Anheuser-Busch InBev Buy: The company is keeping mum at present, but last year purchased four minutes and 30 seconds' worth of air time, and has been known to stay at around those levels year after year. Creative: The company has not yet revealed its Super Bowl plans. Agency: Omnicom Group's DDB, Chicago |
Audi of America Buy: One 60-second spot to air in the fourth quarter of the game. Creative: The company will promote its Audi A3 TDI, which it touts as the "Green Car of the Year." Rock group Cheap Trick will "reinterpret" one of their popular songs for the ad. Agency: Venables, Bell & Partners, San Francisco |
Boost Mobile Buy: One 30-second spot. Creative: The ad will reprise the popular "Super Bowl Shuffle" once performed by the 1985 Chicago Bears. On hand in the ad will be "original" shufflers Mike Singletary, Jim McMahon, Willie Gault, Otis Wilson, Richard Dent, Steve Fuller and Maury Buford. Legendary coach Mike Ditka makes a special cameo appearance in the spot. Agency: 180 Los Angeles |
Bridgestone Buy: Will sponsor the game's halftime show once again (this year's festivities include an appearance by The Who). As part of its sponsorship, Bridgestone gets two 30-second spots. One 30-second spot will appear in first quarter and the other will appear in the second break of the third quarter. Creative: Showcasing the performance of Bridgestone Tires with humor and the element of surprise. Agency: Richards Group, Dallas. |
Cars.com Buy: One 60-second ad in the first half of the game. This will mark Cars.com's third consecutive appearance as a Super Bowl advertiser. Creative: The company said its ad will discuss how Cars.com gives shoppers the confidence they need as they prepare to head to the dealership to buy a car. Agency: Omnicom Group's DDB, Chicago |
Careerbuilder Buy: One spot in the second quarter. Creative: Careerbuilder is encouraging Super Bowl ad fans to vote on consumer-created commercials as part of a "Hire My TV Ad" contest. The effort has narrowed down to two finalists, but only one will get their spot on during the big game. Agency: N/A |
Chrysler's Dodge Buy: One 60-second ad. Dodge is the only U.S. automaker to date to announce plans to advertise in the Super Bowl. Creative: A company official said the ad will send "a message of irreverence." Agency: Independent Wieden & Kennedy |
Coca-Cola Buy: The beverage giant has bought Super Bowl ad time but declined to elaborate how many spots it will have. In 2009, Coke advertised both Coke Zero and its flagship drink. Creative: The company has not yet revealed its Super Bowl plans. Agency: Wieden & Kennedy for flagship Coca-Cola; Crispin Porter & Bogusky for Coke Zero. |
Denny's Buy: One spot, in a quarter still to be determined. Creative: The company is considering a giveaway similar to last year's Grand Slam breakfast freebie, which brought more than 2 million consumers to its restaurants on Feb. 3. Denny's will supplement the 2010 event with significant social and digital media. Agency: Omnicom Group's Goodby, Silverstein & Partners, San Francisco. |
Diamond Foods' Pop-Secret Buy: One 30-second spot in the fourth quarter for the popcorn, which makes its first appearance in a Super Bowl. Creative: Diamond Foods is re-launching Pop-Secret as the perfect accompaniment to a family movie night at home. An ad campaign launched last week and expected to build up to the Super Bowl depicts Pop-Secret as a family of movie-loving corn kernels liable to get worked up over impressions and pop. Agency: Omnicom Group's Goodby, Silverstein & Partners, San Francisco. |
Dockers Buy: One 30-second ad in the second quarter. Creative: The company will try to refocus attention on its popular khaki pants. Agency: Interpublic Group of Cos.' DraftFCB |
Doritos (part of PepsiCo's Frito-Lay) Buy: Three 30-second spots, in quarters to be determined. Frito has picked up last-minute spots for each of the last two years, in 2008 for Cheetos, and adding a second Doritos spot days before the 2009 game. The company said there are no plans to add Super Bowl media in 2010. Creative: Once again, the company is sponsoring a "Crash the Super Bowl" contest, offering cash prizes to amateur ad makers who can create spots that garner top reaction from USA Today's annual Super Bowl ad poll. Agency: Omnicom Group's Goodby, Silverstein & Partners, San Francisco. |
Dr Pepper Snapple Group Buy: For its first-ever Super Bowl buy (the drink has appeared in the game once before, but not as part of a paid ad purchase), Dr Pepper has purchased a 30-second spot to run during the second quarter. The spot will promote the brand's Dr Pepper Cherry line extension, which launched in March 2009. Creative: Gene Simmons will make a second appearance in the brand's "Trust Me, I'm a Dr" series as "Dr. Love." For the spot, he will be joined by Paul Stanley and the rest of his Kiss bandmates. According to the company, the group will describe the drink's "uniquely smooth taste, achieved with a 'kiss' of cherry flavor." Agency: Interpublic Group of Cos.' Deutsch, Los Angeles |
E-Trade Buy: One 30-second spot Creative: In the past, the online trading and investment firm has featured ads that use a talking baby who typically says something or does something a little off color. Agency: WPP's Grey, New York |
Electronic Arts Buy: At least one spot. Creative: The company has not yet revealed its Super Bowl plans. Agency: Wieden & Kennedy, Portland, Ore. |
Focus on the Family Buy: One 30-second spot; the organization will not divulge at present when in the game the spot is expected to air. Creative: The Christian family-support organization will use college-football star Tim Tebow, and his mother, Pam, to deliver a message that highlights how the group supports families Agency: In-house, in conjunction with production firm Vidano Films |
GoDaddy.com Buy: Two 30-second ads, one in the first quarter and one in the fourth quarter Creative: Ads will feature "GoDaddy Girl" Danica Patrick Agency: GoDaddy Productions (in-house) |
HomeAway Buy: This Austin, Texas, based online vacation-rentals listings services is a Super Bowl newcomer and will run one 30-second ad. Creative: Ad will feature Chevy Chase and Beverly D'Angelo reprising their roles as Mr. and Mrs. Clark Griswold from the popular "National Lampoon's Vacation" movies. Agency: Publicis Groupe's Publicis in the West |
Honda Buy: One 30-second spot in the second half of the game. Creative: Ad's focus will be on the launch of an entirely new model, the Accord Crosstour, a wagon-sedan crossover. Agency: Independent RPA of Santa Monica, Calif. |
Hyundai Buy: A pair of 30-second spots in game; one will run one in the second quarter and one in the third quarter. Plus two 5-second billboards Creative: As name sponsor of "The Hyundai Pre-Kick Show," there will be programming 20 minutes before the kickoff by announcers at the stadium; the automaker will have three 30-second ads. Agency: Innocean Worldwide Americas, Irvine, Calif. |
Kia Buy: One 30-second spot in third quarter. Creative: Ad will debut the new 2011-model Sorento crossover, the first Kia built at the company's new plant in Georgia. Agency: David & Goliath, Los Angeles |
kgb Buy: One 30-second spot, set to air during the third quarter. Creative: While the actual content will be divulged later, kgb's ad will focus on its '542542' text-answer service as a way to get information by querying "special agents" rather than having to sift through voluminous search results. Agency: Brooklyn Brothers |
Mars Buy: A spokesman for the company's chocolate division confirms Mars has purchased some time in the Super Bowl, but won't offer any specifics or discuss which brands might be advertised. Creative: Snickers might be one product under consideration to showcase, according to those close to the marketer. Agency: Depends on brand selected, but Omnicom Group's BBDO, New York handles chocolate brands Snickers and M&Ms. |
Monster Buy: One spot in the game. Creative: Monster has already promoted its efforts to help find a "NFL Director of Fandemonium" via a contest that sends the winner to the Super Bowl. Agency: Omnicom Group's BBDO, New York. |
Motorola Buy: Motorola has purchased at least one ad, according to people familiar with the situation, though a company spokeswoman declines to comment. Creative: The company has not yet revealed its Super Bowl plans, but it is the maker of the handset for the new Droid smartphone being sold by Verizon Wireless. Agency: WPP's Ogilvy Worldwide |
NFL Buy: Two spots, one 30 and one 60 Creative: n/a Agency: Grey |
Teleflora Buy: After making its debut in 2009's Super Bowl, Teleflora has plans for a new ad in 2010, according to a spokeswoman. Creative: Last year the flower delivery company's ad featured snarky talking flowers to show how flowers in a box differ from those already assembled in a bouquet. Agency: Last year's spot was produced by in house agency Fire Station. |
TRUTV Buy: One 30 second spot in the 2nd quarter Creative: The Time Warner cable network will put the spotlight on "Full Contact," a show that takes viewers behind the scenes of the NFL. The appearance marks the first time the network, which was previously known as Court TV, will be in the bowl. And it also breaks with tradition: Most broadcast networks don't like to air ads from cable competitors, and usually insist on ads not mentioning time and date of a show's run. Agency: Grey |
U.S. Census Bureau Buy: One 30-second spot in third quarter Creative: Not announced yet, but the ad will be part of a new campaign slated to break in January. Agency: Interpublic Group of Cos.' DraftFCB |
Unilever's Dove Men Care Buy: At least one spot. Creative: The marketer has not yet revealed its Super Bowl plans. But Dove described the new line as being aimed at "men who are comfortable in their own skin" but want to tap the proven moisturizing power of Dove products rather than continue to use cleansing products that can dry and irritate skin. Agency: WPP Group's Ogilvy & Mather |
Universal Pictures Buy: At least one spot, although the studio declined to comment on its Super Bowl activity. Creative: Upcoming films the studio is slated to release next year include "The Wolfman" in February; a "Robin Hood" remake in May; and "Despicable Me" in July. Agency: In-house. |
Viacom's Paramount Pictures Buy: Three ads in the first and second quarters Creative: Paramount will promote February's "Shutter Island," May's "Iron Man 2" and July's "The Last Airbender," a film from M. Night Shayamalan. Agency: n/a
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Walt Disney Pictures Buy: At least one spot, although the studio declined to comment on its Super Bowl activity. Creative: The studio is slated to release Tim Burton's "Alice in Wonderland" in March; "Prince of Persia: Sands of Time" in May; and Pixar's "Toy Story 3" in June. Agency: In-house. |
Yum Brands' Taco Bell Buy: At least one 30-second spot. Creative: Taco Bell last year used relationship humor to introduce its Spicy Chicken Enchilada platter. A spokesman for the chain did not return a call seekign comment on the direction of this year's effort. Agency: Interpublic Group's DraftFC |
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