Super Bowl 2020: the ins and outs of the big game's advertisers

Despite the rise of online advertising, the Super Bowl is still advertising’s biggest day, with major brands throwing down as much as $5.6m for a 30-second spot. Fox Sports stated that it sold out of its inventory back in November.

Advertisers will no doubt be hoping for a better game than last season’s snoozer, with a close match extending through all four quarters to get the most from their investments. This year’s lineup of brands sees familiar names and a few new ones, including Facebook’s first big game spot.

Take a look through the participants in this year’s show and check back to this link often to see who else is playing the game and who’s punting.

Who’s New?

Hint Water

The unsweetened flavored water brand will air its first-ever Super Bowl commercial during halftime this year. 

Walmart

For the first time ever, Walmart will be airing an ad during the Super Bowl. ‘Famous Visitors’ brings 12 “visitors” from popular TV shows and movies – and their creative transportation methods – together for the first time ever as they touch down on Earth to conveniently pick up everything they need curbside at Walmart.

Presidente (Anheuser-Busch)

Anheuser-Busch recently named former baseball star Alex Rodriguez joining as Chairman of Presidente USA, the beer of the Dominican Republic. Now, the brand has made an ad with A-Rod that will air during the big game.

Quibi

Quibi, the entertainment platform created for mobile, will make its commercial debut on America’s biggest stage with a 30-second commercial right after the kickoff of the big game. 

: ‘Bank Heist’

Agency:

Client:

Date: January 2020

Quibi, the entertainment platform created for mobile, will make its commercial debut on America’s biggest stage with a 30-second commercial right after the kickoff of the big game. Quibi – which is short for “quick bites” – is built for easy, on-the-go mobile viewing with new episodes of movie-quality shows delivered in 10 minutes or less.
 
The Quibi Super Bowl ad ‘Bank Heist’ is about a heist gone wrong that leaves a crew of bank robbers with four to 10 minutes to spare – the perfect amount of time to watch a Quibi. Episodes in 10 minutes or less. Quick Bites. Big Stories.

Credits:
 

 

 

 

 

 

 

 

 

 

 

 

 

Client Credits:
Megan Imbress, Quibi Head of Brand and Content Marketing
Tyler Bahl, Quibi Brand Lead
 
Agency Credits:
BBH LA

Tags: United States

 

 

 

 

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Genesis

For the first time in its short history, automaker Genesis plans to throw its hat into the Super Bowl ring. The spot is set to air during the second quarter and will star musician John Legend and model/social phenom Chrissy Teigen as the couple introduces the recently unveiled GV80 sport-utility vehicle. 

Facebook

The social media giant is making its Super Bowl debut with a couple of stars who share ‘rock’ in their names – Sylvester ‘Rocky’ Stallone and Chris Rock. 

A series of teasers shows Rock doing pushups and firing off a large toy rocket, while other teasers show people playing rock, paper, scissors, rocking in rocking chairs and more rock-related shenanigans.

Hershey/Reese’s

Hershey is using its lesser-known brand, Reese’s Take 5, to debut at the Super Bowl with a message of ‘it’s the best candy bar you’ve never heard of’.

Pop-Tarts  

The Kellogg’s brand is set to debut its first 30-second Super Bowl spot near the end of the first half, featuring Jonathan Van Ness having fun talking about Pop-Tarts Pretzel.

Dashlane

Highlighting the tension of when an everyday problem becomes an existential one, the spot from first-time Super Bowl advertiser Dashlane contrasts mythic imagery with a mundane irritation: forgetting your password at the worst possible time.

Sabra   Hummus brand Sabra unveiled teasers for its first-ever Super Bowl commercial. The teasers feature an unexpected mix of stars including rapper T-Pain, drag queens Miz Cracker and Kim Chi, and reunited on screen for the first time since their infamous fall-out, Caroline Manzo and Teresa Giudice of the Real Housewives of New Jersey. The teasers set the stage for a 30-second commercial by VaynerMedia which will debut during the Super Bowl, showcasing the versatility and appeal of Sabra hummus. 

Saucony

Running brand Saucony will air its first Super Bowl commercial to talk about its first-ever biodegradable shoe.

Who’s Back?

Amazon Alexa

Amazon Alexa returns with Ellen DeGeneres and Portia de Rossi pondering what people did before Alexa was invented.

P&G (Bounty, Mr Clean, Febreze, Olay, Charmin, Head & Shoulders and Old Spice)

For the first time in its history of Super Bowl ads, P&G will bring together seven of its brands in a TV commercial co-created by people across the country starting today by visiting the interactive site WhenWeComeTogether.com.

Visitors will be able to direct the action to select how they want to see Head & Shoulders’ spokesperson Sofia Vergara and her guests come together to tackle an epic Super Bowl party messy surprise. The most popular scenarios chosen among viewers will then be featured in a 60-second ad that will be dynamically created just minutes before it airs during the fourth quarter of Sunday night’s game.

Rocket Mortgage

Rocket Mortgage is airing its third Super Bowl commercial since 2016, this time featuring Aquaman star Jason Momoa, who will be making his television commercial debut in the minute-long spot. Momoa will give viewers a humorous glimpse into how Rocket Mortgage helps Jason feel comfortable being his true self at home. 

Google

Google first aired a Super Bowl a decade ago during the 2010 Super Bowl. During this year’s Super Bowl, the search giant will mark that anniversary with a touching story, ‘Loretta’ that tells the story of an older man who uses Google Assistant to remember his wife and love.

Verizon Verizon aims to show how Verizon 5G will change the NFL fan experience, empower those who serve and call on Americans to do their part to give back to their communities. This message will be brought to life when the telecom launches its Super Bowl campaign with two spots called ‘What 5G Will Do’ which will air during the AFC/NFC Championships. The spots show the critical challenges facing first responders and the Verizon 5G tech that will help overcome them. These spots will culminate during the Super Bowl where we will also have an in-game ad.

The First Responder community has been an important Verizon partner for decades, and the brand again worked with Peter Berg and McCann again this year to evolve the brand’s narrative around networks and First Responders.

Pringles The potato chip maker is back, but has shifted its focus from live action to animation by enlisting cult favorite sci-fi duo Rick and Morty to promote the brand with a “humorous, mind-bending animated spot”.   Pringles is launching a special edition, collectable Pickle Rick flavor, inspired from the series. “We want to do something completely new for the brand for the 2020 Big Game and are thrilled to be partnering with Adult Swim and Rick and Morty,” said Gareth Maguire, senior director of marketing for Pringles.

: ‘Pringles Rick and Morty commercial’

Agency:

Client:

Date: January 2020

‘Flavor stacking’ has been the focus of the last two Pringles Super Bowl ads, and this year the brand has taken it to the next level by partnering with Adult Swim’s cult favorite Rick and Morty.

In the full animated 30-second spot, a Pringles robot – disguised as Morty – appears overly enthusiastic about the Spicy Barbecue Pizza stack, made using Pringles Pizza, Barbeque and Jalapeno crisps. Rick immediately catches on to his grandson’s bizarrely out-of-character corporate jargon, unmasks the Mortybot and comes to the startling realization that they’re trapped inside a Pringles commercial and can’t get out.  

A viral teaser generated more than 1.5 million views across Rick and Morty’s social channels.

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Adult Swim

Grey Group

Pringles

Tags: United States

 

 

 

 

 

 

 

 

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TurboTax

TurboTax by Intuit unveiled “All People Are Tax People Remix,” a music video styled film that will air during the NFL Super Bowl LIV. The Super Bowl is a moment in American culture that brings people together to celebrate what unites us – football, family, food and, of course, taxes.

Amazon Prime Video

Inspired by true events, Hunters follows a diverse band of Nazi Hunters in 1977 New York City, led by Al Pacino, who discover that hundreds of escaped Nazis are living in America. 

: ‘Hunters Super Bowl commercial’

Agency:

Client:

Date: January 2020

Inspired by true events, the Amazon Prime Video series Hunters follows a diverse band of Nazi Hunters in 1977 New York City, led by Al Pacino, who discover that hundreds of escaped Nazis are living in America.

And so, they do what any vigilante squad would do: they set out on a bloody quest for revenge and justice. But they soon discover a far-reaching conspiracy and must race against time to thwart the Nazis’ new genocidal plans.

Credits:
 

Tags: United States

 

 

 

 

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Discover

Discover’s commercials will be running in the fourth quarter. The two 15-second spots, created by The Martin Agency, will run within the same commercial break, and take a playful “No” and “Yes” approach reinforcing two of Discover’s main credit card product benefits – no annual fee and wide merchant acceptance.

Olay  

Inspired by the first all-female space walk last year, Olay’s Super Bowl ad stars Lilly Singh and Busy Philipps, who take a trip into space with retired astronaut Nicole Stott. Their space mission is overseen by Mission Controller Taraji P. Henson and shared over the airwaves by Katie Couric.  

The ad from Badger & Winters puts this crew of women on the quest to #MakeSpaceForWomen, donating to a worthy cause of getting more girls into STEM programs through Girls Who Code. People can learn more at Olay.com/SuperBowl.

Avocados From Mexico   The creamy fruit comes back for its sixth Super Bowl spot in a row with a new commercial done with Energy BBDO. 80s star Molly Ringwald plays a home shopping host for all things avocado, no matter how silly. 

: ‘Avocados From Mexico Shopping Network’

Agency:

Client:

Date: January 2020

Molly Ringwald is the star of Avocados From Mexico’s (AFM) sixth Super Bowl commercial with the release of the ‘Avocados From Mexico Shopping Network’ campaign, a spin-off of your favorite infomercials — just insert some Avocados From Mexico.

Molly Ringwald plays a co-host where she provides viewers with the ultimate gifts to pamper their favorite fruit — avocados. From chip floaties to tracksuits and car seats, your most precious avocados are sure to be protected and pampered.

The ad will run during the second quarter of the game.

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Energy BBDO

Avocados From Mexico

Havas Media

Richards/Lerma

Tags: United States

 

 

 

 

 

 

 

 

 

 

 

 

 

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 Also, Avocados From Mexico announced a new a digital experience called #AvoNetwork to bring AFM’s campaign to life in the digital world. Leading up to the game, the brand will host an interactive digital and social campaign that gifts prizes to consumers through a user experience rooted in AFM’s Super Bowl brand campaign.

Hyundai   Hyundai is back with an in-game spot for the 12th time in the past 13 years. It hopes to connect with a 60-second ad that will run in the second quarter of the game. The ad takes a decidedly Boston flair, with wicked accents by comedian Rachel Dratch, Chris Evans, John Krasinski and David ‘Big Papi’ Ortiz.  

: ‘Smaht Pahk’

Agency:

Client:

Date: January 2020

Hyundai’s Super Bowl commercial will have a decidedly New England flair, even if the game will not. The auto brand is returning to the big game for the 12th time in the last 13 years and it’s featuring a bunch of Boston-bred stars doing their best Beantown accents. The 60-second spot, led creatively by Innocean USA, will run in the first quarter of the game and will feature Boston celebs Chris Evans, John Krasinski, Saturday Night Live alum Rachel Dratch and Boston Red Sox legend David ‘Big Papi’ Ortiz. The name of Hyundai’s new feature is Remote Smart Parking Assist, which in the spot becomes ‘smaht pahk’. The concept of the spot is that Evans and Dratch are on the street watching a guy try to park in a really tight spot and it doesn’t work out for the guy and they start saying things like ‘look at this pahk job’, and ‘he’s nevah gonna fit that cah in there.’ The driver eventually gives up and leaves, then Krasinski pulls up in a new Sonata and he says “look at these troublemakahs”. Krasinski goes on to show the advantages of Smart Park, including that it can get in and out of tight parking spaces with the click of a button.

Credits:   Innocean USA Hyundai

Tags: United States

 

 

 

 

 

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AB InBev   The beverage biggie will air four 60-second spots, one for Bud Light and Bud Light Seltzer, one for Budweiser, one for Michelob Pure Gold and one for Michelob Ultra.  

Budweiser Bud has unveiled its Super Bowl spot, ‘Typical American,’ with creative by David Miami and directed by Oscar winner Kathryn Bigelow. It features viral acts of humanity from the internet, juxtaposed with some of the most common labels placed on Americans. The shining stars of the film are the real-life stories of community, ambition and progress that inspire and bring people together. 

In addition, Budweiser, announced it will bring the BudX global platform to America for the first time during Super Bowl weekend in Miami. During the weekend, the brand will host over 200 influential ‘Kings of Culture’ from over 20 countries giving them the stage to showcase their talents alongside top global performers Halsey, Black Eyed Peas, Diplo, De La Soul and Channel Tres.

Bud Light / Bud Light Seltzer  

Bud Light is combining its 60-second effort with its signature beer brand and new Bud Light Seltzer, airing two spots on social media with Post Malone. The one with the most fan engagement will be chosen to represent the brand in the Super Bowl.

Michelob Ultra

Jimmy Fallon and John Cena are the stars of this year’s Super Bowl ad for the low-calorie beer, reinforcing that fitness can be enjoyed with a cast of sports and entertainment stars. 

Michelob Ultra Pure Gold The organic beer’s commercial announces its new ‘6 For 6-Pack’ program which allows consumers to join Michelob Ultra’s mission to help farmers transition to organic. A portion of sales from each purchase of a six-pack of Michelob Ultra Pure Gold will go directly to farmers looking to transition to organic.

Squarespace Website platform Squarespace returns for its sixth Super Bowl with an in-house-created ad, to air between the first and second quarters. The star of the ad is Winona Ryder, who returns to her hometown and namesake of Winona, Minnesota to learn more about the city of Winona and shed a spotlight on small town, USA. 

Audi Audi returns for its 11th Super Bowl with an ad by 72andSunny, featuring Maisie Williams singing at the top of her lungs.

Kia

The automaker returns to the game for the 11th year in a row and will use its time to shine a light on youth homelessness. In its ‘Yards Against Homelessness’ campaign, for every yard gained during the game Kia will donate $1,000 to three charity partners dedicated to ending the issue of youth homelessness and transforming the lives of young people in need: Covenant House, Positive Tomorrows and StandUp For Kids. The ad stars Raiders running back Josh Jacobs talking to his younger self.

Planters

After tearing around in a Nut-mobile last year, Mr. Peanut is returning to the Super Bowl. Or is he? In a preview spot. In a Super Bowl pre-game ad the mascot is seen driving in the Nut-mobile with Matt Walsh and Wesley Snipes, when they veer off course and are caught on a cliff. That’s apparently Mr. Peanut’s last moment, as he selflessly plunges to what appears to be his untimely death.

: ‘Road Trip’

Agency:

Client:

Date: January 2020

Whereas last year Mr. Peanut saved friends from snacking disappointment, this year he’s saving lives. The newly released pre-game ad shows Mr. Peanut, Matt Walsh and Wesley Snipes are on a nutty adventure in the Nutmobile when Mr. Peanut is forced to swerve, causing the vehicle to spin out of control. The trio jumps out of the Nutmobile, clinging to a tree branch, as the vehicle crashes down into a deep canyon below. They momentarily find safety until their combined weight begins to break the branch. In the ultimate act of friendship, Mr. Peanut lets go and sacrifices himself to save his friends from impending doom.

Fans can witness the epic series of events and Mr. Peanut’s ultimate sacrifice here. The ad will air before the big game kicks off during the pregame show. The brand’s official Super Bowl commercial will air in the third quarter of the game and broadcast Mr. Peanut’s funeral, so the world can mourn the loss of the beloved legume together.

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, Planters brand manager at Kraft Heinz. “He will be remembered as the legume who always brought people together for nutty adventures and a good time. We encourage fans to tune in to Mr. Peanut’s funeral during the third quarter of the Super Bowl to celebrate his life.”

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VaynerMedia

Planters

Tags: United States

 

 

 

 

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“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, Planters brand manager at Kraft Heinz. “He will be remembered as the legume who always brought people together for nutty adventures and a good time. We encourage fans to tune in to Mr. Peanut’s funeral during the third quarter of the Super Bowl to celebrate his life.” In light of the helicopter crash that took the life of Kobe Bryant and eight others, Planters has stated that it has “paused all campaign activities, including paid media, and will evaluate next steps through a lens of sensitivity to those impacted by this tragedy.”  

Frito-Lay (Doritos, Cheetos) Frito-Lay’s Cheetos has revived the 90s energy of MC Hammer for a Super Bowl spot advertising its new popcorn snack. Making an appearance at the game for the first time in 10 years, the brand is putting the the dust that gathers on the fingers of Cheetos eaters center stage.

When spot’s protagonist realizes he can get out of a job for his boss because of his orange digits, he decides to go through life seeing what else he can get out of it. He manages to sidestep helping his neighbors, holding a baby and taking part in a trust fall exercise, all because he “can’t touch this”.

Every time he successfully avoids a chore, MC Hammer shouts out the iconic line.

: ‘It’s a Cheetos Thing’

Agency:

Client:

Date: January 2020

Frito-Lay’s Cheetos has revived the 90s energy of MC Hammer for a Super Bowl spot advertising its new popcorn snack. Making an appearance at the game for the first time in 10 years, the brand is riffing off the idea of the dust that gathers on the fingers of Cheetos eaters.

When spot’s protagonist realizes he can get out of a job for his boss because of his orange digits, he approaches life by seeing what else he can get out of it. He manages to sidestep helping his neighbors, holding a baby and taking part in a trust fall exercise, all because he “can’t touch this”. Every time he successfully avoids a chore, MC Hammer shouts out the iconic line.

The airing of the commercial kicks off Cheetos’ newest marketing campaign, ‘It’s a Cheetos Thing’.

In teaser clips, Hammer sits down at the piano to bang out the melody. Before he hits a key, he sees that his fingertips are covered in Cheetle and states, “Wait, I can’t touch this,” which suddenly gives him a great idea.

A second teaser, ‘Shuffle Steal,’ sees MC Hammer doing his iconic shuffle to steal a bag of Cheetos Popcorn while on set. 

Credits:
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Brand: Cheetos

Agency: Goodby Silverstein & Partners

Tags: United States

 

 

 

 

 

 

 

 

 

 

 

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Frito-Lay has already launched a portfolio-wide campaign, ‘Ready for Crunchtime’ – to remind consumers about the snacking essentials of game-time prep, including a commercial starring NFL legends Michael Irvin, Deion Sanders, Terry Bradshaw and Tony Gonzalez. Also, Doritos announced two remix flavors: Flamin’ Hot Limon and Cool Ranch, and enlisted Sam Elliott and Lil Nas X in teasers for the big game.

Coca-Cola

Coca-Cola is going Hollywood for its Super Bowl spot, nabbing famed director Martin Scorsese and actor/director Jonah Hill to launch Coca-Cola Energy in a big way.

The 60-second spot, ‘Show Up’ features Scorsese and Hill – with a cameo appearance from Grammy-nominated hip-hop artist YBN Cordae – texting back and forth in order to meet each other at a party.

: ‘Show Up’

Agency:

Client:

Date: January 2020

Coca-Cola is going Hollywood for its Super Bowl spot, nabbing famed director Martin Scorsese and actor/director Jonah Hill to launch Coca-Cola Energy in a big way.

The 60-second spot, ‘Show Up’ features Scorsese and Hill – with a cameo appearance from Grammy-nominated hip-hop artist YBN Cordae – texting back and forth in order to meet each other at a party.

In it, Scorsese is seen at a costume party looking lost among the revelers. Cut to Hill lounging on his couch. He gets a text asking if he’s coming. He looks tired and doesn’t want to go. Scorsese waits as he sees the dots of a pending text, which never seem to come. It then becomes a news story as the dots appear everywhere. A reporter wonders, “Is Jonah Hill going to flake out on Martin Scorsese? The world wants to know.”

Things get a bit surreal after that, with three-eyed frogs and YBN Cordae all wondering what Hill will text. Hill then goes to a convenience store and grabs a Coca-Cola Energy. After drinking it he is energized and shows up with a big hug by Scorsese.

The brand will host ‘Show Up Monday’ the day following the game.

Credits:
 

 

 

 

 

 

 

 

 

 

CLIENT

Coca-Cola

 

Wieden+Kennedy Portland

Executive Creative Directors

Jason Bagley, Eric Baldwin

Creative Directors

Christen Bestrup, Bertie Scrase

Copywriter / Art Director

Lucas Tristao, Sara Phillips, Nick Morrisey, Johan Arlig

Producer(s)

Jennie Lindstrom

Director of Craft – Film/Production

Ben Grylewicz

Account Team Member(s)

Brooke Stites, Courtney LeBlanc, Emery Barnes,

Abderrahim El Khouani, Jack Stites

Creative Operations Manager

Christina Kim

Global Group Strategy Director

Henry Lambert

Brand Strategy Director

Scott Woodhouse

Brand Strategist

Bianna Nikdel

Media Team

Jason Strickland, Melissa Meier

Business Affairs

Teresa Lutz

Traffic

Joseph Chaath, Quinn Hill

Design Ops Manager/Design Producer

Katey Kahanu

Executive Design Producer

Annie Sanditen

Studio Designer

Greg Jacobson

Studio Specialist

Matt Blum

 

PRODUCTION COMPANY

Production Company

Smith & Jones Films

Director

Ulf Johansson

DP

Andrzej Sekula

 

 

 

Executive Producers

Philippa Smith

Head of Production

Tori King

Line Producer

Mark Berger

 

EDITORIAL

Company

Rock Paper Scissors

Editor

Damion Clayton

Assistant Editor

Sebastian Zotoff

Post Executive Producer

Shada Shariatzdeh

Head of Production

Dre Krichevsky

Post Producer

Dina Ciccotello, Kevin Gottlieb

 

VFX

Company

The Mill

Creative Director

John Shirley

VFX Producer

Melanie Roy

Production Coordinator

Jena Bodell

Additional Production

Goutham H

VFX Executive Producers

Anastasia Von Rahl

2D Artist

Aldrin Jaison, AVV Suresh, Mahesh Ravila, Mayank Shekhar

Tiwari, Prajeesh Chaliyam, Prasun Talukdar, Rakesh Venugopal, Remedy Huynh, Tim Rudgard

3D Artist

Dan Warom, Jadheer T P, Jason Monroe, Monique Espinoza,

Ravi Kumar N, Sendil J, Samantha Pedregon, Tom Graham

Finish Artist

Scott Johnson

Matte Painting

Gillian George

Animation

John Fielding

Motion Graphics

Anastasia Skrebneva, Greg Rubner, Steven Greenwalt

 

 

COLOR

Colour Company

The Mill

Colourist

Matt Osborne

Colour Assists

Logan Highlen, Gemma Parr, Brandon Phillis, Carver Moore

Colour Producer

Blake Rice

 

 

MUSIC

Company (middle section of music)

Squeak E Clean Studios

Song Title

Everybody’s Waiting

Executive Creative Director

Sam Spiegel

Creative Director

Rob Barbato

Composer

Julie Nichols, Rob Barbato

Executive Producer

Christina Carlo

Senior Producer

Amanda Patterson

Producer

Johanna Cranitch

 

MUSIC

Composers/Performers (end music)

Martin Estrada/Cisco Adler

Song

Brasserie #8

 

MUSIC

Song (beginning track)

RNP (feat. Anderson .Paak)

Written + Composed by

Cordae Dunston, Brandon Paak Anderson and Jermaine Cole

Published by

These Are Songs of Pulse (BMI) | Watch And Learn Publishing (BMI) |

Dreamvillain/Songs of Universal (BMI)

 

 

 

Produced by

J. Cole

Recorded by

Juro “Mez” Davis at The Sheltuh in Dreamville, NC

Additional Elements by

Dem Jointz

Programming by

Kid Culture

Recorded by

Jhair “Jha” Lazo at The Stu, Chicago, IL

Recorded by

Brendan “Bren” Ferry at My Home Studio, Lost Angeles, CA

Mixed by

Derek “MixedByAli” Ali

Asst Engineer:

Zachary Acosta for Paramount Recording

Mastered by

Dave Kutch at The Mastering Palace, New York, NY

Anderson .Paak appears courtesy of Aftermath Records

 

 

SOUND DESIGN

Sound Design Company

LSD Studios

Sound Designer

Michael Anastasi

Audio assistant

Kai Paquin

Executive Producer

Susie Boyajan

 

MIX

Mix Company

Lime Studios

Audio Mixer

Rohan Young

Audio Assist

Jeremy Nichols

Executive Producer

Susie Boyajan

 

Motion Graphics / PAC-MAN Animation

Company

W+K Motion

Motion Lead

Adam Sirkin

Motion Designer – 2D Artist

Chris Huang

Motion Designer – 3D Artist

Neil Hilken + David Mellor

 

Tags: United States

 

 

 

 

 

 

 

 

 

 

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Pepsi

Pepsi has a huge presence with its Pepsi Halftime Show, this year with Jennifer Lopez and Shakira. The brand also rolled out a newly-designed can for Pepsi Zero Sugar with a matte black finish and a distinctive black tab, and to celebrate this, during Super Bowl LIV, Pepsi will give everyone in the US free Pepsi Zero Sugar if the game ends in zero. In addition, the brand is awarding the Pepsi NFL Rookie of the Year winner and the trophy is getting a black matte makeover.

To promote the new black matte look, the brand will feature a 30-second commercial starring the iconic Missy Elliott and two-time Grammy Award winning breakout artist H.E.R. doing their version of Paint it Black. The ad will promote Pepsi Zero Sugar.

: ‘Paint it Black’

Agency:

Client:

Date: January 2020

To bring Pepsi Zero Sugar to the world’s biggest stage during Super Bowl LIV, Pepsi teamed with Missy Elliott and Grammy-Award winning breakout star H.E.R., who, with co-producer Timbaland, created a bold new version of the classic hit Paint it Black. This new version will be the soundtrack to ‘Zero Sugar. Done Right.,’ a music-video-inspired 30-second Super Bowl commercial promoting the new matte black Pepsi Zero Sugar can.

“I’ve been following H.E.R.’s career closely; her talent is undeniable,” said Missy Elliott. “When the opportunity came up, to not just work together but collaborate and create something all our own, we had to make it happen. I called up Timbaland and Sean Bankhead, I got the best of the best to make sure we brought the noise and did Pepsi Zero Sugar right.”

Said H.E.R.: “Everything about this experience – from the music, to the shoot, to the collaboration with an icon like Missy – it was really special. Pepsi gave us the creative liberty and platform to create this song and the video, it’s an honor and I think people will appreciate how real we tried to be with the final product.”

In a bold challenger move, ‘Zero Sugar. Done Right.,’ starts with H.E.R. holding a red can that transforms into matte-black Pepsi Zero Sugar as she sings “I see a red door, and I want it painted black.” From there, H.E.R. breaks away from the conventional red world, joining Missy in the Pepsi Zero Sugar world – an energetic place of bold, unapologetic fun.

The commercial itself is a mass scale visual tour de force featuring choreography by Sean Bankhead and is inspired by Missy Elliott music videos and past iconic Pepsi spots with some of music’s biggest stars.

In the days leading up to Super Bowl LIV and Halftime Show performance, Pepsi will host the Pepsi Zero Sugar Super Bowl party featuring Harry Styles, Lizzo and Mark Ronson and a number of parties at Pepsi Zero Sugar Neon Beach at the Clevelander Hotel – featuring Snoop Dogg, Lil Jon, Fat Joe, Farruko and many more.

Credits:
 

Tags: United States

 

 

 

 

 

 

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Pepsi has also announced that Lizzo and Harry Styles will headline the Pepsi Zero Sugar Super Bowl party on Friday 31 January at Meridian Island in Miami.

MTN Dew

MTN Dew is taking a page from the Shining for its Super Bowl ad. After a typewriter teaser that gave an obvious nod to the movie, the current spot finds Bryan Cranston recreating Jack Nicholson’s axe-wielding role while he tries to tempt Tracee Ellis Ross with MTN Dew Zero Sugar.

New York Life

New York Life, a mutual life insurer, revealed the 60-second advertising creative to air during the Super Bowl. The film, titled Agáp?, launches New York Life’s new “Love Takes Action” campaign, a celebration of the company’s first 175 years. The creative will run between the game’s first and second quarters.

SodaStream

SodaStream is returning to the Super Bowl for the first time in six years with a 30-second ad airing right before the half time show featuring science guy Bill Nye and a trip to Mars to retrieve water. 

Heinz

The food and condiment brand looks to do a portfolio feature in the game.

Oikos

Oikos Triple Zero Yogurt, the official yogurt of the NFL, is saluting the glutes of football players past and present with ‘Oikos YoGlutes’, its Super Bowl commercial.

Snickers

The candy bar celebrates the 10th anniversary of its irreverent ‘You’re Not You When You’re Hungry’ campaign.

The longform, created by BBDO New York and AMV BBDO, feature people dropping a giant Snickers into a huge hole in the ground to fix the world’s problems.

WeatherTech

The maker of floor mats and other auto interior products is back for its seventh Super Bowl, this time highlighting pets, as it also makes home and pet care products.

Featured in the ad is Scout, a ‘lucky dog’ who was treated at the University of Wisconsin Madison School of Veterinary Medicine. The spot encourages people to donate to the life-saving efforts by the school.

Porsche

Starring the all new Taycan, ‘The Heist’ is the first Porsche Super Bowl commercial since 1997. It takes viewers on a heart-pounding chase with an all-star cast of cars from the Porsche Museum in Stuttgart, Germany. 

Toyota

Toyota’s Highlander SUV will be featured in a 60-second spot.

General Motors (GMC)

GM is bringing back the Hummer name, albeit to the GMC Hummer EV, an electric pickup truck. It will be promoted by LeBron James and will feature an ad during the Super Bowl.

Donald Trump & Michael Bloomberg

The two presidential candidates will air political ads during the game. Fox has said that it will isolate the two ads so they don’t appear with other commercials.

Regional Coverage

Saint Archer/MillerCoors

Molson Coors is debuting its ad for Saint Archer Gold, a new premium light beer that is betting big on taste. This is the largest investment that Molson Coors has made for an ad during the big game since 2009.

The 30-second spot, ‘Patience’, will air in 70+ markets across the country. The spot features Paul Rodriguez, professional skateboarder and Saint Archer Brewing Company co-founder, skateboarding through San Diego, the birthplace of Saint Archer, to the iconic whistling tune of Patience by Guns and Roses. 

: ‘Patience’

Agency:

Client:

Date: January 2020

Molson Coors has debuted its ad for Saint Archer Gold, a new premium light beer that is betting big on taste. This is the largest investment that Molson Coors has made for an ad during the big game since 2009.

The 30-second spot, ‘Patience’, will air during the Super Bowl in 70-plus markets across the country. The spot features Paul Rodriguez, professional skateboarder and Saint Archer Brewing Company co-founder, skateboarding through San Diego, the birthplace of Saint Archer, to the iconic whistling tune of Patience by Guns and Roses. 

Credits:
 

 

 

Client: Molson Coors Beverage Co./Saint Archer Brewing Co. 

VP Head of Tenth and Blake at Molson Coors: Paul Verdu 

VP Above Premium Beer at Molson Coors: Andrew Walker

President, Saint Archer Brewing: Brad Nadal 

VP of Marketing, Saint Archer Brewing: Adam Warren 

Senior Director Molson Coors: Mara Schaefer

Senior Brand Manager Molson Coors: Amanda Devore 

Associate Marketing Manager: Kim Schaefer

Creative Director, Saint Archer Brewing: Kylie Carnes 

 

Agency: Preacher  

Chief Creative Officer: Rob Baird 

Chief Executive Officer: Krystle Loyland 

Chief Strategy Officer: Seth Gaffney 

Creative Director: Marcus Brown 

Creative Director (Copy): Sean Vij

Brand Director: Kristen Meade 

Strategy Director: Marika Wiggan 

Executive Producer: Stacey Higgins 

Senior Producer: Shane Smith  

Business Affairs: Abbi Press

 

Production Company:  Biscuit Filmworks

Partner/Managing Director: Shawn Lacy

Director: Isaiah Seret

DP: Chris Blauvelt

Executive Producer: Jeff McDougall

Head of Production: Rachel Glaub and Mercedes Allen-Sarria

Line Producer: Jessica Cooper

Production Designer: Adam and Tina

Edit House:  CARTEL

Executive Producer / Partner:  Lauren Bleiweiss

Executive Producer / Head of Sales:  Alaina Zanotti

Head of Production: Meagen Carroll

Producer: Greer Bratschie

Editor:  Chris Catanach   

Assistant:  Zoe Kraft 

 

Music: 

“Patience” by Guns N Roses

 

Audio Mix:  Lime

Sound Engineer: Rohan Young 

 

Finish House: Framestore

Senior Producer: Andrew McLintock

 

Telecine: Framestore

Senior Producer: Andrew McLintock

Colorist:  Beau Leon

 

VFX:  Framestore

Senior Producer: Andrew McLintock

VFX Artist: Gretchen Capatan

VFX Artist: Marguerite Cargill 

 

Tags: United States

 

 

 

 

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Zenni Optical

Zenni is highlighting its ’20/20 vision’ for the coming year with its first ever in-game ad. With San Francisco 49ers All-Pro tight end George Kittle starring in the game and his first commercial for the brand, Zenni will be doing ads across the country in “vision-centric” media markets.

Indiana Farm Bureau Insurance

The insurance company has launched its ninth annual Super Bowl campaign, running in local markets.

Dignity Health

Dignity Health is launching a new “found footage” campaign as part of its ‘Hello Humankindness’ platform that will launch during Super Bowl LIV in most markets (except LA and pre-game only in San Francisco), and nationally during the Puppy Bowl on Animal Planet.

Follow all The Drum’s Super Bowl coverage here.

SOURCE: News – Read entire story here.