PepsiCo’s Doritos brand today announced a last call for entries in this year’s “Crash the Super Bowl” contest. Adults from around the world where Doritos tortilla chips are sold have until November 24 to turn their boldest Doritos commercial ideas into homemade advertisements for the chance to win a $1 million (U.S.) grand prize. Ultimately, two lucky winners will see…
E-Trade Financial Corp. will advertise in the Super Bowl again early next year. The spot will certainly feature a talking baby. The idea for its commercial, however, may not be one cooked up by E-Trade ad agency Grey Group.
The storyline for the spot could come from a pool of videographers who submitted 250 submissions for E-Trade and Grey through Poptent, a social network dedicated to crowdsourcing video content. Grey will produce any of the work chosen from the pool, says E-Trade Chief Marketing Officer Nick Utton.
Utton, who stresses he is “delighted” with Grey, tells me he decided to crowdsource ideas for E-Trade’s 2011 advertising campaign to make sure the financial services company has the “best advertising imaginable” going in to the new year. “If we can get some ideas from people as creative fodder, it would be helpful.”
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…
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.”
Chester the Cheetah is finally getting his big break in the Super Bowl. Frito-Lay is hoping a 30-second spot for Cheetos, which breaks during the first half, will give snackers the munchies. It shows a loud, chatty woman talking on her cell phone outside a restaurant (“I must be on the ugly side of town. Everyone here is, like, really gross.”). A female customer sitting behind her gets annoyed, and — egged on by Chester — scatters Cheetos on the floor. A flock of pigeons swoops down, gobbling the crumbs and attacking the rude talker. “Give Daddy a kiss,” Chester says coolly to a pigeon that hops onto his shoulder, and the bird pecks him on the nose. Consumers are urged to “Let loose at cheetos.com” as eerie music plays.
There is no bigger game in the ad biz than the Super Bowl. This is where the Mad Men face off not only through four quarters, but before the game, afterwards, and even the next morning as USA Today’s Ad Meter reports which commercial was most popular. What if you could have the #1 commercial without even breaking a sweat? What if someone else made it for you for free?
Anheuser-Busch spent about $2.7M a pop on nine ads in this year’s Super Bowl – with seven of the spots devoted to Bud Light.The lineups are just about set for Super Bowl Sunday – not on the field, but for the glitzy, star-studded TV commercials that will cost close to $3 million apiece.
“The advertisers this year have learned how to do it,” says Walter Guarino, advertising professor at Seton Hall University. “They’ll keep it light and humorous, and I think it will be a real good year.”
Like Eli Manning and Tom Brady on the field, Super Bowl legend Justin Timberlake will lead a team of stars through 63 ad spots with an airtime tab that will run about $175 million.
Anheuser-Busch scores points for some clever spots, but most ad critics think this year’s big commercials were underwhelming.
By Paul R. La Monica, CNNMoney.com editor at large
NEW YORK (CNNMoney.com) — Boring. Poorly executed. Unmemorable.
These words could not only be used to describe the action that took place on the football field during Super Bowl XLI Sunday night but also the uber-hyped commercials that aired during the big game.
Several advertising experts said Sunday night that, with a few exceptions, most of the commercials were disappointing. So it looks like many corporations may have wasted the $2.6 million that CBS was said to be charging for 30 seconds of ad time.
“This was not a banner year for Super Bowl ads. Nothing really stood out,” said Steve McKee, president of McKee Wallwork Cleveland Advertising, an agency that runs Adbowl, a site that tracks opinions about Super Bowl commercials.
More than 90 million people are expected to tune in this Sunday to watch the Indianapolis Colts and Chicago Bears do battle on the gridiron in Super Bowl XLI.
But many of these viewers could care less about the game. They’re more interested in who will win the Super Bowl commercial war.
omber music plays as a chimpanzee looking pretty in pink nonchalantly picks its nose. Sweetly looking into the camera, she repeatedly sticks her finger in her nose and then licks her finger.”It’s tough working with monkeys. And we’ve had enough,” reads the on-screen copy. “Watch the CareerBuilder ads evolve. Feb. 4 on the big game.” The ad ends with the chimp giving the camera a proud, toothy grin.
That 30-second commercial is one of two new spots from the Chicago-based company that began running two weeks before the Super Bowl to heighten anticipation for its new campaign, “It’s a jungle out there. “The Super Bowl preview campaign is running on network TV and the client’s Web site.
Super Bowl advertisers have long touted their game buys with leaks to the press and partial previews of their spots in an effort to stretch their ad dollars. Controversial spots historically garner media attention that can add millions of dollars’ worth of “free exposure.” This year, however, an increasing number of advertisers are employing all sorts of supplementary efforts pre- and post-game in order to maximize the value of their $2.6 million ad buy. The approaches are varied, but the intention is the same: generate buzz early and prolong the shelf life of the commercials long after the game
Gary Detman NEW YORK (AP) — There’s one place where you can find both FedEx, the overnight package delivery service, and “Fed-Ex,” or Kevin Federline, the future ex-husband of pop diva Britney Spears. Both will be making appearances in Super Bowl ads, the highest-profile advertising event of the year.
America hasn’t even seen his company’s commercial running on the Super Bowl yet, and Steven Schreibman is already happy with the returns from Nationwide Mutual Insurance’s purchase of the most expensive TV advertising time in history.
His ad stars Kevin Federline, Britney Spears’s estranged husband, fantasizing about doing a music video while cooking up fries at a fast-food restaurant. The spot has generated publicity and buzz beyond a marketer’s wildest dreams, said Schreibman, Nationwide’s vice president of advertising and brand management.
As of Thursday afternoon, the ad had generated hundreds of stories in the media, leading to 137 million Web viewings — or the number of times people see a brand, he said. “Right now, we are at about $5 million in ad value and there is more than a week to go before the game.”
The Super Bowl is television’s biggest event by far, with nearly 90 million Americans expected to tune in to ABC Feb. 5 for the big game and its much-hyped commercials, selling this year for a record $2.5 million per 30 seconds.
But the championship game also has become a huge event on the Internet, with some Web sites enjoying traffic spikes of 500, 1,000 or even 2,000 percent.
For many advertisers, a Super Bowl commercial is not complete without a dedicated Web site, or “microsite,” offering extras like contests, free downloads and extended versions of their television ads.
For only the third time since 1993, snack king Frito-Lay Inc. will not be among the companies paying millions for Super Bowl ad time, the company’s chief executive said Wednesday.
Irene Rosenfeld told The Dallas Morning News that the company plans to focus its marketing might at the first of the year on new products such as Cheddar and Sour Cream Baked Lay’s potato chips.
But consumers should not expect to see those spots in the much-hyped gridiron showdown, where a 30-second spot is expected to cost $2.4 million, according to published reports.
http://www.nytimes.com/2005/02/07/business/media/07adcol.html By STUART ELLIOTT Published: February 7, 2005 It may be hard to say, and harder to believe, but Madison Avenue could owe Janet Jackson a big thank-you. The commercials that were broadcast on Fox last night during Super Bowl XXXIX were, in general, markedly better than typical spots from the last few Super Bowls – though there were some…