Advertisers Gear Up For Super Bowl Sunday

With the Super Bowl just hours away, advertisers are shuffling in a final frenzy to release teasers, publish extended cuts online or even (surprise!) announce their participation in the Big Game of Advertising. Like last minute guests invited as an afterthought to the party, Always, Skechers and Chrysler, Discover Card, GrubHub, Michael Hill, Game of War, Northrop Grumman and Jack In The Box, skipped the formalities. No pre-game shenanigans for these guys - they’ve secured their time slots and are headed straight for the biggest advertising party of the year.

Did they get a discount for buying ad time late in the game? We may never know, but we can wonder…

In any event, the final days leading up to the Super Bowl have been action-packed in the world of advertising. If you stopped reading and watching ad websites, celebrity news, ESPN or E!s for a few minutes and actually did some work in the past 48 hours, here’s what you missed:

THE LATECOMERS:

Chrysler

Just a few days before kickoff and Chrysler announced they’re going all in. They purchased THREE Super Bowl spots which, according to AdWeek, will air during the second quarter’s two-minute warning break and during the third quarter.

Look out for Ram trucks. Perhaps they will be able to recreate something as memorable as the 2013 ad, “Farmer?”

Skechers

Skechers will be back for a fifth Super Bowl this year, albeit briefly. They have purchased one of NBC’s few 15 second ad spots. The ad is one that has aired before on YouTube and is meant to generate laughs at the expense of 73-year-old baseball legend Pete Rose, who has yet to be inducted into the Baseball Hall of Fame.

Always

Think football is just for guys? Think again! Always (made by Procter and Gamble) will be targeting the other 50% of Super Bowl viewers in a moving piece aimed at boosting girls’ self-esteem.

The feminine product producer has announced that they will be advertising in the Big Game with a 60-second version of their #LikeAGirl campaign. Always VP Fama Francisco told AdWeek, “Since its launch, we have been overwhelmed by the support for the #LikeAGirl video and encouraged by the positive impact it has made so far. When people watch the video, we know it changes their perception of the phrase ‘like a girl’—and it makes a difference for girls’ confidence. We feel so strongly about this that we’re now taking this message to a bigger stage, the Super Bowl, so even more people can join us to champion girls’ confidence and change the meaning of ‘like a girl’ from an insult into something positive and amazing.”

Jack In The Box

Jack in the Box announced that they will broadcast two, 30-second Super Bowl commercials in regional markets. Watch for them during the 3rd quarter of the Game and prepare your mouth to water. The commercials both promote the fast food joint’s new “buttery Jack Burgers” using the hashtag: #ButterBelieveIt

Come summertime, there will be a brand new Fast & Furious ride at Universal Studios. But you can catch your first glimpse of it on Super Bowl Sunday. According to the L.A. Times, Universal has snatched up a 30-second Super Bowl slot to promote the new attraction at their theme park.

GrubHub

Looking to order in for your Super Bowl party? Consider new Super Bowl advertiser Grub Hub. The online ordering platform allows you to “Click, Click, Food.” Not hungry? After watching their commercial, you will definitely crave a burrito!

Michael Hill

New Zealand-based jeweler, Michael Hill, will be spreading love to select mass markets in Chicago, (as well as in Canada, Australia and New Zealand) when they broadcast their first ever Super Bowl commercial this Sunday. They commercial aligns with the brand’s “We’re for Love” message and poses the question: “What would you do for love?”

The ad is perfectly timed, just two weeks before Valentine’s Day and represents an opportunity for Michael Hill to become a household name in the States.

Discover

Discover must have something really big to tell us! The last time the credit card company purchased air time during the Super Bowl was 1986 - the year the credit card was launched. They have just announced that will be joining the Big Game in Phoenix with an ad during the second quarter. Discover is the only credit card company advertising in Super Bowl XLIX and their commercial will highlight the fact that customers can receive free FICO scores to help them manage their finances.

They have released this teaser which makes us truly curious what we will Discover on Super Bowl Sunday

Game of War

Game of War just announced that they will be playing at SB XLIX, bringing the tally of video game advertisers to two. (UCool will also be advertising their game “Heroes Charge.”) Their teaser which looks like a scene from Game of Thrones, features model Kate Upton and some very scary dragons. Kate Upton also confirmed her participation with this tweet:

Sneak peek. #GameofWar https://t.co/FL7pg1F2qC

— Kate Upton (@KateUpton) January 30, 2015

See the teaser here:

Northrop Grumman

Without question, there are some strange advertisers in this year’s Super Bowl. From the adhesive experts at Loctite to those Avocados from Mexico, we thought we’d seen it all. Turns out, we were wrong. We just learned from AdWeek that defense company Northrop Grumman has purchased a 30-second spot for none other than a $600 million bomber. While they won’t be sold at a supermarket near you, the company is hoping that they will be included America’s defense budget and they are competing with Boeing-Lockheed for the U.S. contract.

THE BIG TEASE:

T-Mobile

T-Mobile had already released their complete Super Bowl ad with Kim Kardashian, but now they have let us in on their plans for their second commercial as well. They released a “behind the scenes” teaser revealing that their ad will be a face-off between comedians Chelsea Handler and Sarah Silverman.

The cell phone service provider will also be advertising during NBC’s live stream of the game. You can see the complete commercial, called “Data Vulture” here. Like the Kim Kardashian spot, the commercial promotes the fact that T-Mobile lets you keep all of the data you pay for.

eSurance

While eSurance still hasn’t come clean with their full ad, their keeping us curious with #Sorta teasers and ambiguous tweets from Lindsay Lohan. Here’s the latest.

Maybe you've heard about me being in an #ad for @esurance. Well, it’s #sorta true… http://t.co/RrnxIxuKt7

— Lindsay Lohan (@lindsaylohan) January 29, 2015

She also released this behind the scenes video showing the filming of the ad.


Want to see more Behind the Scenes of super Bowl commercials? See how Wix made their Super Bowl Commercial

THE BIG CHEESE:

These two companies will have you hungry before you’re finished viewing their complete ads. Both Snickers and Avocados from Mexico just released their complete Super Bowl XLIX commercials. You can see them both here:

Avocados From Mexico

In a brilliant, creative clip, Avocados from Mexico, takes us back 4 million years to imagine what the very first draft might have looked like. (Did you know that Jerry Rice and Doug Flutie were there?) But instead of trying to get the best QBs and running backs, we watch countries taking their turns laying claims to exotic animals and the, most sought after player of all, the avocado. Watch it here:

Snickers

In their new twist on the tagline “You’re not you when you’re hungry,” Marsha Brady has become a very hostile Danny Trejo and Jan looks suspiciously like Steve Buscemi.

McDonald’s

Forget your wallet at home? That may not matter! McDonald’s is (randomly) accepting a brand new form of payment through February 14. Their complete Super Bowl ad is out and the message is clear: “Pay With Lovin'”

American Family

American Family released their complete Super Bowl commercial, starring Jennifer Hudson and five unknown artists. The message is that AmFam is helping these hopeful actors and singers pursue their dreams. Seeking to inspire us with the hashtag#DreamFearlessly, they also want to remind us to “insure carefully”.

Check out all the Super Bowl XLIX Advertisers here!