Superbowl-ads.com Article Archive

Red sings a love song to a girl who clearly wants more than just love. Watch the latest M&M’S commercial now!

Mars Chocolate North America introduced a teaser video of M&M’S® Brand’s new 30 second television commercial that will air during the first quarter of Super Bowl XLVII on Sunday. The ad, which was created by BBDO New York, is part of the brand’s new ‘Better With M’ campaign.

The trailer is featured on the M&M’S® Facebook page (www.facebook.com/mms). M&M’S will post the new commercial on both Facebook and YouTube as it airs during the game on Sunday.

Brand Keys Survey Shows 60% of Super Bowl Advertisers Will Score ROI

Doritos, Taco Bell and Axe Score Big –
E*trade, Budweiser and Lincoln Tie –
Century 21, Kia, Best Buy and Wheat Thins Fumble

Not all TV programs fit all brands – even if that program is the Super Bowl. But the 11th annual Super Bowl Engagement Survey, conducted by Brand Keys (www.brandkeys.com), a New York-based brand and customer loyalty research consultancy, reports that nearly 60% of Super Bowl XLVII advertisers will see real returns on their sizeable investments.

“The Super Bowl has long been a showcase of ‘creative’ advertising and ‘buy big’ audiences. But ultimately all advertising should be judged not on how it entertains but how it performs off the field. Does the ad engage customers, drive positive behavior, sales, and build brand equity,” said Robert Passikoff, Brand Keys’ president. “Awareness is what you get for your money in a game known as much for the payers as for the players, where it can cost more than $126,000 per second to run an ad.”

The 2013 Brand Keys Super Bowl Engagement Survey was conducted January 26th and 27th, a week before the February 3rd game, polling a national sample of 1,500 men and women, 18 to 65 years of age, who indicated that they are going to watch Super Bowl XLVII. The research examined 31 brands reported in industry publications as Super Bowl advertisers and determined to what degree brand values were affected by the Super Bowl venue. Advertisers are classified, as “winners” (+5 or more brand equity points), “losers” (-5 or more brand equity points), or “tied” (brand values were left unaffected by the Super Bowl venue, “a kind of advertising ‘no harm, no foul,’“ said Passikoff, with results (listed alphabetically) as follows:

Winners

Doritos +14
Taco Bell +13
Axe +12
Coke +11
Pizza Hut +11
Cars.com +10
M&M’s +10
GoDaddy.com +9
Hyundai +9
Wonderful Pistachios +9
Audi +8
Mercedes-Benz +8
Pepsi +7
Oreo +6
Soda Stream +6
Mio +5
Skechers +5
Toyota +5

Losers

Century 21 -9
Best Buy -8
Kia -6
Wheat Thins -5

Ties

Anheuser-Busch -0-
Etrade -0-
Fiat -0-
Gildan -0-
Lincoln -0-
Milk -0-
Samsung -0-
Tide -0-
Volkswagen -0-

“The flattening of the playing field has not been lost on advertisers, who increasingly have moved to create up-front buzz for their ads, knowing their ads will get noticed – sometimes more than actual plays in the game – along with everyone else’s,” said Passikoff. “Brands like GoDaddy.com and Coke have been posting sneak peeks of the ads that will ‘preview’ on game night.”

The Super Bowl Engagement Survey, like the Brand Keys Customer Loyalty Engagement Index predictively measures respondents’ true reactions to brands within the context of the medium. Results correlate highly with consumer behavior, and have been validated as reliable predictors of future brand purchase or consideration. “Think of it as identifying how the media reinforces – or in some cases even detracts from – brand values,” said Brand Keys’ Passikoff.

“This is more than Monday-morning, creative quarterbacking. Day-after creative reviews are always interesting, and a lot of talk may be generated by the entertainment value of the ads. And that’s fine, but it’s not enough. What an advertiser buys when it buys the Super Bowl is attention,” said Passikoff. “That’s a given, and an important doorway to walk through. You need folks to see your message. But when the brand gets into people’s living rooms, if its story is not engaging to consumers, if it can’t create real value for the consumer, the brand has just spent a ton of money for some morning-after buzz and no buy.”

More and more clients really want to know more than they were just seen. “With 30-second spots selling for $3.7-4 million this year on top of production costs, it should be a whole new game when it comes to ad effectiveness and ROI. You’re talking about ‘engagement,” said Passikoff. “And because engagement assessments are separate and apart from how many eyeballs were watching, and certainly entertainment, they’re a reliable ‘reality check’ that lets advertisers know how super their media buys will actually be.”

The final score: brand engagement is vastly different from being watched, being entertained, or being talked about. “A laugh, a sigh, or a tweet aren’t really acceptable returns on an investment this size,” noted Passikoff. “There may not be an ‘I’ in ‘team,’ but there is one in Return-On-Investment.”

Contact Brand Keys
Robert Passikoff
Email: Robertp@BradKeys.com
212 532 – 6028 x13

Contact: VISIBILITY
Len Stein
cel 914 527 3708
Lens@VisibilityPR.com
www.VisibilityPR.com

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.

Read More at : Adage

M&M’S will reveal additional details regarding their Super Bowl spot in January 2013.

“We’re excited to be back on the world’s biggest stage,” said Roy Benin, chief consumer officer, Mars Chocolate North America. “The introduction of Ms. Brown will be a tough act to follow, so we’re planning to tap our colorful characters, as well as our irresistible chocolate to infuse some fun into the Super Bowl.”

M&M’s, sold by the confectionery giant Mars, will use a commercial during Super Bowl XLVI on Feb. 5 to introduce a character to represent brown M&M’s named Ms. Brown. She will be the sixth computer-animated mascot for the brand, following walking and talking versions of the red, yellow, blue, green and orange M&M’s.

Ms. Brown is the second female in the M&M’s cast, after Ms. Green, and like her colorful counterparts she will be imbued with a distinct personality. Ms. Brown is an intelligent woman with a sharp wit who finally decided to reveal herself after working for decades behind the scenes as “chief chocolate officer.”

The commercial, scheduled to run in the first quarter of the NBC broadcast of the game, is being produced by the M&M’s creative agency of record, BBDO New York, part of the BBDO North America unit of BBDO Worldwide, which is owned by the Omnicom Group.

The Super Bowl commercial is the centerpiece of an elaborate campaign that takes place before, during and after the game. In fact, the spot will serve to “kick off a year of activity” to introduce Ms. Brown. Ms. Brown will arrive in social media, taking over the M&M’s fan page on Facebook, at facebook.com/mms, and sending messages on Twitter, where the character will have her own account with the handle @mmsbrown.

Read More at : NY Times

Three weeks to Super Bowl XLVI, and the publicity surrounding the closely watched commercials is starting to amp up.

NBC, which is broadcasting the Feb. 5 game at Lucas Oil Stadium in Indianapolis, announced that it sold out the telecast’s 35 minutes of national advertising in November, with 30-second spots fetching a record $3.5 million on average and some hitting $4 million.

Returnees include the big car makers (Audi of America, General Motors, Hyundai, Toyota and Volkswagen), M&Ms, Anheuser-Busch InBev, CareerBuilder, Cars.com, Go Daddy and Doritos, which has released the five consumer-created finalist commercials for its sixth annual “Crash The Super Bowl” contest.

Century 21 and Yogurt maker Dannon are among the newbies.

HomeAway and Groupon are skipping Super Bowl XLVI. Both got negative backlash on advertising during the Super Bowl and ended up issuing apologies about their ads.

Bob Horowitz, executive producer of CBS’ annual “Super Bowl’s Greatest Commercials”, sat in on the filming of a Budweiser spot and a Go Daddy commercial that features his show’s co-host, fitness expert Jillian Michaels.

“Budweiser’s is like a mini movie, and Go Daddy is a clever, funny spot,” Horowitz said.

Anheuser-Busch treats its road to the Super Bowl like training camp, according to Horowitz. It produces about 60 percent more spots than needed and conducts market research.

“Beginning this weekend — and they’re very secretive about it — they send out market researchers almost like spies,” Horowitz said.

Read More at : Boston Herald

The Super Bowl might be more than a month away, but the information is already flowing about the national pastime that occurs in between the passes and touchdowns: Super Bowl commercials.

Last year produced a few classic ads (Darth Vader kid, here’s to you), but can 2012′s offerings live up to some of the greats of the past? Only time will tell, but here’s what we do know.

Pepsi will run two 30-second spots during the game, one of which will feature X-Factor winner Melanie Amaro, who today officially signed a contract with Epic Records. Amaro certainly fits in well with Pepsi’s diva-licious commercial alums. (Beyonce, Britney Spears, and The Voice judge Christina Aguilera have all appeared in commercials for the soda company), but if we’re being honest, none of them have quite lived up to Cindy Crawford’s 1992 Pepsi spot.

Speaking of The Voice, as EW reported, the singing competition will have a 60-second spot, directed by Friday Night Lights director Peter Berg. It features Aguilera and fellow judges Blake Shelton, Adam Levine, and Cee Lo Green engaged in a battle royale. Sadly, this doesn’t sound like the type of ad that would feature music from Explosions in the Sky, but I’m holding out hope.

Meanwhile, The Lonely Island has created a 30-second spot for Doritos. It’s been a big year for TLI, who earlier this year performed at the Emmy Awards, and I’m curious how they will squeeze their turtlenecked awesomeness into just 30 seconds. Not to mention, can they make it primetime appropriate? Doritos will also air a spot created as part of its annual Crash the Super Bowl ad contest for amateur filmmakers.

M&Ms will get an ad during the Super Bowl for the first time since 1998. The candy’s parent company, Mars Inc., has since focused on shilling its Snickers candy bar, according to AdAge. And considering the Betty White ad was so well-timed and received, it’s safe to say they’ve done a pretty good job of doing just that. But as the Ms prepare to take center stage again, I wonder if they’ll go for the subtle “Such Great Heights” approach or with something mildly disturbing, like the M&M Pretzel commercial in which poor Orange was seemingly victimized by a pretzel. Let’s hope for Orange’s sake they go with the former.

On a broader scale, it is said that commercials featured during the Bowl, which is officially sold out of commercial time, might end up being longer than the usual 30 seconds, as “a handful of the sponsors for Super Bowl XLVI have bought time for commercials longer than the standard 30 seconds,” according to AdAge. This is a trend I fully support. Consider the past. It took one minute for the Budweiser Clydesdales to make me tear up, the same amount of time for Motorola to “Empower the People,” and a full two minutes for Chrysler to put Detroit in a new light (with help from Eminem). Sometimes, taking your time can be a good thing.

Read More at : Entertainment Weekly