Who's Buying What in Super Bowl XLIII - Advertising Age - News

Who's Buying What in Super Bowl XLIII - Advertising Age - NewsAn excerpt: “A Rundown of Marketers and Their Spots in the Big Game

Published: December 08, 2008
Anheuser-Busch
Buy: The maker of Budweiser and Bud Light is expected to run five minutes' worth of advertising, according to Bob Lachky, chief creative officer of the A-B InBev unit.
Creative: A-B is testing as many as three different ads using its famous Clydesdale horses and is 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.
Agency: Omnicom Group's DDB, Chicago; Havas' Euro RSCG, Chicago; and St. Louis independent Waylon are among the agencies with ads that could appear.
Audi
Buy: The automaker will air one :60 during the game's first quarter. Audi's 2008 Super Bowl spot featured its R8 sports car in a spoof of "The Godfather," and earned Audi the No. 2 spot in total buzz after the game, the company said. It also successfully drove traffic to Audi's web site.
Creative: Audi declined to comment on which vehicle would be featured or what the content of the spot will be.
Agency: Venables Bell & Partners, San Francisco.
Bridgestone
Buy: The tire maker will once again sponsor the Super Bowl halftime show, which this year features Bruce Springsteen. The company will also run two 30-second commercials, according to Phil Pasci, VP-consumer marketing for Bridgestone Firestone North American Tire. Placement of the ads during the game is being negotiated with NBC and the NFL.
Creative: The ads will contain humor while focusing on showcasing the performance of the company's tires.
Agency: Independent Richards Group of Dallas
CareerBuilder
Buy: The jobs site intends to run two 30-second ads, one in the second quarter and one in the third, according to Cynthia Walker, the company's senior director of advertising.
Creative: Ms. Walker said the ads will not use the famous monkeys from Super Bowl ads past.
Agency: Independent Wieden & Kennedy
Cars.com
Buy: The website will air one 60-second ad in the second quarter.
Creative: A person familiar with the situation said the ads are expected to be humorous.
Agency: DDB, Chicago
Coca-Cola Co.
Buy: The beverage company intends to advertise its flagship cola in multiple spots.
Creative: In the last Super Bowl, Coke received critical acclaim for a majestic ad featuring balloons from the Macy's Thanksgiving Day Parade slugging it out for a bottle of the fizzy brown liquid.
Agency: Wieden & Kennedy
E-Trade Financial
Buy: A company spokeswoman said E-Trade has purchased one spot; in recent years, E-Trade has run two 30-second commercials.
Creative: A person familiar with the situation suggested E-Trade is likely to bring back the talking baby it used in the last contest. E-Trade declined to comment on the content of its Super Bowl advertising.
Agency: WPP Group PLC's Grey New York
PepsiCo's Frito-Lay
Buy: The company's cheesy-chip brand will solicit self-made ads for Doritos from consumers and air one as a 30-second spot.
Creative: Doritos will give the winning entry $1 million if the ad becomes "the first-ever consumer-created commercial to claim the No. 1 ranking in USA Today's annual Ad Meter."
Agency: n/a
General Electric
Buy: The owner of NBC, broadcaster of the 2009 Super Bowl, intends to run one spot in the game.
Creative: A company spokeswoman declined to speak about the length of the commercial.
Agency: Omnicom Group's BBDO
GoDaddy
Buy: The registrar of online domain names has purchased one 30-second ad in the Super Bowl and is mulling the purchase of another, said Bob Parsons, the company's CEO and founder.
Creative: GoDaddy is producing two ads, both of which will feature race-car driver Danica Patrick and embody the slightly inappropriate tone of the company's past Super Bowl ads.
Agency: In-house
Hyundai
Buy: Two commercials
Creative: The ads are for the launch of its 2010-model Genesis coupe.
Agency: Goodby, Silverstein & Partners, San Francisco
Monster
Buy: One 30-second ad
Creative: Monster is kicking off a campaign highlighting the fact that it has become the official careerservices 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.
Agency: BBDO”

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