Who’s Buying What in Super Bowl 2011

Who’s Buying What in Super Bowl 2011
Keep Up on Which Marketers Are Doing What in the Annual Gridiron Classic
by Brian Steinberg for AdAge

NEW YORK (AdAge.com) — With inventory for Super Bowl XLV all sold out, according to Fox, we expect more advertisers on the event’s roster to unveil their plans. This list won’t be final until just before the Super Bowl airs on Fox on Feb. 6, so check back often for updates.

Anheuser-Busch InBev
Buy: The brewer typically buys between three and a half and five minutes’ worth of commercials in the Super Bowl each year. Early indications call for eight 30-second ads, though even that remains undecided. As usual, expect Bud and Bud Lite to get the spotlight, though other brands to be used have not been determined yet, said a company spokesman.
Creative: Not determined
Agency: Anheuser typically taps work from a roster of different agencies, though Omnicom Group’s DDB, Chicago, often figures prominently in the mix.

Buy: Two 30-second spots
Creative: Bridgestone continues to sponsor the halftime show
Agency: The Richards Group

Buy: One 30-second ad in the third quarter
Creative: Not revealed yet, but expected to support a general appeal about the job-search experience
Agency: In-house

Buy: Two 30-second spots, one in the third quarter and one in the fourth quarter
Creative: The new ads will show how Cars.com “drives confidence” with expert and consumer vehicle reviews, helping car buyers pick the right car
Agency: Omnicom Group’s DDB Chicago

Buy: Not determined
Creative: Since rejoining the Super Bowl lineup in 2006, Coca-Cola has often sported at least two clever ads burnishing the reputation of its flagship drink, and sometimes throws some more inventory to promote one of its other beverages
Agency: Independent Wieden & Kennedy crafts ads for Coca-Cola; others work for other beverages

Buy: Not determined
Creative: Observers are wondering if the online brokerage firm will trout out “Baby Bob” for another round of humorous ads
Agency: WPP’s Grey

General Motors
Buy: Not determined
Creative: GM has lots to talk about, but has been extremely active behind Chevrolet as of late
Agency: Not determined

Buy: Two 30-second ads, plus one ad in the pre-game
Creative: The spots will feature not one, but two “GoDaddy girls” — reliable standby Danica Patrick and newcomer (and “Biggest Loser” star) Jillian Michaels
Agency: Produced in-house by GoDaddy Productions

HomeAway Inc.
Buy: One 30-second ad, set to air in the third quarter
Creative: The online vacation-home rentals company, whose entry in the 2010 Super Bowl marked its first time advertising in the event, is set to launch a new national campaign. Its ad will burnish the slogan, “Why Hotel When You Can HomeAway?” The ad will “highlght the benefits of vacation rentals over hotels.” In the 2010 Super Bowl ad, HomeAway drew attention by featuring Chevy Chase and Beverly D’Angelo in their roles from the 1980s movie “National Lampoon’s Vacation.”
Agency: Vendor of Austin, Texas

Buy: Not determined
Creative: The candy-maker has been wrestling with whether to put Super Bowl ads behind Snickers or M&Ms, according to a person familiar with the situation
Agency: Omnicom Group’s BBDO handles those two brands

PepsiCo’s Doritos
Buy: Three 30-second spots
Creative: Doritos is running its popular “Crash the Super Bowl” contest for the fifth year. This year, the contest has expanded to include sibling brand Pepsi Max. Consumers will select two spots, while PepsiCo execs select the third.
Agency: Omnicom Group’s Goodby Silverstein & Partners

PepsiCo’s PepsiMax
Buy: Three 30-second spots
Creative: Pepsi is taking a page from sibling brand Doritos’ playbook, joining its “Crash the Super Bowl” contest. Consumers will select two spots, while PepsiCo execs select the third.
Agency: Omnicom Group’s TBWAChiatDay

Buy: One spot of undetermined length
Creative: Last year, Skechers put the spotlight on Shape-ups, a toning footwear line that was popular with consumers. The spots featured testimonials from consumers and football legend Joe Montana.
Agency: To be determined