’s met his match as the car speeds ahead. The competitive cheetah then takes his frustration out on his handler. View the spot here:
“Think Fast,” a 30-second spot slated for the fourth quarter of the game, introduces a character that will star in Hyundai’s social media efforts named Bob. In this vignette, a young professional is driving his boss, Bob, a seasoned business pro, in his Genesis Coupe R-Spec. Bob is about to deliver a pearl of wisdom when he falls unconscious. The young driver hits the brakes hard, then throws his Genesis Coupe into drive repeatedly, generating enough force to revive Bob, at which time he delivers his piece of advice unphased by his apparent health scare. View the spot here:
The audience can see more of “Bob’s High-Powered Business Tips” by visiting Hyundai’s YouTube Channel (www.YouTube.com/Hyundai).
“In developing this year’s in-game creative, we recognized the brand has built a strong reputation for great value, fuel economy, warranty, safety and quality – all the rational attributes for buying a vehicle. Typically, Hyundai hasn’t been top-of-mind with shoppers looking for performance and modern design – attributes that inspire an emotional connection,” said Steve, Shannon, vice president of Marketing, Hyundai Motor America. “However, the just-announced Veloster Turbo and restyled Genesis Coupe R-Spec supply the lineup with plenty of performance credentials for a youthful audience looking to complement great design and features with cars that are fun to drive.”
Hyundai’s Super Bowl commitment includes the coveted pre-kick time slot, literally seconds before the game begins. Hyundai has developed a very important 60-second spot which truly highlights Hyundai’s motivation to succeed. The spot, titled “All For One,” reveals what drives Hyundai and its employees to relentlessly pursue making the best products possible.
Hyundai’s founding chairman, Chung Ju-Yung, inspired this ad with his regular response when told challenges were too great to overcome. He simply asked: “Have you tried?” Inspired by the words of determination and encouragement, the spot captures the spirit that drives Hyundai. Against the backdrop of an iconic, internationally recognized song (“Gonna Fly Now” from the movie “Rocky” written by Bill Conti, Carol Connors and Ayn Robbins), Hyundai team members hum and sing along, demonstrating teamwork and encouragement when a co-worker needs a little support.
The ad features almost 200 actual Hyundai team members, trained by a vocal coach, and was filmed at Hyundai Motor Manufacturing Alabama, in Montgomery, Ala., which produces more than 300,000 Sonata and Elantra sedans each year.
Finally, to round out the game-day lineup, Hyundai will celebrate its 2012 North American Car of the Year victory for Elantra with a new 30-second spot called “Victory Lap.” The Elantra earned the prestigious award from a jury of 50 independent automotive media in early January. “Faster Acting” showcases the new 429-horsepower Genesis R-Spec sedan and furthers the theme of performance which bridges the pre-game spots with the in-game ads.
Hyundai (Cheetah & Think Fast)
Producer: Jen Weinberg
CD: Robert Prins, Max Godsil, & Eric Spinger
Editorial Company: Cut + Run
Editor: Steve Gandolfi
Production Company: Rattling Stick
Director: Daniel Kleinman
H&M revealed the company’s marketing plans, and new Super bowl XLVI commercial for the David Beckham Bodywear collection, starring David Beckham.
The seductive black and white commercial is a visual ode to David Beckham and the new bodywear collection. Set to the song “Don’t Let Me Be Misunderstood” by The Animals, the 30-second spot features images of Beckham modeling the collection and captures the energy, playfulness and style of the H&M brand. The camera angles range from close-ups to 360 degree views of Beckham sporting various pieces from the new line including the briefs ($12.95) and trunks ($14.95).
The ad, which will air during the 2nd quarter of the Super Bowl, was shot in Hollywood earlier in the year.
“I’m excited about my bodywear ad featuring in this year’s Super Bowl,” says David Beckham. “My design team and I spent 18 months developing the collection, it’s been a fantastic collaborative experience, and I’m very happy with the end result. Like every fan, I’m looking forward to Super Bowl Sunday.”
“We’re thrilled about David starring in our Super Bowl spot, which kicks-off the North American launch of the global David Beckham Bodywear collection,” says Steve Lubomski, Director of Marketing for H&M North America. “We’ll reach a significant number of our consumer base during the Super Bowl, and we’ll continue the momentum with a 360 degree marketing campaign that includes social media, national advertising, PR and consumer engagement.”
The introduction of the new bodywear line will be supported by an integrated marketing effort with a mix of TV, national and local print, interactive/web and out-of-home advertising. In addition, H&M secured a large space in NYC on 8th Avenue & 34th Street to create intrigue and anticipation leading up to the big game. A full body-length image of David Beckham modeling the new trunks will be hand-painted over a period of two weeks and completed by Super Bowl weekend. The process will be captured on video and shared as a time-lapse piece on www.YouTube.com/hm.
Toyota Motor Sales, U.S.A., Inc. announced the premiere of the extended version of its Super Bowl XLVI commercial. The spot takes a cue from the marketing campaign promoting the striking reinvention of the 2012 Camry, America’s best-selling car for 10 consecutive years. The television premiere of the 30-second version on Sunday, February 5th, will mark the brand’s return to Super Bowl advertising for the first time in three years.
The ad provides a humorous take on potential day-to-day experiences and items that could have been reinvented, such as a baby that never requires a diaper change, the Department of Motor Vehicles as an enjoyable place of fun and smiles, and house plants that defend against intruders by fighting crime. The premise of the spot is that good things are always better when reinvented; and in this case, they are also funnier.
“Reinvention is a powerful idea and one we took to heart when we redesigned America’s most popular car with the launch of the 2012 Camry and elevated it above the competition,” said Bill Fay, group vice president of marketing at Toyota Motor Sales, U.S.A., Inc. “The Super Bowl provides a forum to really drive home the reinvention message of the seventh-generation Camry, using humor to resonate with the American public.”
The commercial will be one of two 30-second spots Toyota will be airing during the internationally-viewed game. The ad, created by Toyota’s agency of record Saatchi & Saatchi LA, is slated to be broadcast during the third quarter of the game and is supported by an interactive social media extension that will kick-off following the commercial. Viewers will be encouraged to tweet with the #Reinvented hashtag about what they’d like to see reinvented and selected tweets will be responded to in real-time with a creative depiction of their idea.
Cars.com, the premiere online resource for buying and selling new and used vehicles is returning to the Big Game for the fifth consecutive year. With one 30-second commercial during the second quarter, the site will again be positioned alongside some of the most recognizable brands in the world.
“Advertising during the largest television event of the year has been a successful awareness-building strategy for us over the last four years,” said Mitch Golub, president of Cars.com. “We see this year’s commercial as another important investment in our brand, translating the enormous audience into new Cars.com customers and opportunities for our advertisers.”
Cars.com will add to its ‘Confidence’ campaign with one 30-second spot in the second quarter, focusing on the site’s significant resources available to car shoppers to help them choose the perfect car at the perfect price – including expert and consumer vehicle reviews, consumer dealer reviews, comparison tools and pricing guides.
Cars.com takes you inside the showroom of a dealership where a knowledgeable car shopper is talking to a friendly dealer. Thanks to Cars.com and a thorough side-by-side comparison, this is no ordinary visit. As they’re chatting, the car shopper’s inner confidence is unleashed from his neck and shoulder in the form of smooth Disco-singing head. “Baby, I want that car!”
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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.