The Super Bowl of Advertising 2012 - SPOILER ALERT

 

 
Ms. Brown for M&Ms is just one of the many ads to air during Super Bowl XLVI
 

The Super Bowl of Advertising 2012 - SPOILER ALERT

Super Bowl XLVI is just around the corner. This year NBC is charging an average of $3.5 million for each 30 second spot. Here’s a peek at what you’ll see in addition to a ton of NBC self-promo and most likely considering this is an election year, some political ads.

1ST QUARTER

Hyundai Veloster Turbo and/or Genesis Coupe R-Spec: Spot will use testosterone to “play up the performance side of Hyundai”. Actor Jeff Bridges does the voiceover. The brand will also have a 60-second spot before kickoff.
Created by: Innocean Worldwide Americas

M&Ms: The 30-second spot introduces Ms. Brown, the new character in its line of animated spokescandies. Will Ms. Green and her engage in a cat fight? Who knows. She is described as “Ms. Brown is an intelligent woman with a sharp wit who finally decided to reveal herself after working for decades behind the scenes as “chief chocolate officer.”
Created by: BBDO

UPDATED Coca-Cola: The polar bears are coming as part of the "Open Happiness" campaign. One ad in either 1st or 2nd quarter is a 30-second animated "Superstition" shows one of the bears watching the game with his fingers, toes, arms, legs and even his scarf crossed. The other is a 60-second "The Catch" has two versions. The bear cheering for the team that is losing at the time the commercial airs -- assuming the game is not tied at the time -- will make a gravity-defying catch of a flying bottle of Coke. The bears will be featured on the website throughout the game. As they sit on their "snowfa" in an Arctic cave, they will react to plays on the field, referees' calls and even commercials. At the same time, viewers can send tweets and emails to the bears with questions and comments, getting the bears responses at www.CokePolarBowl.com.
Created by: Wieden + Kennedy

2ND QUARTER

Bridgestone: One of two 30-second spots which will include Troy Aikman lending his hand to ads that explore fictional scenarios where Bridgestone tires help change the world of sports. View all the teasers on the brand’s youtube channel and one below.
Created by: Richards Group

H&M: A 30-second ad will promote a new line of David Beckham Bodywear underwear, with the soccer star sporting nothing but his knickers.
Created by: In-house

Sketchers: A bulldog named “Mr. Quigley” who races grayhounds and Mark Cuban (owner of the Dallas Mavericks) will promote the new GoRun shoe line in this 30-second spot.
Created by: In-house

UPDATED Coca-Cola: The polar bears are coming as part of the "Open Happiness" campaign. One ad in either 1st or 2nd quarter is a 30-second animated "Superstition" shows one of the bears watching the game with his fingers, toes, arms, legs and even his scarf crossed. The other is a 60-second "The Catch" has two versions. The bear cheering for the team that is losing at the time the commercial airs -- assuming the game is not tied at the time -- will make a gravity-defying catch of a flying bottle of Coke. The bears will be featured on the website throughout the game. As they sit on their "snowfa" in an Arctic cave, they will react to plays on the field, referees' calls and even commercials. At the same time, viewers can send tweets and emails to the bears with questions and comments, getting the bears responses at www.CokePolarBowl.com.
Created by: Wieden + Kennedy

1ST HALF
Lexus: The 30-second spot will tout its 2013 GS and talk about products to come this year. This is the brand’s first time in the game. You can view a 15-second teaser on the brand’s youtube channel.
Created by: Team One and Attik

3RD QUARTER

Dannon Oikos Greek Yogurt: 30-second spot starring John Stamos, which will include a “massive social media and public relations campaign”. This will be the first time for the brand to appear in the Super Bowl Ad lineup.
Created by Poptent with advice of AOR Y&R New York. The winning submission was from Remy Neymarc, 21 from New Jersey.

Century 21: 30-second spot starring Donald Trump, Deion Sanders and Apolo Ohno, which will “demonstrate that Century 21 agents are “Smarter. Bolder. Faster.” This will be the first time for the brand to appear in the Super Bowl Ad lineup.
Created by Red Tettemer & Parters in Philadelphia

Volkswagen: 60-second spot for the 2012 Beetle under the “Star Wars” theme (just like last year).
Last week, VW started pumping a teaser campaign on its site and on Youtube featuring a dog choir rendition of the theme song as Dabitch pointed out.

Created by: Deutsch Los Angeles

E*Trade: Yes, the baby is back for the 5th year running. The spot “will depict the character interacting with people for whom an important life event--the birth of a child--spurs them to think about investing. From The NY Times: The change in the fifth year of the campaign is ment to “take the baby to the next level,” said Nick Utton, chief marketing officer at E8Trade Financial. “It’s critically important to keep the baby fresh and engaging.”
Created by: Grey New York

Cars.com: A 30-second spot showcasing the USP of how it helps shoppers choose “the perfect car at the perfect price”.
Created by: DDB Chicago

Bridgestone: One of two 30-second spots which will include Troy Aikman lending his hand to ads that explore fictional scenarios where Bridgestone tires help change the world of sports. View the teasers on the brand’s youtube channel.
Created by: Richards Group

FOURTH QUARTER

Hyundai Veloster Turbo and/or Genesis Coupe R-Spec: Spot will use testosterone to “play up the performance side of Hyundai”. Actor Jeff Bridges does the voiceover.
Created by: Innocean Worldwide Americas

Honda CR-V: The 60-second spot is is centered on the “leap lists” of ambitious life goals compiled by twenty- and thirtysomethings. The commercial will be released 10-14 days before the game.
Created by: RPA

2nd Story Software/TaxACT: A 30-second spot promotes the software that allows people to prepare their federal taxes for free.
Created by: J.W. Morton and Associates and Mechaniks

UNKNOWN AIRTIME

Honda Acura: 30- or 60-second spot. This will be Acura’s first showing in a Super Bowl.
Created by: TBD

Anheuser-Busch: Has 4 ½ minutes in total of air time. A mix of :30s and :60s, at least one will be for the new Bud Light Platinum, others for Bud Light and Budweiser most likely based on past performances. The brand doesn’t usually let too much out about the creative before the game, although it’s possible that this coming week a little more light may be shed prior to game time.
Created by: TBD - One agency is lead to be Translation led by Steve Stoute and Jay-Z. Usual suspects includes DDB Chicago, among others.

UPDATED! Audi: "Vampire Party" is a 60-second ad to promote Audi LED headlights.
Created by: Venables, Bell & Partners
Watch the ad:

Best Buy: A 30-second spot is all that is known.
Created by: Crispin Porter & Bogusky

CareerBuilder: A 30-second spot is all that is known.
Created by: In-house

GM/Chevrolet: A consumer-generated 30-second spot will air created by a 26-year-old aspiring filmmaker from Long Island, NY. His film shows a new high school graduate who mistakenly thinks his parents gave him a new Camaro only to have a neighbor drive off in it.
Created by: Zach Borst. Goodby Silverstein and Partners is lead US agency for Chevrolet.
See the ad:

Chrysler: A 60-second spot is all that is known.
Created by: TBD

Doritos: Most likely will air at least 2 30-second spots with one coming from The Lonely Island and another the winner of the now ubiquitous “Crash the Super Bowl” UGC spot.
Created by: Goodby Silverstein and Partners

FedEx: Rumored to have a spot airing. Nothing more is known.
Created by: BBDO is agency of record.

General Motors: Rumored to have 4-5 30-second spots spread among Chevy Volt and Sonic and one for Cadillac (and probably even for the parent company).
Created by: Unknown but Goodby Silverstein and Partners is lead US agency for Chevrolet.

GoDaddy.com: One of two 30-second spots. One will feature Danica Patrick and a rebirth of the group Pussycat Dolls. The other stars Patrick, Jillian Michaels covering Colombian model Natalia Velez with body paint to tout the company’s “.co” domain names.
Created by: In-house

Kia Optima Limited: “Drive the Dream” is a 60-second spot that brings us into the dream of a guy who we find driving an Optima around a track filled with male fantasies includeing Adriana Lima scantily clad, mixed martial arts fighter Chuck Liddell set to Mötley Crüe onstage singing “Kickstart My Heart” (who knew that those guys were still relevant).
Created by: David & Goliath

Kia Optima Limited: “Drive the Dream” is a 60-second spot that brings us into the dream of a guy who we find driving an Optima around a track filled with male fantasies includeing Adriana Lima scantily clad, mixed martial arts fighter Chuck Liddell set to Mötley Crüe onstage singing “Kickstart My Heart” (who knew that those guys were still relevant).
Created by: David & Goliath

History Channel: A 30-second spot will promote the channel’s show, “Swamp People”.
Created by: In-house

PepsiCo: Rumors have it that there will be two 30-second ads, although there may also be a :45 for PepsiMax. One of these will feature Melanie Amaro, the winner of Fox’s “X Factor”.
Created by: TBWA/Chiat/Day

Samsung: More rumors flying here. Dabitch posted about this earlier last week which could continue their trashing of Apple fan boys and girls.
Created by: Unknown

Telaflora: Probably a 30-second spot, but unknown.
Created by: Unknown

Toyota Camry Possible spot to tout the 2012 Camrey
Created by: Saatchi & Saatchi LA

As more news breaks, we’ll update this listing. And if you hear anything, leave it in the comments.

Forbes has a nice write up of why brands find value in advertising in the Super Bowl and the do’s and don’t’s to follow.

Mashable also put together an infographic showing what types of Super Bowl ads get shared the most.

Also, check out this fun list of Super Bowl ad factoids and impress your friends and co-workers around the watercooler.

Don’t forget, you’ll find us here on Super Bowl Sunday tweeting live and you’ll find all the commercials right here during and after the game in Adland’s Super Bowl Archive with 40 years of ads.

FIND THE LATEST UPDATES HERE: Latest updated post from 1/29: http://adland.tv/content/super-bowl-xlvi-ads-2012-spoiler-alert-updated-129

Comments

Looking forward to this years game more than the ads.

I'm looking forward to the game more than the commercials this year.

The Chevy consumer generated Superbowl ad looks remarkably similar to my favourite Thrifty ad. Boo. ow.ly/8FazR

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