Super Bowl Ad Tracker: Everything We Know About 2016's Commercials - Adweek
Welcome to Adweek’s Super Bowl Ad Tracker for 2016, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.
Leading up to game day on Feb. 7, CBS is reportedly holding back a handful of 30-second spots, priced “north of $5 million a spot,” for brands hoping to make a late entrance into the Big Game. Overall, ad prices for this year’s game have been up about 11 percent compared to 2015.
Acura: Not seen during the Big Game since its 2012 spot starring Jerry Seinfeld, Acura confirmed it will return this year. The brand tapped Mullen Lowe L.A. to create the ad, while MediaVest is tasked with buying and Razorfish will handle digital responsibilities. No word on whether the brand will run a 30-second or 60-second spot, but the ad will run during the first quarter and will debut the new NSX supercar.
Buick: After sitting out in 2015, General Motors will make its return to the Super Bowl this year with an ad for Buick, according to Automotive News. The 30-second spot will be Buick’s first for the Big Game and will focus on the Cascada convertible.
Honda: Choosing to sit on the sidelines during last year’s game, Honda announced it will return for Super Bowl 50. The brand tapped longtime agency partner RPA (which created 2012’s Ferris Bueller reboot for the CR-V) to create the 60-second spot, which will run during the third quarter and focus on the 2017 Ridgeline pickup truck.
Hyundai: In its first year as an official NFL sponsor, the frequent Super Bowl advertiser will run two 30-second spots during the first half, one 60-second spot ahead of kickoff and an additional 60-second ad during the pregame show. Innocean Worldwide, Hyundai’s agency of record, will develop all of the new creative. The brand also tapped four all-star directors to create the spots: Peter Berg, Fredrik Bond, Aaron Stoller and Janusz Kaminski.
Kia: On the heels of the successful 2015 spot starring Pierce Brosnan, David&Goliath managing partner and chief digital officer Mike Geiger confirmed to Adweek that the agency will create another spot for the brand this year.
Avocados From Mexico: Following up on its surprise hit 2015 spot, “First Draft Ever,” which was also the brand’s first Super Bowl spot, Avocados From Mexico announced it would be back for another round in 2016. GSD&M will craft the ad again, and Havas Media will handle buying.
Budweiser: The cuddly puppy featured in two previous Super Bowl spots will not make a comeback for the Anheuser-Busch brand this year. The iconic Clydesdales, however, will make an appearance.
Butterfinger: Nestlé secured a professional sky diver to announce Butterfinger’s return to the Big Game after he safely completed a 12,000-foot jump. The candy brand, which ran its first Super Bowl spot in 2014 to promote its new Peanut Butter Cups, did not return in 2015. WPP’s Santo will create the new 30-second spot for the third quarter.
Doritos: This year marks the 10th and final year of the brand’s “Crash the Super Bowl” campaign. The PepsiCo brand will give contestants a chance to win $1 million and work with Man of Steel and 300 director Zack Snyder. The three finalists this year feature an expectant mother and a sonogram, three dogs hungry for Doritos and an avid Tinder swiper.
Skittles: After its popular spot from 2015 featuring two men arm wrestling for the last lemon-flavored candy, Skittles will return this year. DDB Chicago is once again tasked with creating the spot.
Snickers: On the heels of the highly successful Brady Bunch-themed ad from BBDO in New York starring Danny Trejo, parent company Mars confirmed Snickers will have another run during Super Bowl 50. BBDO will handle creative work again this year and has a lot to live up to, with the Brady Bunch spot being named by Adweek as one of 2015’s Ads of the Year.
Taco Bell: The fast-food chain will return to the Super Bowl after sitting out for two years with a 30-second spot by Deutsch L.A. To announce its return, the brand released a comically redacted press release offering sparse details about the spot and a mysterious new product.
Intuit: Finance and tax software creator Intuit will once again give up its 30-second Super Bowl spot to one of three small business finalists in its “Small Business, Big Game” competition. RPA will produce the winning spot for Chubbies Shorts, Death Wish Coffee or Vidler’s 5 & 10.
SunTrust Banks: This year, SunTrust Banks will run its first Super Bowl spot, created by New York agency StrawberryFrog. The brand believes its 30-second ad will fare well during the Big Game this year as Americans become more optimistic about their personal finances.
TurboTax: As parent company Intuit continues its small business competition, TurboTax will make its third consecutive Super Bowl appearance this year. Wieden + Kennedy will create the spot, titled “Genius,” following the brand’s “Boston Tea Party” ad from 2015.
Squarespace: Last year, Jeff Bridges made headlines for his role in the digital publishing platform’s second Super Bowl spot—he even helped create a 15-track meditation and sounds album for the campaign. Squarespace plans to return this year, tapping lead agency Anomaly to create the ad.
Wix: After making its Super Bowl debut last year with a star-studded cast including Terrell Owens and Brett Favre, the website development company decided to return in 2016. The Tel Aviv-based company selected DreamWorks Animation to produce the 30-second spot.
Colgate: The toothpaste brand will make its Super Bowl debut in 2016, with a 30-second spot titled “Save Water.” The ad, which will run at the two-minute warning break during the second half, will encourage people to turn the tap off while brushing their teeth in an effort to save water.
LG Electronics: Not only is the brand running its first Super Bowl spot in 2016, but it is also bringing back director Ridley Scott to the Big Game (though this time as a producer). The last time Scott participated in the event was when he created Apple’s legendary “1984” ad. RSA Productions will produce the 30-second spot, and Jake Scott will direct.
PayPal: Another Super Bowl first-timer, PayPal announced Crispin Porter + Bogusky will create its 45-second commercial for the first quarter.
GoDaddy: After pulling a controversial spot last year featuring a golden retriever puppy that gets sold and replacing it with a last-minute spot, Web domain company GoDaddy announced it will sit out Super Bowl 50. This will be the first time in 12 years the brand won’t have an ad on game day.
See anything we missed or got a tip on a Super Bowl ad, celebrity cameo or brewing controversy that’s not yet in the Super Bowl Ad Tracker? Drop an email to Adweek staff writer Katie Richards.
Source: Google News Super Bowl Commercials