03:21 The clock has wound down, so a final word on what we’ve seen tonight: a lot of celebrities, much less by way of serious social messages than last year and a focus on fun over deeper emotions. We wonder if that might have been the wrong strategy for a lot of brands, though – will many of these spots be remembered after tonight or trigger the kind of buying intent brands need? Marketers will only know when they look back at the next few weeks’ sales figures.
That’s it from us. We hope you’ve enjoyed it.
03:03 Just three minutes left on the game clock and Denver look like they’ve put the result beyond Carolina. Meanwhile, #puppymonkeybaby is (finally, thankfully) dropping down the trending topics list on Twitter, with Christopher Walken surging in the other direction thanks to this: the Walken closet, on behalf of car maker Kia. I wonder how many times the agency tried to pitch that idea before it finally landed.
02:57 It’s late in the game and the scores are still tight at Denver 16-10 Carolina, so the praise T-Mobile is getting on Twitter for this ad featuring rapper Drake will presumably also be resonating with a big TV audience.
02:33 A more seriously serious ad, starring Helen Mirren for Budweiser. Just as Heineken has done in the UK recently, Bud is adopting a message of moderation, using Mirren’s famous forthrightness to shame people who drink and drive.
02:18 I was about to comment on how few Super Bowl ads this year have gone out to push a serious message, but after one ad about constipation, now there’s one about diarrhea, so I stand corrected. This one from irritable bowel syndrome medication Xifaxan features an anthropomorphic intestine. Which I never thought I’d say.
02:07 That data is changing on a real-time basis, by the way.
01:59 The game is under way again, so naturally we’re getting our heads into the social media data. Analysis by ispot.tv claims that this spot for Hyundai’s Genesis car model has received greatest share of voice – online at least – registering 13.9% in the past 24 hours. Mountain Dew’s ad is second, though with about half Hyundai’s $9.2m spend, as estimated by ispot.tv. Hyundai also takes fourth place in the list for another TV spot.
01:42 Chris Martin and Beyonce are singing all of the songs at once, apparently – a mash-up/medley of various Super Bowl half-time highlights from throughout the years. Oh, brought to you by Pepsi.
01:25 It’s half-time in the Big Game. Coldplay is coming up next to perform the half-time show. Marketing Week is going to dim the lights and sit in silent recuperation after the mental trauma of #puppymonkeybaby.
01:20 Coca-Cola is on the comic book franchise bandwagon, with this Super Bowl ad promoting its mini cans.
— Coca-Cola (@CocaCola) February 8, 2016
00:59 A battle of the beers is going on, around this Bud Light ad, starring comedians Seth Rogen and Amy Schumer.
Rival lager brand Pabst Blue Ribbon shot back with this tweet of Seth Rogen opening one of its cans.
Before he was paid to join a party… pic.twitter.com/X2ldX4isiI
— Pabst Blue Ribbon (@PabstBlueRibbon) February 8, 2016
00:34 I don’t really know what to say about this. It’s a #puppymonkeybaby. It’s advertising Mountain Dew. It’s weird.
00:19 This film trailer for Marvel’s Captain America: Civil War has captured Super Bowl viewers’ attentions, complete with #TeamCap emojis on Twitter.
— Caitlin (@DesperateTrench) February 8, 2016
00:08 The first touchdown! A defensive turnover by Denver after a contentious ‘incomplete’ call against the Carolina Panthers. A lot of fans are angry.
00:03 For an in-depth look at what’s important to brands at the Big Game tonight – rather than my ex tempore ramblings – take a look at the analysis we posted earlier this week.
23:56: And here’s the reason for that, by the way.
23:51 Here’s the proof in case you don’t believe me. Yes, that’s a picture of an avocado.
23:45 And the brand currently winning on Twitter, according to social media platform Postano, is…Mexican avocados. Go figure. Pepsi’s second.
23:39 The game kicks off! Which can only mean one thing: time to start writing about marketing!
23:35 The referee is called Clete. This could not be more American.
23:34 Ok, good, #SuperBowl has overtaken #WarAndPeace in London. The football fans have woken up.
23:32 An air force fly-past, a military choir, a montage: no-one does patriotism like America.
A surprisingly conventional performance of the Star Spangled Banner by Lady Gaga – dressed in a muted red glitter suit as opposed to, well, police tape.
23:20 Welcome to Marketing Week’s live blog of Super Bowl 50, kicking off along with the game in the next few moments. The players are just taking to the field and Twitter has fired up its #SuperBowl hashtag. Strangely, #WarAndPeace is trending top in London at this point, however. Should we have planned a liveblog of TV novel adaptations instead?