Who's Buying What in Super Bowl XLIII


A Rundown of Marketers and Their Spots in the Big Game

Buy: Four minutes and thirty seconds of ad time, broken into five :30s and two :60s.
Creative: The lineup includes a record three Clydesdale spots, including one from Waylon Advertising, St. Louis — the only A-B Super Bowl spot not produced by DDB, Chicago, this year. Other highlights include a cameo by Conan O’Brien, who is seen entertaining an offer to make an “only in Sweden” ad for Bud Light, as well as another humorous Bud Light spot that delves into cost-cutting at the office. (Chief Creative Officer Bob Lachky said the office spot tested extremely well in pre-game research.) A-B also devotes a fourth-quarter spot to Bud Light Lime. If the game goes to overtime, it will run an eighth spot, for Bud American Ale.
Agency: Omnicom Group’s DDB, Chicago; Waylon Advertising, St. Louis.


Buy: The automaker will air one :60 during the game’s first quarter. Audi’s 2008 Super Bowl spot featured its R8 sports car in a spoof of “The Godfather,” and earned Audi the No. 2 spot in total buzz after the game, the company said. It also successfully drove traffic to Audi’s web site.
Creative: Actor Jason Statham, known for his action-packed roles in the “Transporter” series, “Snatch” and “The Bank Job,” rushes from decade to decade to avoid capture, trying to find a luxury vehicle to aid his getaway. He finds that several other luxury vehicles fail to get the job done, until he finds the supercharged Audi A6 sedan.
Agency: Venables Bell & Partners, San Francisco.


Buy: The tire maker will once again sponsor the Super Bowl halftime show, which this year features Bruce Springsteen. The company will also run two 30-second commercials, according to Phil Pasci, VP-consumer marketing for Bridgestone Firestone North American Tire.

Creative: The ad scheduled to air between the first and second quarters, is called “Taters” and features Mr. and Mrs. Potato Head. A sunny excursion on a picturesque mountain road takes an unexpected turn when the Hasbro toys encounter a herd of sheep on a tight curve. The second ad, set to air in the third quarter, is called “Hot Item” and takes place on Titan, Saturn’s largest moon. Two music-lovin’ space travelers cruise Titan in the ultimate space vehicle equipped with high-performance, intergalactically envied Bridgestone tires. “Hot Item” will air in the third quarter.
Agency: Independent Richards Group of Dallas


Buy: One :60 spot in the third quarter.

Creative: Super Bowl viewers can expect to see a koala bear and a co-worker in a Speedo to depict surefire signals that it’s time to start building a better work situation and go to CareerBuilder.com today.
Agency: Independent Wieden & Kennedy


Buy: The website will air one 60-second ad in the second quarter.

Creative: The commercial uses the epic life story of fictitious character David Abernathy to illustrate how even the most confident people need a little extra help when it comes to car shopping. From shaking his doctor’s hand upon birth and successfully negotiating a later bedtime at age 3, to saving the class pets from his burning school and performing surgery at an opera house, the narrative spot takes viewers through various events in David’s lifetime of confidence. Yet even David is intimidated when it comes time to buy a car. David’s preparations on Cars.com build his confidence so he can get the perfect car at the perfect price. The ad closes with Cars.com’s tagline, “Confidence Comes Standard.”
Agency: Omnicom Group’s DDB, Chicago


Buy: One :30 in third quarter

Creative: The ubiquitous direct response marketer, which will also run one :60 spot in the pre-game, isn’t allowed to put up a 1-800 number in its in-game spot. So it’s tapped rapper MCHammer and announcer Ed McMahon to act as pitchmen.
Agency: Havas’s Euro RSCG Edge, San Diego

Castrol Motor Oil

Buy: At least one 30-second ad to air in the first half of the game, according to a spokeswoman for the company, which is owned by Castrol USA.

Creative: Castrol is keeping mum on the exact content of the ad, but it intends to introduce a new product line known as Castrol Edge, a new advanced synthetic motor oil. The company typically aims its advertising at car enthusiasts, but is pursuing a general audience with its Super Bowl buy. Short teaser ads have begun running on ESPN Radio.
Agency: WPP Group’s Ogilvy & Mather

Coca-Cola Co.

Buy: At least three spots, one for Coke Zero, two for Coca Cola brand.

Creative: Coke Zero gets its first ever spot, starring Pittsburgh Steeler Troy Polamalu. For the Coke Zero ad, “Mean Troy,” Polamalu reprises the part made famous by Pittsburgh Steelers legend “Mean” Joe Greene. The first 12 seconds of mimic the look of the original ad, as it opens with Polamalu limping down a tunnel to the locker room, followed closely by a young fan who offers an ice-cold Coke Zero to his battered hero. All similarities end there as the action takes a surprising turn to humorously reinforce that with Coke Zero, it’s possible to have “Real Coke Taste and Zero Calories.” Two spots from the Open Happiness campaign will also air. In the 30-second spot “Avatar,” people take on the look of their avatars as they move through life engrossed in their digital worlds. In the 60-second “Heist,” which features music from “Peter and the Wolf,” conducted by Robert Miller and performed by the Los Angeles Philharmonic, a man dozes off in a park only to have insects scheme to make off with his Coke.
Agency: For Coca Cola, Wieden & Kennedy. For Coke Zero, Crispin Porter & Bogusky.


Buy: One 30-second spot toward the end of the third quarter.

Creative: The ad aims to make fun of the “candy breakfasts” offered by competitors – pancakes and whipped cream – and instead will focus on the “real breakfast” served by Denny’s – its longtime bacon-and-egg fare. The campaign, which continues beyond the Super Bowl, will feature voice-overs by actor Burt Reynolds. Denny’s intends to use the Super Bowl ad to make a consumer offer to the game’s audience.
Agency: Omnicom Group’s Goodby Silverstein & Partners.

DreamWorks Animation/PepsiCo’s SoBe

Buy: DreamWorks Animation and Pepsi’s SoBe beverages are teaming up with NBC and Intel Corp. to create a 3-D ad break set to appear at the end of the second quarter.

Creative: This eye-popping commercial interruption will include not only a trailer for the upcoming DreamWorks film “Monsters vs. Aliens,” but also a 60-second ad for SoBe Life Water that features the popular SoBe lizards, which appeared during the game in 2008, alongside NFL stars and characters from the movie. The ad will include a “modern interpretation of the famed ballet Swan Lake, and the rhythmic effects when the players and creatures are infused with the refreshing and reinvigorating impact of SoBe Life Water,” according to a press statement.
Agency: Omnicom Group’s Arnell Group is crafting the SoBe ad.

E-Trade Financial

Buy: A company spokeswoman said E-Trade has purchased one spot; in recent years, E-Trade has run two 30-second commercials.

Creative: E-Trade is bringing back the talking baby it used in the last contest. E-Trade declined to comment on the content of its Super Bowl advertising, but it has posted on YouTube a sneak peak.
Agency: WPP Group’s Grey New York

PepsiCo’s Frito-Lay: Cheetos

Buy: One :30 spot in the first half.

Creative: The first-time Super Bowl advertiser is using the spot to build on last year’s work targeting adult consumers. An uptown girl sits down at a cafe and begins to behave snobbishly. The heroine, with a nod from Chester the Cheetah, tosses Cheetos near the offending girl. She is swarmed by pigeons.
Agency: Omnicom Group’s Goodby, Silverstein & Partners

PepsiCo’s Frito-Lay: Doritos

Buy: The company’s cheesy-chip brand will solicit self-made ads for Doritos from consumers and air one as a 30-second spot.

Creative: Doritos will give the winning entry $1 million if the ad becomes “the first-ever consumer-created commercial to claim the No. 1 ranking in USA Today’s annual Ad Meter.”
Agency: n/a

General Electric

Buy: The owner of NBC, broadcaster of the 2009 Super Bowl, intends to run one :30 spot in the game.

Creative: The ad, called ‘Scarecrow’ focuses on Smart Grid technology, which is a vision for a more efficient, sustainable electrical energy grid. The ad uses The Wizard of Oz song “If I Only Had a Brain.”
Agency: Omnicom Group’s BBDO, New York


Buy: The registrar of online domain names has purchased one 30-second ad in the Super Bowl, said Bob Parsons, the company’s CEO-founder.

Creative: GoDaddy is producing two ads, both of which will feature race-car driver Danica Patrick. Consumers can go online (www.GoDaddy.com) and vote for which one should air in the game. “Shower,” the current front-runner, features Patrick in a shower with another woman as three college students control the women’s movements from a computer keyboard. The other, “Baseball” spoofs baseball’s steroids scandal with an emphasis on a certain part of the female anatomy being “enhanced.”
Agency: In-house

H&R Block

Buy: One 30-second ad in the second half of the game. The tax preparer is returning to the Super Bowl after a five-year hiatus, in part to remind people who may be looking for tax-preparation services in advance of tax filing deadlines about using H&R Block.

Creative: The ad will “carry out our “You’ve Got People” messaging and will introduce some unexpected characters you haven’t seen with the H&R Block brand before,” said Kathy Collins, VP-marketing for H&R Block. Abe Vigoda, the “Barney Miller” actor who was accidentally declared dead in 1982, will play the character Death in H&R Block’s ad. The theme of the spot is: “Nothing in life is certain except death and taxes.”
Agency: Interpublic Group’s Campbell Mithun


Buy: At least one spot.

Creative: The company isn’t saying much about the ad, but a spokeswoman said advertising during the game would reveal “the secret behind” the online-video site, which is backed by NBC Universal and News Corp.
Agency: MDC Partners’ Crispin Porter & Bogusky


Buy: Two :30 spots

Creative: One :30 in the second-quarter, called “Bosses,” will feature the Genesis sedan’s “2009 North American Car of the Year” win at Detroit auto show. The :30 in the third quarter will spotlight the new “Assurance Program” with a new ad called “Contract.” The Assurance Program allows new-vehicle buyers or leasees to return cars for up to a year after purchase if they lose their income due to a job loss. The free coverage is available to all buyers at participating dealerships and covers up to $7,500 in a buyers’ negative equity. Hyundai has also added three :30 pre-game spots. Hyundai has also bought sponsorship of NBC’s Super Bowl XLIII “Kick-Off Show,” giving it naming rights and three 30-second spots preceding the game, which will be three other new commercials from Goodby. One spot may feature Yo Yo Ma playing a Bach piece.
Agency: Omnicom Group’s Goodby, Silverstein & Partners, San Francisco


Buy: One :30

Creative: In the spot, Kellogg will commit to renovating 50 playing fields across the country. The initiative is tied to Frosted Flakes and the “Earn Your Stripes” program, designed to encourage kids to get active. Adults over 18 can vote starting Sunday, and through the end of March, to designate any baseball, softball, T-ball, soccer, football, lacrosse, field hockey or track field or basketball court in their community for a makeover.
Agency: Publicis’ Leo Burnett, Chicago


Buy: One 30-second ad

Creative: Monster is kicking off a campaign highlighting the fact that it has become the official careerservices sponsor of the NFL. As part of that pact, the company said, it will run an additional 30-second “in-game enhancement” to launch an NFL-themed promotion intended to drive traffic to the site.
Agency: Omnicom Group’s BBDO


Buy: One 60-second spot during halftime

Creative: The NFL is running a promotion in which players and fans tell personal stories. Clips can be seen online, and fans can vote on the stories. Director Joe Pytka will helm the commercial.
Agency: Omnicom Group’s BBDO

Paramount Pictures

Buy: Three spots

Creative: Plans to promote ‘Transformers 2,’ ‘Star Trek’ and ‘GI Joe.’
Agency: In-house


Buy: One 30-second commercial

Creative: The Mars dog-food brand is making its first Super Bowl appearance.
Agency: Omnicom Group’s TBWA/Chiat/Day

PepsiCo Beverages

Buy: PepsiCo has secured 5 to 6 minutes of airtime, a minute of which will go to its Frito-Lay division. The large block of airtime is part of the company’s “largest reinvention of its brands ever undertaken.”

Creative: In the first quarter, brand Pepsi will run a :60 spot called “Refresh,” which features Will.i.am performing Bob Dylan’s anthem “Forever Young.” Pepsi Max ads will air a :30 spot of its new “I’m Good” series. In the second quarter, SoBe LifeWater will get a 60-second featuring the SoBe lizards, which appeared during the game in 2008, alongside NFL stars and characters from DreamWorks film “Monsters vs. Aliens.” A fourth quarter 15-second spot promotes new flavors using PureVia, a derivative of the Stevia plant, and another ;15 spot called “Monkey” will air for Pepsi Max. Two :30 spots from Gatorade will reveal that the drink marketer is the brand behind the “What’s G?” campaign. Narrating one of the ads is Grammy nominated artist Lil’ Wayne who defines what “G” means in a Gatorade context as the heart, hustle and soul of athleticism. In the second spot, 16 athletes from 10 different sports define what “G” means to them.
Agency: Peter Arnell of Arnell Group directed both SoBe LifeWater spots. Omnicom Group’s TBWA/Chiat/Day handles creative for Pepsi, Pepsi Max and Gatorade.

Sony Pictures

Buy: Two :30 spots.

Creative: Plans to promote ‘The Year One’ and ‘Angels and Demons.’
Agency: In-house


Buy: One :30 spot in second quarter

Creative: What if Roadies ruled the world? Sprint promotes Nextel Direct Connect service by showing how roadies would run an airline.
Agency: Omnicom Group’s Goodby, Silverstein & Partners, San Francisco

Taco Bell

Buy: One :30 spot in fourth quarter.

Creative: Taco Bell Introduces the Spicy Chicken Enchilada Platter. A guy fast-forwards a relationship thanks to the speed of Taco Bell, which allows him and his date to enjoy a restaurant-style meal without the wait.
Agency: DraftFCB, Irvine


Buy: The flowers-delivery service will run a 30-second ad in the second quarter touting the fact that its flowers are hand-delievered and come completely arragned, rather than put in a box for the recipient to do so. The company felt so strongly about this point of differentiation that it felt it could make it more broadly known via the Super Bowl, said Lynda Resnick, co-chairman of Roll International Corp., the parent company of Teleflora.

Creative: Teleflora’s ad will use humor to show what flowers in a box, rather than delivered already assembled in a bouquet, says about the sender.
Agency: The Fire Station, the company’s in-house agency.

Toyota Motor Sales USA

Buy: Two :30s, one in first quarter; one during halftime.

Creative: The first quarter spot will launch the 2009 Venza SUV. Toyota will air “Faces,” from Burrell which shows a man looking at his home and art collection, which then morphs into assets of the Venza. During halftime, a second spot, “Killer Heat,” from Saatchi & Saatchi, will demonstrate the Toyota Tundra “dramatic capabilities.” Toyota will extend its life online with a “making of” video on howstuffworks.com and www.youtube.com/user/ToyotaUSA.
Agency: Burrell Communications, Chicago; Publicis’ Saatchi & Saatchi, Los Angeles.

Universal Orlando Resort

Buy: One 30-second ad.

Creative: The NBC Universal resort is keeping things close to the vest, but promises it “will make theme park history with an inspiring commercial and an unprecedented offer.”
Agency: Independent David & Goliath, El Segundo, Calif.

NBC Universal’s Universal Pictures

Buy: The General Electric studio has purchased an as-yet-undisclosed amount of time during the broadcast.

Creative: A spokeswoman would not comment on what the studio would be promoting during the Super Bowl, but it’s expected Universal will promote “Land of the Lost,” an adventure movie based on the old kids’ TV show, and “Fast and Furious.”
Agency: In-house

Walt Disney Pictures/Pixar

Buy: Two :30 spots.

Creative: Will promote “Race to Witch Mountain” and Pixar’s “Up”.
Agency: In-house