Showing posts with label Super Bowl 2011 Ad. Show all posts
Showing posts with label Super Bowl 2011 Ad. Show all posts
Friday, January 7, 2011
Friday, December 17, 2010
Pepsi returns to Super Bowl with ads for Max
Just one year after spurning the Super Bowl to focus on online social media, Pepsi will flaunt its struggling Pepsi Max product in TV ads — with a strong social-media tilt. The PepsiCo-owned cola giant will use the consumer-generated Super Bowl ad strategy that's been so successful in recent years for PepsiCo's Frito-Lay Doritos snack brand.
Three 30-second Pepsi Max spots will air, along with three spots for Doritos in the Feb. 6 game on Fox. The six spots for the two brands will make PepsiCo one of the game's biggest ad spenders.
PepsiCo is "doubling down," says Rudy Wilson, marketing chief at Frito-Lay. PepsiCo bought three slots for Doritos last year (and snared a last-minute fourth).
The move signals how competitive it is for ad time in this Super Bowl. Fox has sold more than 90% of the ad slots, says Lou D'Ermilio, senior vice president at Fox Sports Media Group.
USA TODAY AD METER: Revisit the Super Bowl ads
D'Ermilio declined to say how many slots remain or name other advertisers, though Anheuser-Busch, GoDaddy.com and Hyundai have said they'll be in again.
For now, Pepsi's return stands out as the Super Bowl's most compelling marketing story.
"It's a very big deal that Pepsi's back in," says Beverage Digest editor John Sicher. "The campaign will automatically get tremendous exposure."
It has to be a relief for the National Football League and its partner TV networks, shaken last season when perennial Super Bowl ad powerhouse Pepsi abandoned the game for online social media.
"We've always said the Super Bowl makes a ton of sense when it's right for your brand," Lauren Hobart, CMO for sparkling beverages at PepsiCo Beverage America. She said the importance of social media to Pepsi remains huge and the "Pepsi Refresh" campaign will go on.
For its ads, Pepsi Max will join Doritos in offering up to $5 million in prizes to consumers who create ads that win, or finish high, in USA TODAY's annual Super Bowl Ad Meter that tracks and ranks the real-time responses to ads during the game by a panel of consumers.
For Pepsi Max, the high-profile move is about focusing its somewhat confusing image. A new campaign has helped sales, but it still lags behind more successful rival Coke Zero. Pepsi Max's challenge is marketing itself as a diet drink without using the word "diet," off-putting particularly to males.
"We're trying to drive awareness that this is a zero calorie drink with maximum taste," Hobart says.
Upbeat but Sympathetic: A Fine Line for Super Bowl Ads
The advertisers, which are spending up to $3 million for each 30-second commercial during Super Bowl XLIII, have a tricky task before them. They must figure out the right way to speak to consumers worried about the wretched economy while at the same time not ignore the long-standing appeal of Super Bowl Sunday as a night of escapist fare.
“Advertisers have to strike a delicate balance this year,” said Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University.
“They need to recognize the environment we’re in,” Mr. Calkins said, “so they don’t want to appear too flip, making light of a tough situation.”
“But the people who watch the Super Bowl, they still want to be entertained,” he added.
Mr. Calkins likened the challenge the advertisers face to the situation that confronts a political candidate in tough times. “You don’t want to seem tone-deaf,” he said, “but you don’t get elected telling people how bad things are.”
Previews of some of the commercials that NBC plans to run nationally during the game suggest that advertisers and the agencies creating the spots are tip-toeing along the tightrope.
For instance, at least two advertisers — the Denny’s restaurant chain and the Universal resort in Orlando, Fla. — intend to run commercials meant to appeal to thrift-minded consumers; the ads will end with special offers.
Such promotions are highly unusual for a Super Bowl, where marketers typically run spots that burnish corporate images or ask consumers to buy products at regular prices. One exception was a commercial that ran during halftime of the 1975 Super Bowl in which Joe Garagiola introduced rebates on Chrysler cars with a “Buy a car, get a check” promotion.
“We think this offer will create a lot of excitement,” said Kurt Kostur, senior vice president for marketing at the Universal Orlando Resort, part of the NBC Universal division of General Electric, and “strike a chord with today’s families.”
Mr. Kostur declined to describe the promotion because, he said, “we’re saving it to reveal within the Super Bowl.”
But it makes sense despite the challenge the economy presents, he added, in that the offer is meant to evoke “the time you felt you could be anyone, do anything.” The Universal Orlando Resort commercial was created by David and Goliath, an agency in El Segundo, Calif.
Likewise, Denny’s is mum on details about the promotion planned for its first Super Bowl spot ever, created by Goodby, Silverstein & Partners in San Francisco, part of the Omnicom Group. Executives, however, say the offer involves the restaurant chain’s Grand Slam breakfast.
“It’s above and beyond a coupon,” said Mark Chmiel, chief marketing officer at Denny’s in Spartanburg, S.C., who said the promotion was a response to the slowdown in meals eaten in restaurants since the recession began.
“We have seen evidence that 40 to 50 percent of people are dining out less often,” Mr. Chmiel said. “What they’re looking for is something that really resonates with them and offers real value.”
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In another sign of the (troubled) times, Cash4Gold, a company that pays money for jewelry and other valuables, is buying commercial time for the Super Bowl that might be the first spot in the game from what is known as a direct-response advertiser.
The buy, reported on Thursday by USA Today, raised eyebrows among some who follow the advertising industry, wondering whether the recession was reducing demand for Super Bowl spots among mainstay brands.
“The Super Bowl advertising ranks are usually filled with the big boys of marketing: Anheuser-Busch, Coca-Cola, PepsiCo,” an article on the Web site of the trade publication Advertising Age began. “And now: Cash4Gold?”
A spokesman for the NBC Sports unit of NBC, which is overseeing ad sales for Super Bowl XLIII, demurred.
“The Super Bowl obviously is the best way to reach a mass audience,” said the spokesman, Brian Walker, and Cash4Gold “saw value in it for their business needs, much in the way the Pepsis and Anheuser-Busches did.”
Even so, Cash4Gold is not running one of its regular commercials, which specialize in hard-sell tactics like repetition of a toll-free telephone number.
Rather, the company worked with two mainstream agencies to create a humorous spot — with a Web address (Cash4Gold.com) in place of the toll-free number — that would not seem out of place with Super Bowl spiels from blue-chip brands like Pepsi-Cola or Bud Light.
“We definitely wanted to do a commercial with a creative concept worthy of the Super Bowl,” said Steve Netzley, chief executive at Euro RSCG Edge in Carlsbad, Calif., part of the Euro RSCG Worldwide division of Havas. His agency worked on the spot with another Havas agency, Arnold Worldwide, and a director, Bryan Buckley, who has directed Super Bowl spots for advertisers like E*Trade and Monster.com.
The Cash4Gold commercial features Ed McMahon and the rapper MC Hammer in a can-you-top-this competition to sell gold memorabilia and other valuables through Cash4Gold.com. The spot even borrows a page from the Super Bowl ad playbook of major marketers by ending with a mildly naughty punch line.
“We absolutely changed up everything for the Super Bowl,” said Jeff Aronson, chief executive at Cash4Gold in Pompano Beach, Fla., part of Albar Precious Metal Refining, to help the company reach more consumers who may be receptive to its message as a result of the bad economy.
To be sure, many Super Bowl advertisers intend to run commercials looking just like those that have appeared during boom times. Many spots on Sunday will be filled with Super Bowl ad staples like celebrities, special effects, anthropomorphic animals and surprise endings.
“It’s a conundrum,” said Gary Carr, senior vice president for national broadcast at a New York media agency, TargetCast TCM.
“Some boards of directors are saying, ‘Let’s not do something so high-profile’ like advertise on the Super Bowl,” Mr. Carr said, yet “the world hasn’t come to an end and people still have to sell beer and cars.”
“Companies have to look inside their hearts and minds and do what they feel is right,” he added.
Guiness Beer TV Ad Dark Life
Credits:
Director: Frederic Planchon
Production: Academy Films
Creative: Irish International
Diageo head of marketing communications: Garbhan O'Bric
Music: 10 Mile Stereo by the band Beach House
LG's TV Commercial Rare Butterflies
Credits:
Brand: LG
Agency: Mindshare
Director: Richard Ayoade
Production: Framestore
Producer: Simon Whalley; Mike Woods
Post Production: Framestore
Top 5 worst Super Bowl commercials
The study was carried out by HCD Research and concluded that the worst Super Bowl commercial this year was a promotion by CBS network for its long standing show Survivor.
Top five worst Super Bowl commercials:
1. CBS Films’ “The Back-Up Plan” commercial
The Back Up Plan is an upcoming film starring Jennifer Lopez and Alex O Loughlin starring as the lead couple Zoe and Stan, whose face new ups and downs after Jennifer Lopez becomes pregnant. The Super Bowl commercial showed a few scenes from the film, where the couple has a conversation after they witness a woman giving birth in a pool.
2. Boost Mobile “Mobile Shuffle” commercial
The Boost Mobile Super Bowl commercial showed the aging members of the Chicago Bears doing their 1985 winning Super Bowl shuffle. The 30 second commercial has been lambasted for many reasons, one of them being a shot of one of the former players' rear.
3. US Census Bureau “Production Meeting” commercial
The US Census Bureau advertisement has been widely called as a waste of about $2.5 million. The 30 second advertisement during the Super Bowl starred Ed Begley Jr, apart from two pregame blurbs and 12-second "vignettes" with Super Bowl anchor James Brown.
4. Go Daddy “Massage” commercial
The Go Daddy commercial was called out for having no creativity, no humour and no message. The advertisement for the website, which was banking on the shock factor, was criticised by many others for being too boring.
5. CBS “Survivor” commercial
The CBS Survivor commercial for the Super Bowl game was voted as the worst commercial in the advertisement lineup.
Super Bowl Commercials - Top 5 of all times favorite
The Super Bowl Commercials 2010 have a number of good ads which includes Budweiser, Betty White’s Snicker ad, Doritos Commercial, Google Ads etc.
However here are the top 5 Super Bowl Commercials of all times. These Super Bowl Ads are available on the net. Do watch them:
1. Doritos (2010) – Everyone loves this ad. It’s the one that has made everyone laugh out loud. The Doritos Super Bowl Ad 2010 is the best commercial of 2010.
2. The Budweiser (2002) – The Budweiser Waaaasuuuup campaign is so fantastic that it surely finds a place in the top 5 ads of all times. The Budweiser Commercial has been the most popular and every year they come out with the best ads.
3. Career Builder (2007) – The Career Builder monkeys were untouchable. A must watch ad.
4. McDonald’s (1993) – Advertising at its best. The ad must be seen to believe it. There’s so much nostalgia – for a time when McDonalds characterized American fine dining, for a time when Larry Birds and the Celtics couldn’t be stopped, for a time before Michael Jordan tried to become a baseball player.
5. Coke (1979) – Not only the ad, but even coca cola has magical power. Mean Joe Green wouldn’t absolutely snap if a little kid saw him limping down a hallway after a game and asking, need any help?
One should check out these Super Bowl Commercials. Watch them, not to be missed.
Black Eyed Peas to perform at Bridgestone Super Bowl XLV Halftime Show
The Bridgestone Super Bowl Halftime Show is the most-watched musical event of the year. More than 153 million viewers in the U.S. watched last year's show. The Super Bowl and halftime show will be broadcast worldwide.
The Black Eyed Peas join an esteemed list of recent halftime acts that includes The Who, Bruce Springsteen & The E Street Band, Tom Petty and the Heartbreakers, Prince, the Rolling Stones, Paul McCartney and U2.
Since forming in 1995, six-time Grammy award-winning, multi-platinum recording artists The Black Eyed Peas have sold more than 28 million albums worldwide and more than 30.8 million digital tracks. They will release a brand-new album, entitled The Beginning, on Nov. 30, 2010, on Interscope Records that includes the hit new single "The Time (Dirty Bit)."
The Beginning is the follow-up to the group's blockbuster CD, The E.N.D., which has sold more than 11 million copies worldwide, while spending 52 weeks on the Billboard Top 200 chart. It is also the first album in two decades by a duo or group to yield five Top 10 songs on Billboard's Hot 100 chart, including the No. 1 hits "Boom Boom Pow," "I Gotta Feeling" (which is the best-selling digital song in SoundScan history), and "Imma Be," as well as the Top 10's "Meet Me Halfway" and "Rock That Body." The quartet, comprised of Will.I.Am, Fergie, Apl.De.Ap and Taboo, has logged more than 300 headline tour dates in 29 countries with more than 2.2 million tickets sold.
Fans who buy a copy of The Beginning will have a chance to be a special guest of The Black Eyed Peas at the Bridgestone Super Bowl XLV Halftime Show.
This year marks the fourth time the Bridgestone brand has sponsored the Super Bowl halftime show.
The Bridgestone Super Bowl XLV Halftime Show is an NFL Network production and will be executive-produced by Ricky Kirshner and directed by Hamish Hamilton.
Super Bowl XLV planning trip
» At 660,800 square feet, the stadium is one of the largest domed structures in the world.
» The roof is supported by two 35-foot deep and 15-foot wide boxed arch trusses. The arches are more than twice the length of the Gateway Arch in St. Louis.
» The largest video board in the stadium runs from the 20-yard line to the 20-yard line measuring 160 feet in length and 70 feet in height, making it the largest HDTV video board installation in the world.
» Each end zone features a five-leaf clear glass retractable door measuring 120 feet high and 180 feet wide, making it the tallest moveable glass wall in the world.
» The main video board weighs 1.2 million pound and the video screen spans 25,670 square feet.
Super Bowl Transportation and parking
Click and Park is an easy, convenient way for you to reserve a parking space at Super Bowl XLV.
Click and Park is an online reservation tool that assures you a parking space upon arrival, and provides a customized set of directions. www.sbxlv.clickandpark.com
North Texas Information:
The North Texas area will host its first Super Bowl when Super Bowl XLV will be played at new Cowboys Stadium in Arlington on Feb. 6, 2011. Overall, this will be the third Super Bowl held in the state of Texas, as Houston hosted Super Bowl VIII at Rice Stadium in 1974 and Super Bowl XXXVIII at Reliant Stadium in 2004.
Super Bowl 2011 Travel
Airports:
1. Dallas/Fort Worth International Airport -- 13.3 miles to Cowboys Stadium
2. Dallas Love Field -- 21.9 miles to stadium
Future Super Bowl sites
Super Bowl XLVI: Lucas Oil Stadium, Indianapolis, Ind.
Super Bowl XLVII: Superdome, New Orleans, La.
Super Bowl XLVIII: New Meadowlands Stadium, East Rutherford, N.J.
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