ESPN’s newly-formed social media integration unit are here to help engage fans through Twitter, Facebook and other platforms in unique ways. Fans should follow @ESPNNFL, the Twitter feed that encompasses all of ESPN’s NFL studio coverage. This will be one-stop shopping for all things NFL in New Orleans this week. There are two primary ways fans can interact with ESPN:…
Walt Disney Studios Motion Pictures is teaming up with sister networks ABC, ESPN and ABC FAMILY for a week-long, cross-network extravaganza that will send viewers straight down the rabbit hole with “ALICE IN WONDERLAND.” The stunt provides 60-second first-looks customized for each network, all of which will air between Jan. 31 and Feb. 6, 2010. Featuring exclusive, never-before-seen footage from visionary director Tim Burton’s 3D theatrical motion-picture event, the first looks will culminate with a spectacular Super Bowl spot on Feb. 7, 2010. Entitled “Tick-Tock,” this action-packed spot features intense imagery and a few surprises from Burton’s Wonderland.
THEY say time and tide wait for no man, but Tide has waited a long time to be advertised on the Super Bowl. Soon, Tide, the biggest detergent brand in America — sold by the biggest advertiser in America — will appear for the first time on the biggest day for advertising in America.
Procter & Gamble, the maker of Tide, has bought time during the Fox Broadcasting coverage of Super Bowl XLII on Feb. 3 for a commercial for the Tide to Go instant stain remover. The 30-second spot, by Saatchi & Saatchi in New York, part of the Publicis Groupe, is scheduled to appear in the game’s second quarter.
More than a dozen spots celebrated violence in an exaggerated, cartoonlike vein that was intended to be humorous, but often came across as cruel or callous.
For instance, in a commercial for Bud Light beer, sold by Anheuser-Busch, one man beat the other at a game of rock, paper, scissors by throwing a rock at his opponent’s head.
In another Bud Light spot, face-slapping replaced fist-bumping as the cool way for people to show affection for one another. In a FedEx commercial, set on the moon, an astronaut was wiped out by a meteor. In a spot for Snickers candy, sold by Mars, two co-workers sought to prove their masculinity by tearing off patches of chest hair.
There was also a bank robbery (E*Trade Financial), fierce battles among office workers trapped in a jungle (CareerBuilder), menacing hitchhikers (Bud Light again) and a clash between a monster and a superhero reminiscent of a horror movie (Garmin).
It was as if Madison Avenue were channeling Doc in “West Side Story,” the gentle owner of the candy store in the neighborhood that the two street gangs, the Jets and Sharks, fight over. “Why do you kids live like there’s a war on?” Doc asks plaintively. (Well, Doc, this time, there is.)
During other wars, Madison Avenue has appealed to a yearning for peace. That was expressed in several Super Bowl spots evocative of “Hilltop,” the classic Coca-Cola commercial from 1971, when the Vietnam War divided a world that needed to be taught to sing in perfect harmony.
Coca-Cola borrowed pages from its own playbook with two whimsical spots for Coca-Cola Classic, “Happiness Factory” and “Video Game,” that were as sweet as they were upbeat. The commercials, by Wieden & Kennedy, provided a welcome counterpoint to the martial tone of the evening.
Those who wish the last four years of history had never happened could find solace in several commercials that used the device of ending an awful tale by revealing it was only a dream.
The best of the batch was a commercial for General Motors by Deutsch, part of the Interpublic Group of Companies, in which a factory robot “obsessed about quality” imagined the dire outcome of making a mistake.
Anheuser-Busch (BUD)— the biggest Super Bowl advertiser by far — will go slightly less patriotic and be more worldly in its ads this year. It also will give its declining Budweiser brand more air time.
Unlike during some recent Super Bowls, there will be no A-B ads in emotional support of American soldiers or 9/11 victims. Rather, the ads will mostly have a more humorous and even international feel, says Bob Lachky, executive vice president of global industry development.
The Budweiser brand — which has been losing market share domestically for several years — is being re-billed as a “world” beer. As imported beer sales have climbed, Anheuser-Busch has been buying up import brands in recent years. And its Super Bowl ads seem to be doing less flag-waving and more global hugs.
“The Super Bowl ads are better than the game.”
No doubt you’ve heard at least one friend or relative make that statement, usually after a few drinks, a large gambling loss or a horrible set of Super Bowl events that mock the sports gods — such as Washington quarterback Mark Rypien being named MVP.
But have we really reached the point where commercials have become more entertaining than the sporting event that surrounds them?
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
It almost didn’t happen, but GoDaddy.com, the domain-name registrar that was scolded last year for running a racy commercial during the Super Bowl, got approval from ABC today to run a spot during this year’s big game.
“This showdown went down to the wire. We were about out of time and had produced our 14th and final attempt. I’m ecstatic about being in the Super Bowl again,” said Bob Parsons, founder and president of GoDaddy.com, in a statement.
GoDaddy said it went through multiple revisions of its ad and had negotiated with network censors before it finally won approval.
When paying $2.5 million for 30 seconds of advertising time, you might think you could pretty much do anything with it.
No so when that half minute is airing during the Super Bowl, now in its 40th year.
Long known as an advertising showcase that can eclipse the on-field action, America’s Big Game remains a top venue of choice for marketers to roll out new campaigns or build on old ones. And the amount of time, money and talent they put behind those spots remains undiminished.
t’s the Cadillac of football games — and Cadillac doesn’t want anyone to forget it.
General Motors’ luxury brand is sparing no expense on a barrage of sponsorships and ads in hopes that viewers will associate Super Bowl XL with its wreath-and-crest logo more than the blue ovals atop the stadium where it’s being played.
Cadillac bought one minute of second-quarter ad time to promote its new 2007 Escalade and will drive an Escalade onto the Ford Field turf as the Super Bowl MVP is honored during the Cadillac-sponsored post-game show.
It’s been 11 years since Burger King Corp. last advertised during the Super Bowl broadcast. But the fast-food chain said it will air a 60-second spot during this year’s game.
The Miami-based company said Miami-based ad agency Crispin Porter + Bogusky created the commercial that returns it to Super Bowl advertising. The spot is scheduled to air in the second pod of ads, immediately following kickoff.
Super Bowl XL is scheduled to take place in Detroit, Feb. 5. The broadcaster is ABC.
Burger King also has partnered with the National Football League all this season. But the chain pointed out the Super Bowl is often the nation’s highest-rated TV program. Last year, Burger King said more than 133 million viewers in the United States tuned into the game. This year, the chain put the game’s potential worldwide audience at 1 billion people in more than 225 countries and territories.
http://www.adage.com/news.cms?newsId=44273 Controversy Generates Wide Play of Spot Elsewhere QwikFIND ID: AAQ31M By Hoag Levins NEW YORK (AdAge.com) — Although it passed muster enough to be accepted and played during the first quarter of the Super Bowl, the GoDaddy.com “Broadcast Hearing” commercial had so upset Fox and or NFL officials by the fourth quarter that they canceled a second scheduled airing…
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…
http://news.yahoo.com/news?tmpl=story&u=/nm/20050204/tv_nm/food_beer_advertising_dc_3 By Mark Weinraub NEW YORK (Reuters) – Television network Fox has decided against broadcasting three Miller Lite commercials it had approved for airing during the Super Bowl pregame show on Sunday, the network said on Friday. The three commercials poke fun at rival Anheuser-Busch Cos Inc.’s new Budweiser Select beer, which is being heavily promoted during the football game…
http://www.nytimes.com/2005/02/03/business/media/03adco.html By STUART ELLIOTT Even before kickoff, the Super Bowl has its first advertising casualty. In a highly unusual last-minute reversal, the Ford Motor Company withdrew a commercial from the game late yesterday in the face of complaints. Ford canceled a spot for a new Lincoln truck, scheduled for the second quarter of Super Bowl XXXIX on Sunday, because of…