Intel, Snickers and Skittles gear up for the Super Bowl

With the Super Bowl just over two weeks away, brands like Skittles, Snickers and Intel are gearing up for advertising’s most coveted spot.

Across the pond, the Super Bowl is as much about the advertising as it is about the actual game. And it’s clear why advertisers would be interested in showing off their wares – 112 million people tuned in to watch the Super Bowl on TV last year, while 1.4 million watched via digital platforms.

Getting a coveted slot during the ad breaks does not come cheap. According to Forbes, a 30-second spot during last year’s game cost marketers an eye-watering $5m (£4.1m). That’s up from $4.5m (£3.7m) in 2015, and it’s a 66.6% increase from what the price was just six years ago.

But today’s brands can’t simply show the ad on TV – the digital activity is equally as important to engage the masses. As a result, trailers are released on social media months in advance to build anticipation.

Last week, Intel was quick off the mark with its Super Bowl teaser ad, featuring New England Patriots quarterback Tom Brady. The ad looks to convince viewers how “epic” people’s lives could be if they added a little slow-motion and mood music.

Meanwhile, Snickers announced it has signed up Star Wars actor Adam Driver to front its Super Bowl campaign. This marks the third consecutive Super Bowl appearance for Snickers’ “You’re Not You When You’re Hungry” campaign and the brand’s fifth appearance overall. Last year’s ad featured Willem Dafoe dressed as a hungry Marilyn Monroe.

In a statement, brand director Allison Miazga-Bedrick said: “Partnering with one of Hollywood’s most popular actors is just one way we’ll continue to raise the bar to deliver amazing Super Bowl spots. We know our fans are hungry for more, and we have plans that are sure to satisfy before, during and after the game.”

Sweet brand Skittles, meanwhile, has decided to ditch celebrities. It will instead focus on its long-running “Taste the Rainbow” tagline and is taking a more mysterious route in 2017 by posting a tweet telling viewers what not to expect from its Super Bowl ad. The ad will apparently be free of owls and “your own face staring back at you.” Your guess is as good as ours.

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  • Natalie 16 Jan 2017 at 8:49 pm

    Watching these ads are one of the best parts of watching it the very iconic Super Bowl game, and all three of these companies really are taking a different take on their marketing this Super Bowl season.

    I really enjoyed the Intel ad teaser because it was creative and humorous. They took simple simple actions we do everyday that may seem boring and made them 10 times cooler with slow motion and intense music. Plus, by using Tom Brady as the actor doing these simple actions, they make viewers feel as if their lives can be just as epic as he is (I think everyone would sign up for that).

    The Snickers ad teaser was probably one of my favorites because they take two very famous celebrities and put them together, ultimately hitting a very broad audience. Who wouldn’t know of the iconic scene of Marilyn Monroe holding her skirt down!? (Apparently not the employee working the fan.)

    Lastly, I appreciated the sarcastic humor of the Skittles ad, because they are 1) sticking with the classic “taste the rainbow” slogan that so many people know and love and 2) they are poking fun at the fact that sooo many companies during the Super Bowl try to make their advertisements crazily unique and different. They prove the point that you don’t need to go crazy to get the point across, and it’s nice to stick to the classics once in a while. (Maybe GoDaddy for their 2013 Super Bowl ad should’ve taken this into consideration.)

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