Oh the Superbowl. A time when the best of the best go head to head in one of the grittiest matches of the year. Am I talking about the Pittsburgh Steelers against the Arizona Cardinals? Heck no! I'm talking about the Superbowl ads! Ta Ta Ta TAAAAA!
Yes, this self-professed advertising geek is looking forward to seeing the best of the ad world duke it out! Who's paying a record $3 million for a spot?
Well, here my friends, is a little info to whet your appetite!
THE BEER COMPANIES
Buy: For its nine 30-second ad slots, A-B has created a batch of potential ads that includes slapstick jokes, a Bud Light ad with talk show host Conan O'Brien and three ads with its trademark Clydesdale horses. "The Clydesdale message is so important this year because it reinforces our traits of tradition, heritage and quality," chief creative officer Bob Lachky says.
Buy: Beer company, MillerCoors, figured $3 million for a 30-second spot during the big game was a hefty price to pay for its "great value" beer, so it found an alternative: run a one-second ad instead.
Creative: The blink-of-an-eye commercials will feature actor Windell Middlebrooks, who is already the Miller High Life deliveryman in ads. Some of the one-second commercials will air across the nation beginning Jan. 26, but one will debut during the Super Bowl on Feb. 1.
Buy: At least three spots, one for Coke Zero, two for Coca Cola brand.
Creative: Two spots from the Open Happiness campaign will also air. In the 30-second spot "Avatar," people take on the look of their avatars as they move through life engrossed in their digital worlds. In the 60-second "Heist," which features music from "Peter and the Wolf," conducted by Robert Miller and performed by the Los Angeles Philharmonic, a man dozes off in a park only to have insects scheme to make off with his Coke.
Tip: Coke also unveiled an ad theme this month for its flagship cola, "Open Happiness," and will feature it. But you won't see Coke's cola ads until the second half — rival Pepsi bought enough spots to have the first half to itself.
PepsiCo, the game's second-biggest advertiser, with seven slots for its beverages and snacks, plans either two 30-second ads for Pepsi Max or a 60-second ad for flagship Pepsi-Cola. It would feature singer Will.i.am and the brand's new "Refresh Everything" tag line.
Struggling U.S. automakers are sidelined, but Audi, Hyundai and Toyota will suit up. South Korea's Hyundai has two slots and is testing four ads for its coming Genesis luxury coupe, says Joel Ewanick, vice president of marketing. Among them: one with race driver Rhys Millen and one with music by cellist Yo-Yo Ma.
More at AdAge or USA Today