Superbowl-ads.com Article Archive

The Baltimore Ravens weren’t the only winners at Super Bowl XLVII. One man and his Clydesdale also made quite an impression.

The latest Anheuser-Busch ad to feature the famed Clydesdales, this spot chronicled the relationship between a trainer and the horse he raised. According to USA Today’s Ad Meter, this was the most popular commercial of the night. As if the Ad Meter results weren’t enough kudos, the ad may have inspired Jose Canseco to get himself a horse.

Meanwhile, Patrick Rishe of Forbes singled out the Mercedes-Benz “Soul” ad as the best of the night. The star-studded spot featured Willem Dafoe, cast as the devil, along with Kate Upton and Usher. With the glamor quotient nearly as high as the RPMs in that auto ad, it’s no wonder that it garnered plenty of attention.

Another advertiser who went all out when it came to high-wattage players was Samsung, casting Apatow-regulars Seth Rogen and Paul Rudd in a comic sendup on Super Bowl ads — and the publicity-hungry marketers and stars who create them. In a game that brought its own special effects, with Beyonce’s electric halftime performance and the Superdome’s unexpected power outage, the commercials needed to have something special to stand out. Celebrity endorsers seemed a safe bet to pull that off.

Yahoo! included the Clydesdale ad and Samsung’s two-minute comedy bit in a list of the “buzziest ads” of the night but didn’t think Upton and Mercedes made the grade. Could the teaser and advanced release of the full-length commercial have hurt interest? That list did include a few of the night’s other notables, namely the Audi “Prom” commercial and Amy Poehler’s demanding trip to Best Buy.

As usual, there were several advertisers who thought less clothes would translate into more success. Whether it was Calvin Klein’s scantily-clad male model, the damsel in distress (and in a bikini) in the Axe commercial or GoDaddy’s long kiss between Bar Rafaeli and her nerdy match, the results were mixed for the ads built around sex appeal. Unless, of course, you count those M&M ads, which continue to be quite suggestive and quite successful. Perhaps symbolizing that this year’s top ads were a bit cleaner than in recent years, Tide finished second to the Clydesdale ad in the USA Today Ad Meter.

From the Clydesdale and Kia’s adorable “Space Babies” spot to Chrysler’s poignant homage to American farmers, here are some of the commercials that generated the most positive buzz during the Super Bowl. What was your favorite? How does the Super Bowl commercial class of 2013 stack up against last year’s favorites? Or the all-time classics?

This year’s award for the most sexist Super Bowl commercial goes to Bar Refaeli’s ad for web host GoDaddy.com, which saw the supermodel kiss a computer programmer next to the tagline ‘smart meets sexy’.

Thousands of viewers used the Twitter hashtag #NotBuyingIt on Sunday night to flag and rate the most ‘disgusting,’ sexist and offensive commercial during the Ravens-49ers showdown.

The hashtag generated more than 10,000 real-time tweets, and 7,500 of those went to the GoDaddy.com ad, which has been accused of ‘objectifying women and stereotyping programmers.’

Other ads that are being called ‘Sexist’ are the Audi “Prom” ad, because a guy walks up to a girl and kisses her. And the Kia, Mercedes-Benz, and Fiat for the “Nice car gets the girl” approach to advertising.

Read more: http://www.dailymail.co.uk/femail/article-2274474/Bar-Refaelis-Super-Bowl-ad-rated-sexist-offensive-commercial-night-thousands-Twitter-users.html#ixzz2K8vkM499

Some of the biggest scores and worst fumbles made during last night’s Super Bowl were made by advertisers.

At a record $3.8 million for each 30-second spot, companies strived for buzz and attention.

Mercedes-Benz wound up on both the winning and losing sides last night, experts said.

In the winner, the carmaker tapped Willem Dafoe as the devil offering to give a man a car in return for his soul — only to be rejected when the guy learned he could buy it for $30,000.

“It’s incredible casting … You get a real sense this is a luxury car at a great price,” said Richard Kirshenbaum, CEO of NSG/SWAT.

The company’s losing ad teased viewers by implying it would show supermodel Kate Upton getting sudsy while washing a Mercedes — but ended with high school football players doing the job.

“I thought the way they used her was weak,” said George Belch, chairman of the marketing department at San Diego State University.

Taco Bell found the marketing end zone with senior citizens going crazy. The fast-food restaurant’s spot showed seniors out on the town, dancing, getting tattoos, getting freaky in a bathroom and eating at Taco Bell.

“It was entertaining, well produced and even a little risqué,” Kirshenbaum said.

Perennial Super Bowl ad star GoDaddy.com grossed out experts with stunner Bar Refaeli giving a very wet kiss to a nerd.

“I recoiled physically,” said Barbara Lippert, Mediapost.com editor-at-large.

Timothy Calkins, marketing professor at Northwestern University’s Kellogg School of Management, thought highly of a Samsung ad showing Seth Rogan and Paul Rudd arguing over who is more popular and should rep the company. They’re both upended by LeBron James at the end of the ad.

“it didn’t say a lot about the product,” Calkins said. “But it grabbed and held attention and it was funny.”

Read More at : NYPost

Here’s a video look behind-the-scenes at the making of the Mercedes-Benz Super Bowl XLVII commercial “Soul” with Kate Upton, Usher and Willem Dafoe. The Video features an up close look at the all-new CLA-Class plus exclusive interviews with Usher and Willem Dafoe.

With a star-studded cast including Usher, Kate Upton and Willem Dafoe, Mercedes-Benz unveils the all-new CLA-Class in this extended cut of its Super Bowl commercial.

Be the first to know: https://www.facebook.com/mercedesbenzusa

Learn more about the CLA: http://www.mbusa.com/cla

Kate Upton disappointed male fans who hoped to meet her at Ainsworth Park Avenue Thursday night. The model was to appear at a party to debut the Mercedes-Benz Super Bowl commercial, in which she appears, for its new CLA souped-up sedan. But Upton was stuck in Uruguay on a shoot. The beauty stars with Usher in the ad, in which a guy makes a deal with the devil to live a life of luxury.

Read more at : NYPost

What’s hot? The all-new Mercedes-Benz CLA. What’s hotter? Kate Upton washing it in slow motion.

To see more Kate, visit: http://mbenz.us/CLA_FB

Watch “Diner” the Mercedes-Benz Super Bowl XLVII commercial teaser. In an old New Orleans cafe, a powerful force is undeniably present.

Be the first to know: http://mbenz.us/CLA_FB

Something sinister is coming – “Dishes”

Something hot is coming – “Sundae”

Something mysterious is coming – “Jukebox”

Something scorching is coming – “Coffee”

You could win a VIP trip to the Mercedes-Benz Superdome in New Orleans for Super Bowl XLVII. Visit www.facebook.com/mercedesbenzusa for details about Mercedes-Benz “mbrace2″ and the entry form. Entry deadline is Jan. 11, 2013

Mercedes-Benz USA CEO Steve Cannon shared some details about the brand’s 60-second ad planned for Super Bowl XLVII in New Orleans at the Mercedes-Benz Superdome. He told Business Insider that the ad will be “a tongue-in-cheeck depiction of how far a person might — or might not — go to get their heart’s desire.”

Such goals might be, say, an evening of clubbing with supermodel Upton, Cannon said, although “we are not using her as a sexual object,” he insisted. Instead, the ad will be “upbeat, high-energy, fast-paced [but not] funny.” And, of course, there will be a car in there, too. Specifically, Mercedes-Benz will be trying to appeal to a younger demographic by promoting the new CLA, which comes at a lower price point than the rest of Mercedes-Benz’s luxury lineup.

“It’s hard to appeal to youth if your car costs $75K,” Cannon allowed. Presumably, Mercedes-Benz also may find ways to take advantage of its name on the stadium.

Read more at : brandchannel

Here, in alphabetical order, are more than 90 percent of the players:

AB InBev, parent company of Budweiser, a perennial Super Bowl advertiser, will be back. In the past, they’ve been among the funniest and most memorable brands in the broadcast, but with this year’s marketing strategy combining hip-hop music and introduction of a new pseudo-craft beer, Black Crown, don’t count on history repeating itself. Not only will hip-hopper Jay-Z be on camera, but he’ll also have a hand in the creartive as well. They’ve also done multi-year deals for the air time, so they won’t be paying the full $3.7 million freight.

Audi of America will run one 60-second spot, their sixth Super Bowl appearance in as many years. Agency Venables, Bell and Partners is still working on the creative and production.

AXE will run one 30-second spot, entitled “Lifeguard,” that includes a “twist” at the end that “aligns with a creative campaign” that will kick off in the new year. The ads will be created by BBH London.

Best Buy hired a new agency, Crispin Porter & Bogusky, to do the television and related social marketing.

Cars.com will return with a :30. “There is no better platform,” marketing vp Linda Bartman told USA Today. That’s good, because at $3.7 million plus production costs, there’s no more expensive one. They, too, have a new agency, having replaced DDB with McGarryBowen in May. Their :30 will probably show how shopping on their website makes car buying a better experience. (Hey, anything that avoids showrooms and car salesmen is an improvement.)

Century 21 will run one :30 in the third quarter. Phildelphia agency Red Tettemer and Partners is still working on it.

Coke – After years of advertising with computer-generated polar bears in Super Bowl spots and after having printed them on all their soda cans, Coca-Cola has killed off the bears from their three new 30-second commercials. Nobody tell the global warmists.

Doritos for the seventh consecutive year, will once again be taking the cheap, easy way out, running the best amateur-produced commercial, as determined by USA Today’s Ad Meter consumer poll.

Fiat The re-invading Italian brand made a surprise splash in this year’s Super Bowl with its “Seduction” spot, previously seen in Italy, starring supermodel Catrinel Menghia. She returns in one of a handful of new Fiat commercials that CMO Olivier Francois showed at the Los Angeles Auto Show last week 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.

Ford whose sales of the Lincoln nameplate have been in a death spiral (down 63%) since 1990, will run a 60-second spot (almost $8 million worth of air time) to revive the brand by showing dead people. In the belief that history sells cars, the spot will feature an Abraham Lincoln lookalike stepping out of the mist, vintage Lincolns, and deceased Lincoln owners Clark Gable and Dean Martin leaning against front fender of the new MKZ through the magic of computer imagery. This is supposed to be an attempt to reach out to younger drivers, who probably never saw either Gable or Martin in their lifetimes.

GoDaddy is showing signs of growing up. For the first time ever, their advertising’s being done by a professional agency – Deutsch New York – and will graduate from prepubescent male fantasies of mostly undressed women to (gasp!) content and product. Indy car driver Danica Patrick, who’s been missing from their rebranding campaign, may or may not return. “We are working on the fourth quarter work now,” Val DiFebo, Deutsch New York’s CEO, told Business Insider, “and exploring that option, if there’s a way to do that.”

Hyundai has their internal agency, Inocean, is working on the advertising. The car manufacturer aired two :30s this year.

Kia will be back for the fourth year in a row. “The game has proven to be a powerful tool in our efforts to raise awareness and perception for the Kia brand,” according to marketing evp Michael Sprague.

Mercedes-Benz which advertised in 2011 but skipped this year, will be back with a fourth-quarter commercial of as yet unannounced length. Hey, when your name’s on the stadium, you kinda have to. Or, as spokeswoman Donna Boland put it more nicely, “It’s a big product year for us next year and the game will be played in the Mercedes-Benz Superdome, so all the planets are in alignment.” Rapper Usher is expected to be on-camera talent.

Pepsi is sponsoring the half-time show.

Samsung commercial will be created and produced by agency 72andSunny, where the longtime Apple creative director bolted after the disastrous “Genius” campaign.

Skechers will be running, but nobody knows what length, which quarter or what message yet.

SodaStream scheduled to air it’s ad during the fourth quarter of the game when people are most likely to notice the growing piles of bottles and cans strewn about the room and filling up their trash.

Volkswagen It must be a bad year for animals. Coke’s killed the polar bears, and VW’s abandoning the dog.

Read More at: Examiner.com

From Anheuser Busch to Volkswagen, Ads Are Shaping Up for the Big Game.

As CBS works to sell the last handful of spots for its 2013 broadcast of Super Bowl XLVII from New Orleans, Ad Age is posting its annual chart of which advertisers are buying into the event and what is known of their plans. With ad packages going for an average of $3.7 million to $3.8 million, the Super Bowl represents perhaps the biggest investment a marketer may make in a single media property all year.

The usual coterie of big sponsors is more or less on board again in 2013 — hello, Pepsi! hello Bud Light! — accompanied by opportunistic, smaller brands that want to make a big splash, such as Century 21 and GoDaddy.com, both of which are also returning to the game.

Read More at: AdAge

Kate Upton is starring in a Super Bowl commercial for Mercedes-Benz. The curvaceous blonde appears in the 60-second ad that is said to be “a tongue-in-cheek depiction of how far a person might — or might not — go to get their heart’s desire.” Sources say Upton will not be driving in the spot in which she plays herself, an “object of desire.” The ad will also star Usher.

Read more at: NYPost

It’s a bit presumptuous to start thinking about your NFL team’s place in Super Bowl XLVII, but advertisers are already claiming their spots for the big game.

We’re less than halfway through the professional football season, and already Anheuser-Busch InBev, PepsiCo, Audi, Hyundai/Kia, Cars.com and GoDaddy.com have purchased Super Bowl air time on CBS. The game isn’t until Feb. 3, but CBS is already reporting that ad space is 90% sold out after Coca-Cola, Best Buy and a few others got into the game last week.

If it seems like those buyers are showing blitz a bit too early, just consider the logistics for a second. Prices for a 30-second Super Bowl ad jumped from $2.2 million in 2002 to $3.5 million for a spot in the 2012 broadcast on NBC, according to Kantar Media.

That’s just for the time. Advertising Age notes that sponsors tend to shell out $3.7 million to $3.8 million once they’ve hired a top ad firm like Wieden + Kennedy or negotiated a broader package that includes an in-game appearance. That’s a fairly substantial part of even a large company’s marketing budget, so it pays to take some time and get it right.

In some cases, it’s about reasserting a company’s connection to the game. A-B InBev, for example, has spent more than $240 million in the past decade trying to make Budweiser, Bud Light, Stella Artois and, last year, Bud Light Platinum the beer of choice at fans’ Super Bowl parties. PepsiCo, meanwhile, spent $174 million during the same span to make sure there are plenty of Doritos and sodas for the kids at those same events.

Mercedes-Benz was almost obligated to make the Super Bowl ad buy it finalized last week, considering its name is on the Mercedes-Benz Superdome that’s hosting the game in New Orleans next year.

For other brands, the Super Bowl offers a new beginning. Oreo cookies are returning to the Super Bowl in 2013 after being less of a big-game presence in recent years than the Manning brothers who anchored their racing league. While the sandwich cookie brand just made plans to finish its 100th anniversary with a Super Bowl bash, Oreo’s Super Bowl ads also will be somewhat of a coming-out party for parent company Mondelez International – the snack and candy company that formed when Kraft Foods (KRFT 0.00%) split like an Oreo.

Are the ads worth the big-ticket prices? You have to ask the more than 125 companies that have pumped more than $1.7 billion into Super Bowl advertising in the past 10 years. It’s not cheap, but it’s the only way to get a captive audience as large as the 111.3 million people who watched the New York Giants beat the New England Patriots in February or the 111 million viewers who tuned in to see the Green Bay Packers beat the Pittsburgh Steelers on Fox in 2011.

Read more at: MSN Money

When your name’s on the stadium, it might make sense for you to buy some ads in the game taking place there.

Mercedes-Benz, which appeared in the 2011 Super Bowl and then dropped the event from its marketing plans, will return to the Big Game in 2013, the automaker has confirmed. Super Bowl XLVII is set to be broadcast by CBS on Feb. 3 of next year from the Mercedes-Benz Superdome in New Orleans.

“It’s a big product year for us next year and the game will be played in the Mercedes-Benz Superdome, so all the planets are in alignment,” said Mercedes spokeswoman Donna Boland said.

Coca-Cola and Best Buy are both returning to the game, the marketers confirmed. Coca-Cola has purchased three 30-second spots. The three advertisers join Anheuser-Busch InBev, PepsiCo.’s Pepsi and Frito-Lay divisions, Audi of America, Hyundai/Kia, Cars.com and GoDaddy.com as advertisers who have confirmed their presence in next year’s gridiron contest.

CBS is still working to sell the last portion of inventory in the game. Executives told USA Today in September that the game was more than 90% sold and that only a small number of spots were left for purchase.

Advertisers have generally agreed to pay between $3.7 million and $3.8 million for in-game spots or for broader packages that include an appearance in the Super Bowl. Prices can vary depending on the marketer (Anheuser is famous for crafting multiyear deals that can render per-ad pricing discussions moot), the position of their ad in the game and the amount of inventory a sponsor decides to purchase.

NBC saw the average price rise to around $3.5 million for its broadcast of the Super Bowl earlier this year. An estimated 111.3 million people watched the New York Giants beat the New England Patriots, barely trumping the 111 million viewers who tuned in to see the Green Bay Packers beat the Pittsburgh Steelers on Fox the year before.