This past Sunday was the first one in quite a while that we didn't have any NFL Football which is always a big readjustment for many of us. We now have Super Bowl XLIII to look forward to that is less than a week away to be played in Tampa Bay. But for many of us our season is over, except for you fans of the Pittsburgh Steelers and Arizona Cardinals (yes, I did say Cardinals!).
So besides waking up to even more layoff announcements today we still have the largest marketing event of the year to look forward to. Here's a run down of what advertisers we should expect to see this year:
Anheuser-Busch - Even though they are now owned by Belgium company, In Bev, the maker of Budweiser and Bud Light is still expected to run five minutes' worth of advertising during this year's Super Bowl. They've been testing as many as three different ads using their famous Clydesdale horses and are considering one spot apiece for its Bud Light Lime and Budweiser American Ale products. Bud Light is also expected to get plenty of face time, with at least three spots possible. A-B is famous for testing its Super Bowl ads among consumers again and again, so the final lineup is still in question.
Bridgestone - The tire maker will once again sponsor the Super Bowl halftime show, which this year features Bruce Springsteen. They're expected to run two 30-second commercials which will contain humor while focusing on showcasing the performance of the company's tires.
CareerBuilder - This website company intends to run two 30-second ads, one in the second quarter and one in the third. This year's ads are will not use the famous monkeys from Super Bowl ads past.
Cars.com will air one 60-second ad in the second quarter which is expected to be "humorous".
Coca-Cola Co.intends to advertise its flagship cola in multiple spots. During last year's Super Bowl, Coke received critical acclaim for their ad that featured balloons from the Macy's Thanksgiving Day Parade slugging it out for a bottle of the fizzy brown liquid.
Recently they announced that they'll use one of their three spots to feature Coke Zero alongside Steelers safety Troy Polamalu. This spot is now in it's final editing stages, however the company wouldn't disclose any details about how the Coke Zero commercial might look.
Under the company's "Open Happiness" campaign, which is led by Wieden + Kennedy, Coca-Cola is pushing a 30-second spot featuring avatars and a 60-second spot that features music performed by the Los Angeles Philharmonic.
PepsiCo's Frito-Lay - As covered in my previous post, the company will run the winning ad from it's Doritos consumer-generated Crash the Super Bowl ad contest. Doritos will give the winning entry $1 million if the ad become "the first-ever consumer-created commercial to claim the No. 1 ranking in USA Today's annual Ad Meter."
General Electric, the parent company of NBC, the broadcaster of the 2009 Super Bowl, intends to run one spot in the game.
GoDaddy will again run at least one 30-second ad in the Super Bowl and may have another since we've learned that they were producing two ads, both of which will feature race-car driver Danica Patrick and follow a similar tone of the company's past Super Bowl ads.
Hyundai is expected to run two commercials to help promote the launch of its 2010-model Genesis coupe.
Monster is expected to kick off a campaign highlighting the fact that it has become the official career services sponsor of the NFL. As part of that pact, the company said, it will run an additional 30-second "in-game enhancement" to launch an NFL-themed promotion intended to drive traffic to the site.
The NFL is running a promotion which I wrote about in this post in which players and fans tell personal stories. Clips can be seen online, and fans can vote on the stories.
Pedigree, The Mars dog-food brand, is making its first Super Bowl appearance. Watch their ad here and they will donate a bowl of food to dogs in shelters.
PepsiCo Beverages will run a numbers of commercials and has declined to comment on its Super Bowl advertising. It's worth noting however that Mountain Dew, Pepsi and Gatorade are all getting new packaging and logos which may mean that these brands may bet the spotlight.
I just received this press release tonight that states that on Tuesday Weatherproof® Garment Company will be previewing their 3 second ad that NBC rejected to run during Super Bowl XLIII. During their screening they plan to announce alternative methods to reach Super Bowl consumers. Last Super Bowl they attempted to buy a 3 second ad and committed to outreaching to other smaller advertisers to join forces in order to “time share” an ad for this year’s upcoming Super Bowl. While NBC denied Weatherproof’s “time share” concept, this year's weakening economy and lackluster Super Bowl ad sales beg the question: why decline an innovative solution? We'll see, stay tuned.
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