Just when it seemed that almost every Super Bowl ad already had been revealed or teased, brand marketers’ buzz machines continue revving up. GM is promoting their Super Bowl XLVI spots on Chevy’s YouTube channel — including talking insects on a Chevy Sonic and Volt-enchanted aliens, which you can watch below — with YouTube-only clips with Rainn Wilson encouraging fans to share, engage and vote for their favorite spots.[more]
Music video pioneers OK Go are taking a Chevy Sonic for a spin in their “biggest video stunt” yet:
Kia released a 90-second expanded version of its 60-second Super Bowl spot, featuring Motley Crue, Chuck Liddell and Adriana Lima:
Teleflora also tapped Lima to star in its Super Bowl spot (watch the behind-the-scenes here):
Suzuki is using 50 Cent’s song, “Movin’ On Up,” in its spot, titled “Sled,” promoting the Kizashi. The rapper won a $500,000 bet that his beloved New York Giants would make it into Sunday’s big game.
Budweiser Canada released its spot (below) that will air north of the border during Sunday’s game, while Budweiser U.S. saw a leaked “Time Machine” spot hinting at Back to the Future’s Doc Brown.
E-Trade released a second talking baby spot, “Fatherhood,” a follow-up to “Best Man”:
GE avoids the silliness with a straightforward Super Bowl 46 spot (“Power and Beer”) that highlights its wind turbine business — and, in a co-branding shout-out to the game and fans, how its wind turbine power the mamufacturing of beer, specifically NFL official beer Bud Light:
Another GE spot (“Building something big in Louisville”) highlights the company’s role as a major U.S. employer. The description: “GE employees in Louisville’s Appliance Park show us how they’re changing the way appliances are manufactured in the U.S., and how it’s helping to create jobs. This Sunday, find the code and find out what’s in the fridge. See more at facebook.com/GEAppliances“
Lexus released its full 30-second spot running during the game, titled “The Beast,” promoting its new — and strikingly styled — GS sedan. The commercial features the 2012 GS “break[ing] free from containment,” as Lexus puts it, “illustrating the company’s move in a new design direction for the brand. The spot also hints at the additional new vehicles Lexus will unveil later in the year, which are waiting in the wings for their turn to burst onto the scene.”
P&G‘s Downy riffs on Coke’s classic Mean Joe Greene Super Bowl spot with comedian/brand ambassador Amy Sedaris as the kid and Downy Unstopables as the brand.
As it turns out, the NFL itself may be running one of the most interesting ads during the game. The league gets 150 seconds of its own ad time during the telecast, and instead of trumpeting its nearly complete takeover of American television and popular culture for the whole time, the league plans to devote a one-minute spot to launch its own public discussion of the very real problem of concussions from football injuries.
You can’t say that league sages have been out front on this issue, given that retired and mentally disabled players have been complaining for a long time about the lack of concussion protection during their day. But this ad may leapfrog the NFL to the forefront of this issue, where it should be.
Nielsen, meanwhile, has confirmed that all of this hulaballoo really is worthwhile: Ads that aired during last year’s Super Bowl were, on average, 58 percent more memorable than commercials that aired during regular TV programming during the first quarter of 2011, Nielsen said. And brand awareness for commercials airing during the Super Bowl was up to 275 percent higher than awareness for the same creative during regular programming.