2013 Super Bowl Ads: Everything We Know
These are the companies that shelled out $3.8 million for each 30-second time slot that will play to 111 million people.
The Budweiser parent company has a lot planned as the Super Bowl’s exclusive beer advertiser. In fact, hip hop legend Jay-Z will appear in a spot that he actually did some of the creative work on for Black Crown. This isn’t a huge surprise considering that A-B dumped McGarry Bowen on its Bud Light accounts in favor of Translation, which is run by Jay-Z’s friend Steve Stoute. Last year, Anheuser-Busch InBev had four minutes and thirty seconds worth of ads.
Audi of America (VW):
All we know so far is that Audi bought a 60-second commercial that will be made by agency Venables, Bell and Partners. The shop was also responsible for the car company’s vampire-inspired spot last year. After the vampires were killed by the S7’s LED headlights, the ad ended with the hashtag #SoLongVampires. So expect a social component this year, too.
Axe is another newcomer to the Super Bowl this year. BBH London will create a 30-second spot in a TBD quarter. Although Axe has relied heavily on risqueé ads in which women jump men after one spritz of body spray, it has recently produced more complex work. It got attention for a spot in which Keifer Sutherland laments the one that got away. The press release reminds fans to follow Axe on Facebook and Twitter for more updates.
In Super Bowls past, Best Buy has used big-name celebrities like Ozzie Osbourne and Justin Bieber, and tech innovators like Instagram’s Kevin Systrom, so it’s hard to know what’s in store for us this year. One thing we do know is that the 30-second spot will be created by Crispin Porter + Bogusky.
When a second head protruded out of a customer’s neck and starting singing a song in last year’s Super Bowl ad, some viewers were confused and disturbed. Cars.com might take a different route in this year’s 30-second spot. The advertiser dumped DDB in May, so McGarryBowen will take the lead on the commercial.
The real estate company will be returning to the Super Bowl for a second time with a 30-second spot that will premiere in the game’s third quarter, shortly after the half time show. According to Century 21, the Red Tettemer and Partners’ created spot will be “telling the story of the brand’s greatest asset, our agents!”
The Super Bowl veteran bought three 30-second spots that will air throughout the game. Although the company’s interactive polar bear ad campaign was successful in 2012, and helped grow Coke’s Twitter following by 38 percent during the four-hour game, according to the Examiner, “Coca-Cola has killed off the bears from their three new 30-second commercials. Nobody tell the global warmists.” Wieden + Kennedy will do the creative.
This is the seventh consecutive time that Doritos asked fans to create their own Super Bowl ad in its “Crash the Super Bowl” contest. The winner, which will be determined by USA Today’s Ad Meter poll, will be able to work with Michael Bay on the next “Transformers” movie. According to Ad Age, Goodby Silverstein and Partners also helps out with the process.
Lincoln bought its first-ever Super Bowl spot this year and created its very own WPP agency (called HudsonRouge) to go along with it. The 60-second spot has been teased as “very social.” So social, in fact, that the car company is asking fans to write the script of the spot via Twitter.
Chrysler marketing chief Olivier Francois release five overtly sexual Fiat ads that he said could be worked into its 30-second Super Bowl spot. Options include an ad of women changing in the back of a car, people making out, and supermodel Catrinel Menghia (who starred in its “Seduction” Super Bowl spot in 2012) in a bikini with a scorpion crawling on her back. The tag line: “Small, wicked… and now topless.” The Richards Group developed last year’s spot.
The clothing company announced its plans for its first-ever Super Bowl spot in October. DeVito/Verdi is making the 30-second, third quarter spot. The New York Times reports, “Gildan will try that are a pair of initiatives on Facebook, including one that will let people insert photos of themselves or their friends in a scene of the commercial, paid search ads, banner ads and preroll ads that appear before online videos.”
Headline-loving Go Daddy has been very vocal about its Super Bowl process. First it was publicly waffling over whether or not it would keep on Deutsch NY as its agency (in an effort to clean up its salacious reputation, the dot com is using an agency for its Super Bowl spot). Then it was teasing whether or not Go Daddy Girl Danica Patrick has a place in its new ad (she does). Go Daddy bought two 30-second spots.
The day after GM officially announced that it would be steering clear of the Super Bowl, Hyundai released a statement that it wouldn’t miss the event. The company’s internal shop Innocean will create the spot(s).
Kia’s buying a Super Bowl spot for its fourth year in a row. David & Goliath created past Super Bowl ads, including last year’s which starred Adriana Lima.
After M&M’s successfully debuted Ms. Brown in its first-ever Super Bowl spot last year, the company knew it had to go for another round in 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.” The first quarter, 30-second spot will be created by BBDO.
The luxury car brand is returning to the Super Bowl with an ad starring Kate Upton and Usher. A photo has already been released of Upton looking glamorous on set. Even though the model is known for her bikini-body, Mercedes CEO Steve Cannon told BI that she will not be used as a sex object in the spot. Merkley Partners made the fourth quarter spot.
Oreo (Mondelez International):
When Mondelez International was created to take over the snack division at Kraft, the company decided to shake things up agency and strategy-wise. Thus, Oreo is having its first-ever Super Bowl ad this year. Even though DraftFCB did impressive work for Oreo’s 100th anniversary this year, Oreo gave the task of creating its 30-second, first quarter spot to Wieden + Kennedy. DraftFCB will regain some AOR duties after the game.
On top of its sponsored half time show, starring Beyonce, Pepsi will unveil new commercials for its main soda and Pepsi Max. Beyonce is expected to star in a commercial as well. TBWA/Chiat/Day has made its Super Bowl ads in the past.
Samsung is presumably back to its Apple-bashing ways with a spot in this year’s Super Bowl. While we don’t know specifics, 72andSunny has been doing brilliant creative for the company and was responsible for last year’s 90-second sensation. Let’s just hope this spot isn’t about parents sexting.
Even though Skechers’ Super Bowl spot last year provoked outrage from animal rights activists for glorifying “cruel” greyhound racing, it looks like the shoe company is back in the game with its adorable star: a French Bull named Mr. Quiggly. The dog, which replaced Kim Kardashian, helped catapult last year’s ad to a viral success, so Skechers president Michael Greenberg made sure it was known that “we already have Mr. Quiggly booked and back in training for his triumphant return. We’re aiming for the No. 1 Super Bowl commercial this time.”
This Israeli company that turns water into seltzer with the touch of a button caught the world’s attention when the UK banned its ad for being too mean to its soda competitors. Of course, that made the spot — which shows Coke cans exploding whenever the SodaStream button is pushed — go viral. The original spot, created by Common and ad legend Alex Bogusky (who notoriously hates Coca Cola), will be revamped for a 30-second Super Bowl spot in the fourth quarter, alongside its Coke and Pepsi competitors. According to Ad Age, however, “the agency and Mr. Bogusky are not involved in reworking it.”
We don’t know how long it’s going to be, what model it’s for, or what quarter it’s going to be in, but Volkswagen will definitely be buying a Super Bowl spot. Oh, and when Business Insider visited Deutsch LA’s office in November, the creatives let us in on another absolute: after last year’s viral success with both comically obese and musically talented dogs, this year will officially be pooch-free. While other members of the animal kingdom are fair game, we’re guessing that this will be VW’s year of the celebrity.
Read more at: Businessinsider.com