Advertisers line up for Super Bowl XL advertising

Adage has their preliminary list of who's advertising in Super Bowl XL up.

The Usual Suspects, back again:
Anheuser-Busch, with the largest number (as usual) of spots has 10 again this year throughout the game by a variety of agencies (again, as usual)
Last year's spots: Skydiver, Island Fantasy, Picture Phone, Donkey look what you started, Cockatoo, Heros Salute/Thank You, Pucker Up, and Cedric Designated Driver

Pepsi-Cola Co. has bought a total fo four 30-second spots, with at least one for Diet Pepsi. Ad agency for Diet Pepsi is DDB, New York
Last year's spots: Diet Pepsi Truck, Guy Watcher, Bottle Songs, and Rich Girl

Ameriquest Mortgage Co. is back with two 30-second spots by DDB, Los Angeles
Last year's spots: Robbery and Romantic Dinner/Cat

General Motors Corp.'s Cadillac returns with one 60-second spot in the second quarter with rumors that it is for their redone Escalade Sport Utility(which will be awarded to the game's Most Valuable Player).
Last year's spots: Barrels

Ford Motor Co. will be in the game with one 30-second spot, possibly for its new Fusion sedan by JWT, Detroit
Last year's spot: Green Light

Career returns with their "monkeys" again in two 30-second spots by Cramer Krasselt, Chicago
Last year's spots: Apology, Whoopie Cushion, and Titanic

Emerald of California is back with one 30-second spot in fourth quarter using the word-game approach Emerald took last year with the letters E and N. It focuses on a druid and a machete enthusiast by Goodby Silverstein & Partners, San Francisco
Last year's spot: Unicorns

New players for this year:
American Home Health has bought one 30-second spot in the second pod of the second half which will feature a "humorous" spot for their PS brand, a line of industrial-strength cleaning products for the house by Fahlgren Benito, Tampa, Fla.

Bayer will advertising their Aleve brand in one 30-second spot in the first quarter by Energy BBDO, Chicago

Burger King bought one 60-second spot after the kick-off and is a new spot part of the campaign fo the King going head to helmet with NFL players by Crispin Porter & Bogusky, Miami, Fla.

ESPN has one 60-second spot to launch Mobile ESPN, the network's mobile-phone service by Arnold, Boston

Nationside Insurance has one 30-second spot in second break of the third quarter with a celebrity spot, part of its "Life Comes at You Fast" branding campaign by TM Advertising, Irving, Texas

Sprint, along with being the half-time sponsor, purchased two 30-second spots, one in second quarter and one in the third by TBWA/Chiat Day, New York

Brands with unknown number of spots:
Subway by ad agency MMB, Boston
Last year's spot: Parking Lot

Unilever, unknown brand (although possibly for Degree again?) by unknown agency

Procter & Gamble Co. for the five-blade Gillette Fusion razor by BBDO, New York

FedEx is back with creative by BBDO, New York
Last year's spot: Ten Things

Film Company spots:
Buena Vista Pictures with one spot for the remake of "Shaggy Dog" - In-house
New Line Cinema with one spot for "Running Scared," - In-house
Sony Pictures with unknown number of spots, probably to promote "Pink Panther" and "The Da Vinci Code" - In-house
Warner Bros. has three 30-second spots for "Poseidon," "V for Vendetta," and "16 Blocks" - In-house

Also related:
Visa and McDonald's pass on Super Bowl XL and tries to clear ad for Super Bowl XL

about the author

caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.

Comments (5)

  • Dabitch's picture

    Looking forward to what Ameriquest Mortgage might get up to this year. Also, I wonder what ESPN mobile will do...

    Jan 12, 2006
  • caffeinegoddess's picture

    Could be interesting. Also looking forward to see what FedEx does this year. The last couple years have been somewhat disappointing. Hoping this year is good.

    Jan 12, 2006
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I thought it was Dove? It's been on all the morning shows in the past 2 days. The spot I caught features kids...

    Jan 13, 2006
  • caffeinegoddess's picture

    Hmm. According to USA Today it looks like it's going to be both.

    Dove marketing director Philippe Harousseau says he is less concerned about the party than standing out from 50 other advertisers, including Unilever sibling Degree deodorant, who paid about $2.4 million each for 60 half-minute ad slots.

    The fact that Dove will be airing a new "Campaign for Real Beauty" spot during the SB is pretty interesting.

    The ad is part of what Dove calls its Campaign for Real Beauty, an ongoing global ad effort based on debunking conventional beauty stereotypes. Much-noticed ads last summer featured unretouched, unabashed adult women, not models. This ad, by Ogilvy & Mather, features girls picked from schools, sports leagues and the Girl Scouts.

    One dark-haired girl "wishes she were blonde." Another "thinks she's ugly." A red-haired girl "hates her freckles." The music is Cyndi Lauper's True Colors, sung by the Girl Scouts Chorus of Nassau County, N.Y.

    See the link for screen shots from the spot.

    Jan 13, 2006

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