PepsiCos Doritos and Pepsi MAX Turn Over Unprecedented Six Super Bowl Ads to Consumers With $5 Million on the Line for Top-Ranking Spots. PLANO, Texas, and NEW YORK, Sept. 15 /PRNewswire/ — Marking the fifth anniversary of the groundbreaking contest that changed the Super Bowl advertising landscape, the Doritos brand today launched the biggest, most unexpected Crash the Super Bowl…
Images shown during the Super Bowl of people playing basketball have landed Hyundai in a different type of court after Louis Vuitton didn’t think the ad was so super. Luxury goods maker Louis Vuitton is accusing Hyundai of violating its trademark in one of the car company’s Super Bowl advertisements promoting the Montgomery-made Sonata. The lawsuit, reported by Reuters news…
As the Official Pizza Sponsor of the NFL and Super Bowl XLIV, Papa John’s will be featured in the Super Bowl telecast for the first time in company history. Near the two-minute warning of the first half, Papa John’s Founder John Schnatter will be featured in a 30-second broadcast enhancement, customized and themed for Super Bowl XLIV, celebrating the people who make the NFL and Super Bowl XLIV great — the latest installment in the brand’s “Papa’s in the House” ad campaign.
Diamond Foods will be making a splash with its ad featuring the World’s Most Flamboyant dolphin trainer standing on top of a volcano in the middle of a marine theme park. The commercial begins with the trainer whipping the crowd into a frenzy screaming “Let’s Get Aquatic!” The ad ends with the phrase “Awesome + Awesome = Awesomer.” How this relates to popcorn and snack nuts will be revealed during the second half of the game.
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.”
Giant carrier pigeons terrorize a towering skyscraper. Justin Timberlake is thrown onto the street and dragged into traffic. One beer drinker torches a romantic dinner with his flame-throwing breather and another gets sucked into a jet engine.
What did the creators of this year’s Super Bowl commercials know about the fate that awaited the New England Patriots in Sunday’s Super Bowl?
Mayhem and destruction were overriding themes in the commercial barrage that was interrupted by long stretches of the Patriots spinning their wheels during the New York Giants’ 17-14 upset victory, tripping up New England’s quest for a 19-0 season at the final leg. Perfection is never the goal of these ads. Far from it. Shock value remains a popular objective, but try as these ads did, nothing plugging liquid refreshment, cars, tires or websites approached the edge-of-the-seat surprise that accompanied Eli Manning’s late touchdown pass to Plaxico Burress.
This was the eighth Super Bowl of the 21st century, but if you were only paying attention to the commercials, you might have thought it was the 1970s, ’80s or ’90s.
It wasn’t just older themes that played during the between-plays breaks in Super Bowl XLII, such as Budweiser’s Dalmatians and Clydesdales, which have been commercial stars during the big game for decades. Sunday’s Super Bowl ads also referred to Michael Jackson’s “Thriller,” the Andrea True disco song “More, More, More” and the “Saturday Night Live” skit that led to the 1998 movie “A Night at the Roxbury.” And that was just in the first half.
The New York Giants’ victory over the New England Patriots Sunday night was one of the biggest upsets in Super Bowl history, but the advertising effort during the big game was not quite as inspiring.
“We had a mixed bag of commercials this year. Some were really strong and some hard to follow,” said Tim Calkins, a clinical professor of marketing at Northwestern University’s Kellogg School of Management.
The 1973 Super Bowl has become a frequent point of reference this year because Super Bowl VII, played Jan. 14 at Memorial Coliseum in Los Angeles, was the game in which the Miami Dolphins became the first team in modern pro football history to finish a season undefeated.
Their 14-7 win over the Washington Redskins, despite placekicker Garo Yepremian throwing the worst pass in Super Bowl History, gave them a 17-0 record – the record being challenged Sunday by the New England Patriots, who would with a victory over the Giants finish 19-0.
But the 1973 Super Bowl also marked another historic milestone: the commercial that many feel planted the seed for what Super Bowl ads have become today.
While football fans everywhere are gathering essential game-day provisions, advertisers are preparing for the biggest media event of the year. With the writers’ strike digging into network ratings, this year’s Super Bowl is more important than ever, as it virtually guarantees advertisers a gargantuan audience – the prospect of which has once again compelled the big spenders to pony up an average of $2.7 million for 30 seconds of air time.
More than any previous year, Super Bowl XLII presents a huge opportunity for advertisers to get the most out of their TV campaigns by treating them as part of a bigger, integrated, cross-channel initiative.
Of the 90 million people who watched last year’s Super Bowl, nearly 18 million – almost 20% – went online to get more information about the ads. Considering that 80% of online sessions start at a search engine, it is crucially important to integrate TV ads into a broader search engine marketing campaign. We’ve monitored the best and worst advertiser performances over the past few years, and have ripped some pages out of our playbook for 2008’s big spenders:
A few weeks back, Under Armour shares were pummeled after the company announced advertising buys that would hamper earnings, including a commercial during Super Bowl XLII costing about $5 million. After last year’s game, Garmin received publicity for its Super Bowl spot — the wrong kind. Northwestern University’s Kellogg School named Garmin’s commercial (which cost $2.4 million to buy) the worst among scores of Super Bowl ads broadcast.
Despite all the hype about their creativity and an ability to reach television’s largest audience (93 million viewers) annually, Super Bowl commercials are risky ventures. Millions of dollars are dropped in less time than breaks between NFL plays, and the result may be viewers’ yawns and media pans. Which makes one wonder: Considering all the major sporting events during the year, isn’t there a better way for companies to spend their ad money?
The Super Bowl battle of beverages between PepsiCo (PEP) and Coca-Cola (KO) will feature ads for their growing non-carbonated drinks.
Coke will make its biggest appearance in recent years with three minutes of ad time that includes one with NBA star Shaquille O’Neal for Vitaminwater. Pepsi’s lineup will include promotion for a low-calorie Gatorade called G2, featuring New York Yankee Derek Jeter. Pepsi also is expected to run ads for energy drink Amp and SoBe LifeWater.
Another dispute between Scottsdale’s Go Daddy Group and Fox television over a Super Bowl XLII commercial is over, although Bob Parsons, owner and founder of the world’s largest domain name registrar, is not very happy about it.
“I’m disappointed the network won’t approve another (rejected) commercial,” said Parsons, whose company has more than 26 million domain names. “It’s hilarious.”
Parsons will pay $2.7 million – $100,000 more than last year – to air a 30-second commercial titled “Spot On” featuring several actors, including Indy race car driver and Go Daddy Girl Danica Patrick, during the game Feb. 3.