Super Bowl 2015: The build-up

Marketing Week brings you everything you need to know leading up to the Super Bowl with the latest campaigns and news.

(30 January) Budweiser

Budweiser is looking to tap into the success of its last Super Bowl campaign by continuing its puppy push.

The Clydesdale horses and golden retriever return in Budweiser’s 60-second Anomaly-created “Lost Dog” spot, which is a sequel to last year’s “Puppy Love”.

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(30 January) GoDaddy

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After receiving criticism following the launch of “Journey Home”, the company’s Super Bowl spot that looked to mock Budweiser’s puppy advertising by depicting a golden retriever being sold on the internet, the company has pulled the ad from the Super Bowl lineup as well as its YouTube page and says it has plans to replace it.

CEO Blake Irving said: “People increasingly know who we are, what we do and who we do it for. At the end of the day, our purpose at GoDaddy is to help small businesses around the world build a successful online presence. We hoped our ad would increase awareness of that cause. However, we underestimated the emotional response. And we heard that loud and clear.”

The move has sparked a debate: was this a mistake by GoDaddy, or an effective PR stunt?

(30 January) Always

Procter & Gamble’s feminine care brand Always will appear in the big game for the first time with #LikeAGirl, a 60-second spot which was first launched online in June as a three minute video and has since garnered over 54 million views.

The ad, which is an effort to “spark a social change that redefines the meaning of like a girl”, according to the brand, marks the debut of feminine products in the Super Bowl.

(27 January) McDonald’s

The brand is creating buzz for it’s 60-second Super Bowl spot through a teaser which suggests the restaurant will be “randomly accepting a new form of payment” in February.

The Leo Burnett-created ad will follow the revamp of the chain’s “I’m lovin’ it” tagline which kicked off with two spots, “Archenemies” and “Signs”.

https://www.youtube.com/watch?v=LnBAp_G3SyA

(27 January) Coca-Cola

The cola brand had been hush-hush about its big game plans until the release of three teasers and four web videos promoting the hashtag #MakeItHappy which suggest the company will focus on “injecting happiness into the Internet” as a continuation of its Open Happiness campaign.

Jennifer Healan, Coca-Cola’s group director of integrated marketing content, said: “Our goal is to inspire America to become a collective force for positivity.”

The Wieden & Kennedy-created spot will air during the first quarter of the game, but the brand has release seven pieces of content ahead of the game, including four vignettes which “feature personal stories of online negativity from teens and adults who have experienced it up close, including Danica Patrick, Michael Sam and Kid President”, according to the brand.

(27 January) Kia

The car company will return to the Super Bowl for the sixth consecutive year with the already launched 60-second spot titled “Unexpected” which stars Pierce Brosnan in an effort to promote the new Kia Sorento.

The ad will air in the third quarter of the game.

(27 January) Mercedes-Benz

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After the launch of a teaser for its 2015 “Fable” Super Bowl ad during the NFL Conference Championships, the automaker has released its big game spot, which is a modern take on the classic story of the Tortoise and the Hare.

The ad will air during the fourth quarter of the game.

(26 January) Toyota

After an announcement that a Saatchi & Saatchi-created spot titled “How I Am” starring Amy Purdy, US Paralympic Team snowboarder and Team Toyota athlete, will air during the first quarter of the game, the automaker has released a second commercial which looks to celebrate dads.

The move, which is part of Toyota’s wider Toyota Camry campaign titled “One Bad Choice Leads to Another”, comes as fellow Super Bowl contenders Dove and Nissan also look to focus on fatherhood in their ads.

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(26 January) Nationwide

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In its first Super Bowl push since 2007, Nationwide will air a 45-second ad starring Mindy Kaling during the second quarter of the game.

The brand has launched a teaser for the ad, which is part of the “Join the Nation” customer service campaign, that shows Kaling acting as if she is invisible in an effort to ad humour to the commercial and create buzz leading up to the game.

(26 January) Weight Watchers

A Wieden & Kennedy ad for the brand will push a weight loss message during the game.

During an event which is usually associated with unhealthy foods, the brand will likely be looking to target consumers feeling a bit heavy after indulging on wings, pizza and beer.

(23 January) Victoria’s Secret

Ahead of its first return to the game since 2008, the lingerie company has launched a teaser titled “Don’t Drop The Ball” which shows its “Angels” playing football.

The brand is set to air a 30-second spot, created in-house, in the fourth quarter of the game as part of its Valentine’s Day marketing push. The ad will star Victoria’s Secret models including Candice Swanepoel, Alessandra Ambrosio and Adriana Lima.

(23 January) Skittles

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After announcing it would push its Skittles brand for the first time during the game, Mars has released a second teaser showing people in a small town who all have one arm that’s more muscular than the other. The teaser, titled “It Will Be Settled”, doesn’t give much away about the 30-second DDB-created spot to be aired during the game, but promotes the hashtag #SettleIt and suggests no celebrities will be involved.

The brand has no plans to release the full ad early, according to the company.

(23 January) Snickers

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A teaser, set up as a special episode of The Brady Bunch, promotes Snickers return to the Super Bowl for the first time since 2011.

It appears that the 30-second spot, which will continue the “You’re Not You When You’re Hungry” campaign, will be focused on Marcia Brady, played by action movie star Danny Trejo when she’s hungry.

The brand has promised to release the ad early if the teaser generates two and a half million views on YouTube, Facebook or Twitter likes, comments, shares or retweets.

(21 January) Dove

Dove is returning to the Super Bowl for the first time since 2010 with #RealStrength, a campaign which promotes its Dove Men+Care range by celebrating dads.

The Unilever-owned brand launched the emotional 60-second ad online with the tagline “Care makes a man s+ronger” and is inviting consumers to share stories of what makes them stronger with hashtag #RealStrength.

The spot is based on data from the brand which suggests that 90% of men around the world say that their caring side is part of their masculinity and strength.

(19 January) YouTube

YouTube has announced plans to air its own halftime show during the game, which will be hosted by the leader of EpicMealTime, Harley Morensteinby, and will feature viral stars, musical performances, stunts and fake Super Bowl ads.

The move is part of an effort for the site to promote its own video advertising as it competes with rivals Facebook and Twitter.

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(19 January) Bud Light

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After announcing that BBDO will continue its “Up For Whatever” Bud Light campaign with a new ad in the game titled “Coin”, AB InBev released a 15-second teaser for the spot which hints that the ad will turn a night out into a life-size Pac Man game.

(19 January) Mercedes-Benz

After ducking out of Super Bowl advertising last year, Mercedes-Benz launched a teaser for its 2015 “Big Race” Super Bowl ad during the NFL Conference Championships this weekend (18 January).

The video shows NFL legend Jerry Rice debate with 8-year-old Andrew Hunter about who will win The Big Race on game day – the Tortoise or the Hare – as the automaker looks to use the classic story in its Super Bowl ad, which is set the air during the fourth quarter of the game.

(16 January) BMW

After ducking out of Super Bowl advertising for four years, BMW will push a 60-second ad created by KBS during the first quarter to promote its all-electric BMW i3.

Other automakers that have bought Super Bowl ads for 2015 are Lexus, Nissan, Toyota, Kia and Mercedes.

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(15 Jan) Lexus

After making its first appearance at the Super Bowl in 2012, auto company Lexus has released a 30-second spot which is set to air during the first half of the game.

The ad, titled “Make some noise”, was created by agency Walton Isaacson and promotes the Lexus NX.

(13 Jan) Newcastle Brown Ale

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After already launching an attempt to yet again ambush Super Bowl advertising with a video that spoofed the Doritos “Crash the Super Bowl” contest, the brand has teamed up with Parks and Recreation star Aubrey Plaza to try and convince other small brands to go in on a Super Bowl ad together.

The “Newcastle Brown Ale’s Band of Brands” asks other companies that can’t afford a Super Bowl ad to “chip in” on creating a spot together. As Plaza says, “Football’s a team sport. Now advertising is too.”

(13 Jan) Jurassic World

According to a leaked memo from Toys R Us, a trailer for Jurassic World, the much-awaited fourth Jurassic Park movie, will run during the Super Bowl prior to the film’s release on 12 June. However, the movie trailer lineup is likely to change leading up to the game.

Universal released the trailer on YouTube in November.

(13 Jan) Avocados from Mexico

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A 30-second spot will air for the fresh produce brand at the end of the first quarter as part of a larger brand campaign to promote guacamole.

The effort will include a digital push called “No Guac, No Game” starring Mario Lopez and wife Courtney.

(13 Jan) McDonald’s

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After the recent refresh of the “I’m lovin’ it” tagline with the launch of the “Archenemies” and “Signs” ad campaigns, the brand will appear in the Super Bowl with a spot that will continue the same messaging.

The 60-second ad is expected to come from Leo Burnett, the creator of Archenemies.

(9 Jan) Carnival Corp

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The 60-second BBDO-created spot will be voted by consumers out of four videos as part of a contest launched in December in which entrants gain the chance of winning a yearly cruise for life.

The four final spots are titled “Getaway”, “Cruise Virgin”, “Message in a Bottle” and “Mystery Spot”.

The ad will be a Super Bowl first for the company, which owns brands such as Princess Cruises, Cunard, Holland America Line, Costa Cruises and Seabourn.

(9 Jan) Kia

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The car company returns to the Super Bowl for the sixth consecutive year with a spot promoting the new Kia Sorento.

Kia is the latest to tap into the trend of using celebrities in Super Bowl campaigns with an ad that will star Pierce Brosnan and is set to take place at a talent agency.

(9 Jan) Nissan

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The company will push “fewer yet bigger moments” messaging with its first ad at the Super Bowl since 1997, set to air for 60 seconds.

The spot will be created by TBWA/Chiat/Day Los Angeles.

(8 Jan) Newcastle Brown Ale

Newcastle Brown Ale is yet again looking to ambush Super Bowl advertising through a video mocking the Doritos “Crash the Super Bowl” contest after the success of its spoof “Huge Sports Match” ad in 2014.

The video, created by Droga5, disguises an ad for the beer as an ad for the chip brand in a parody entry to Doritos’ video contest.

The brand said in a statement: “We do love snack chips, after all, and we’re taking a shot at getting our ad aired during the Giant Sports Showdown for free!”

(8 Jan) Wix.com

The web development platform, which launched in 2006, will push awareness of the brand in the US through its first Super Bowl spot.

The 30-second commercial will air in the fourth quarter and target small business owners by featuring former NFL players including Brett Favre, Terrell Owens and Emmitt Smith, each of whom has moved on to became an entrepreneur in a humorous venture.

Wix will create websites for each of the athletes, such as a clip showcasing Owens’ pie company, in the build-up to the game, while all creative will go on an interactive online site.

The spot is part of the #ItsThatEasy campaign created by Committee L.A, Jeff Huggins and Andrea Janetos which pushes the message that website creation can be simple.

(8 Jan) GoDaddy

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The 30-second spot titled “Journey Home”, featuring Nascar star Danica Patrick, will put the web-hosting company in the Super Bowl for the 11th consecutive year.

Patrick’s co-star will be a puppy named Buddy, named through an interactive social media campaign in December.

(8 Jan) Toyota

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The brand will return to the game for the third consecutive year with a spot, created by Saatchi & Saatchi Los Angeles, that promotes the new Toyota Camry. The commercial will star Amy Purdy, US Paralympic Team snowboarder and Team Toyota athlete.

(7 Jan) Pepsi

The brand will sponsor the halftime show, which stars Katy Perry, with a 30-second spot leading into the performance in the same style as last year.

Pepsi also held a promotion titled “Hype Your Hometown” which encouraged fans to submit photos and videos showing how they would “Get Hyped For Halftime”. The 25 winners from the same hometown will have a place on the field in front of Perry during the show.

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(7 Jan) Budweiser and Bud Light (AB InBev)

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AB InBev is set to air three and a half minutes during the game, with two spots for its Budweiser beer brand and one for Bud Light.

The Clydesdale horses will return in Budweiser’s 60-second Anomaly-created “Lost Dog” spot, which is a sequel to last year’s “Puppy Love” and will once again star a puppy and be directed by Jake Scott.

Meanwhile, BBDO will continue the “Up For Whatever” Bud Light campaign with “Coin”, which will promote new packaging by showing a night out that turns into a life-size Pac Man game.

(7 Jan) Doritos

The public will decide which two 30-second Doritos ads will air during the Super Bowl by voting between entries submitted by film-makers from the UK, Australia, Canada and the US as part of the brand’s ninth annual “Crash the Super Bowl” contest.

The main prize also offers $1m (£656,000) as well as the chance to work as a contractor for a year at Universal Pictures in Hollywood.

The UK “angler” spot comes from film director James Bedford.

(7 Jan) Snickers (Mars Inc.)

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Snickers will return to the Super Bowl for the first time since 2011 with a 30-second spot that will continue the “You’re Not You When You’re Hungry” campaign.

The brand confirmed that the ad, from agency BBDO, will not bring back Betty White, who appeared in the popular 2010 spot.

(7 Jan) Skittles (Mars Inc.)

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Mars will also push its Skittles brand for the first during the match with a 30-second ad created by DDB Chicago in the first half of the game.

The brand launched a teaser campaign showing NFL quarterback Kurt Warner in a Skittles tailgate party in the University of Phoenix Stadium parking lot weeks before the game with the tagline: “Super Bowl XLIX is about to get awesomer.”

(7 Jan) TurboTax

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TurboTax will return to the Super Bowl for the second time with a 60-second spot during the game’s first quarter, created by Wieden & Kennedy.

The new ad replicates the message from last year’s “Love Hurts” which suggested that taxes don’t need to be complicated. The ad saw a strong return, according to the brand.

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