| Super Bowl 2008 Advertising Overview |
|
| Advertiser |
Source |
Agency |
Teaser |
Spot |
Theme/Gimmick |
Trend |
Online Element |
Other Notes |
| American
Airlines |
Adrants |
TM Advertising |
|
Team
Building |
Guy trying to escape team
building exercise |
annoying group leader, escaping
from life |
|
Old spot |
| Audi for
R8 sportscar, "Iron Man" tie-in? |
AdAge |
|
http://www.truthinengineering.com/exclusive-preview/ |
|
"Classic American
struggle" over luxury |
American struggle,
"godfather" undertones |
|
Will only air twice -- once as
:60 on game day, and as :30 day after |
| Bridgestone
Firestone |
AdAge |
The Richards Group |
"Unexpected
Obstacles" |
|
Death of Richard Simmons by bad
driver. Alice Cooper also included |
celebrity, warning |
AdAge interview w/ VP-Marketing
Phil Pasci about why it's advertising on SB for first time. (Also sponsoring
halftime show) Bridgestone says "viral" nature of SB makes it ideal
match for internet efforts |
|
| Bridgestone
Firestone |
AdAge |
The Richards Group |
|
"Lucky Dog" - 60-sec
cinema spot, will break in movie theaters the day after SB |
|
|
Will probably appear, alongside
sister SB spots, on MySpace and other online sites |
|
| Bud
Light |
Adrants |
|
Breathe
Fire |
|
Stupid-funny, slapstick |
teaser, brand deluge by numbers |
budbowl.com, reg'd users can
score spots as each appear, secret 11th available via mobile or online |
|
| Bud
Light |
Adrants |
|
X-Ray
Vision |
|
|
|
|
Released early, but it follows
the formula of the other teasers so it'll probably appear in the SB |
| Bud Light |
Adrants |
|
Wheel |
|
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| Bud Light |
Adrants |
|
Language
of Love |
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| Bud Light |
Adrants |
DDB, Chicago |
|
Sausages |
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| Bud Light |
Adrants |
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| Bud Light |
Adrants |
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| Bud Light |
Adrants |
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| Bud Light |
Adrants |
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| Bud Light |
Adrants |
|
|
Secret 11th spot, online- or
mobile-only |
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| Budweiser |
Adrants |
|
Team |
|
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| Cadillac |
Adland |
Modernista! |
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| CareerBuilder.com |
Adland |
Wieden + Kennedy, Portland, OR |
|
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|
New slogan: "start
building." Supposed to have self-help phrases like "Wishing won't
get you a better job." |
| Cars.com |
AdAge |
|
"Stone Circle" |
|
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|
|
Announced it would run 2 spots |
| Cars.com |
Adage |
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| Coca-Cola |
Adland |
Wieden + Kennedy |
|
http://mfile.akamai.com/332/wmv/cocacola.download.akamai.com/332/www.mycokerewards.com/sb1.asx |
Balloons battle for bottle of
Coke. Illustrative of Coke's "happiness" factor |
|
|
|
| Coca-Cola
Classic |
Adland |
Wieden + Kennedy |
|
Odd Couple |
Two opposing politicos come
together for a day of friendship |
|
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|
| Coca-Cola
for Vitamin Water |
Adland |
|
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Celebrity: Shaq |
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| Dell |
MediaPost |
|
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| Dell for
XPS One |
MediaPost |
Mother |
|
Out
with the Old |
"Available in
beautiful." This ad will run b4 SB. It's old. |
|
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| Doritos |
Adland |
Goodby Silverstein & Partners |
|
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Ditched CGM this year. Hint hint
to late bloomers? |
| E-Trade |
Adland |
Grey |
|
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| FedEx |
Adland |
BBDO, NY |
"Carrier Pigeons" |
|
People with pigeons on their
shoulders |
|
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|
| Garmin |
Adland |
In-House |
|
Napoleon |
Anachronisms |
|
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|
| Gatorade |
Adland |
Element 79 Partners |
|
Jeter |
Celebrity: Derek Jeter of
Yankees |
Celebu-sports figure |
|
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| Gatorade |
Adland |
|
|
|
Celebrity: Miami Heat's Dwayne
Wade |
Celebu-sports figure |
|
|
| Gatorade |
Adrants |
Arnell |
|
Man's
Best Friend |
Dog as Man?Man as Dog? |
|
|
Very strange. Very bad. |
| GM for
hybrid Chevy, Saturn or GMC |
Adland |
Campbell-Ewald |
|
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| GoDaddy |
Adrants |
In-house |
Exposure, a teaser for a
rejected spot that will appear online on game day |
"Spot On" discusses
"Exposure" ad |
Danica starts undressing. Actual
spot spoofs some celebrity pop phenom. |
"too hot for tv"
hype-builders, promise of scantily clad hot chick |
"Too hot" spot
available entirely on GoDaddy when actual super bowl ad debuts |
Buzz on Fox backing out bc of
"beaver" http://www.bobparsons.com/BeaverNoNo.html |
| GoDaddy |
MediaPost |
|
|
"White
Light" |
A guy who spends SB Sunday
reg'ing domain names is accosted by white light. Hot chick invites him to
follow it with her |
hot chick, online "director's
cut" |
online "director's cut" |
Uncertain whether this will air;
GoDaddy is mulling buying airtime for it |
| Halftime
Show: Tom Petty and the Heartbreakers |
Adrants |
|
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| Hershey
for Icebreakers |
Adland |
Tracey Locke |
http://www.youtube.com/watch?v=B7Sh7U1FLCk |
|
Celebrity: Carmen Electra |
|
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| Hyundai |
Adrants |
Goodby Silverstein & Partners |
|
Twist |
Expectation of twist turns out
to be name of car |
The wink, wink, "hey this is
a commercial" thing |
|
|
| Hyundai |
Adland |
Goodby Silverstein & Partners |
|
Tomorrow |
Play on USA Today Poll |
The wink, wink, "hey this is
a commercial" thing |
|
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| McDonald's |
Adland |
Pytka, PYTKA for DDB, Chicago |
|
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| Mountain
Dew Amp Energy |
Adland |
BBDO |
|
|
Dale Earnhart Jr gets his
"boost" to battle gorilla and out-run camel |
|
|
|
| New Line
for "Semi-Pro", possibly with Bud Light/Budweiser tie-in |
Adland |
In-house |
|
|
Celebrity: Will Ferrell |
|
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| NFL |
Adland |
In-house/BBDO |
|
|
Top football players make
personal videos fans can vote on |
|
Voting |
|
| NFL/United
Way |
Adland |
Triple Double |
|
Bold
Predictions |
|
|
|
Two actors in this ad recently
appears in Minnesota Lottery ads |
| Nissan |
AdAge |
TBWA/Chiat/Day (Adland says) |
|
|
|
|
|
Mulling a spot for the Murano,
no word on if it really will. |
| Paramount
for "Iron Man", tie in with Audi R8 ad |
Adland |
In-house |
|
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| Partnership
for a Drug-Free America |
AdAge |
DraftFCB |
|
Teen
prescription drug abuse |
teen hustler upset bc he's
getting no business. Meant to impact parents |
warning |
|
White House's first SB spot in 4
years |
| Pepsi |
Adrants |
|
|
"Bob's
House" |
Silent spot. Inside joke btw
deaf guys |
non-profit, 2 male buddies |
Making-of video available online |
|
| Pepsi
Diet Max |
Adrants |
|
|
What
is Love? |
The "I can't get this song
out of my head" trick |
|
|
|
| Pepsi
Stuff |
Adrants |
BBDO NY |
|
Every
sip gets you closer |
Justin Timberlake violently
dragged thru town by girl sipping pepsi by a pool. |
win free shit, celebrity |
Amazon song giveaway |
|
| Planters |
AdAge |
DraftFCB, NY |
|
|
For salty snack lovers instead
of nut eaters - both men and women, but mainly men. Features an odd female
character (see AdAge image) that is dually appealing |
|
|
"Instinctively good";
has to do with men and intentions |
| SalesGenie.com |
Adland |
In-House; Creative Mint, San
Francisco did animation |
|
Panda |
Cheesy cartoons work better than
cheesy humans |
|
|
|
| SalesGenie.com |
Adland |
In-House; Creative Mint, San
Francisco did animation |
|
Bulleymonger |
Cheesy cartoons work better than
cheesy humans |
|
|
|
| Sobe Life Water |
Adrants |
|
"The
Naked Tease" |
|
Stop animation lizard Lee tells
Jewish parents he'll be dancing naked with a supermodel on game day |
teaser, mascot, potentially naked
hot chick |
|
Not sure if this is for Sobe |
| Sunsilk
(Unilever) |
AdAge, Adland |
Desgrippes Gobe,
Paris/BrandThinkTank |
|
Sunsilk |
Appeal to women, celebrity
images: Madonna, Shakira and Marilyn Monroe |
Celebrity |
lifecantwait.com |
Big design element -- agency
overlooked for a design firm |
| Taco
Bell |
Adrants |
DraftFCB |
|
Cheesy
Fiesta Platters spot |
Toreador appears at office,
de-mans men and hits on women |
Mex caricature, cheesy Mex music,
cowed men, lame winks and whiplash effects |
|
|
| Tide to
Go (P&G) |
AdAge, Adland |
Saatchi & Saatchi |
|
|
Expects to nail women, hopes to
broaden appeal to men |
|
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|
| T-Mobile
for MyFaves |
Adland |
Publicis |
|
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| Toyota |
Adland |
Saatchi & Saatchi, LA |
|
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| Toyota
for Sequoia |
Adland |
|
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| Under
Armour |
Adrants |
Creators of Matrix, 300 |
Multiple teasers |
Uncertain which one will air, but
it will take place in Under Armour City |
CGI abuse |
teaser, will feature 27 athletes |
Website, nothing special really |
Cost 1/3 of total media budget.
Stock plunged when it released news it bought an SB spot. |
| Universal
Pictures for "Wanted" (possibly) |
Adland |
In-house |
|
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| Victoria's
Secret |
AdAge |
In-house |
|
|
appeal to women and men (adriana
lima = hottest virgin), valentine's day |
celebrity |
|
"The
only time we target men and women would be around holiday time and
Valentine's Day, so the rest of the year, we're much more targeted [toward]
women," said Jill Beraud, chief marketing officer of Victoria's Secret.
"The fact that this is probably the highest-viewed dual-audience vehicle
is actually perfect." |
| Walt
Disney, possibly for "Prince Caspian" or "Wall-E" |
Adland |
In-House |
|
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| Warner
Bros, possibly for "Speed Racer" or "10,000 BC" |
Adland |
In-house |
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