Super Bowl XL Advertising Bonanza Spoiler

Just over a week until the Super Bowl XL. We've assembled all the dirt on what you can expect to see. As always, there are probably a good number of secrets yet. But it seems this year, many advertisers are using the pre-game time to use the press to give some extra PR to their spots.

Here is an UPDATED list of the spots broken down by air time (if we know it) that you can expect to see this year.

If you prefer to be surprised, don't read for more. ;)


Burger King One :60 (after kick-off)
Summary: The King going head to helmet with NFL players.
Also (not sure when this one is airing):
An over-the-top 1930s-style musical production: 92 "Whopperettes" dressed as burgers, flames, pickles, lettuce and tomatoes will sing and dance to new lyrics for the famous "Have it Your Way" jingle.
Ad Agency: Crispin Porter & Bogusky, Miami, Fla.

Bayer - Aleve One :30
Summary:Leonard Nimoy shows how "Aleve allows you to be your best self".
Ad Agency: Energy BBDO, Chicago

General Motors Corp. - Cadillac 2007 Escalade Sport Utility One :60
Summary: Featuring 8 Supermodels, including Rachel Hunter, the car is revealed using a fashion show concept.
Ad Agency: Leo Burnett, Detriot

Sprint Two :30 (2nd & 3rd quarter)
Summary: Testing four humorous spots; one was created by a special effects master that work on "The Lion, Witch & the Wardrobe."
Ad Agency: TBWA/Chiat Day, New York


Nationwide Insurance One :30-second - second break
Summary: Fabio in an ad about how fast life can change. Part of its "Life Comes at You Fast" branding campaign
Ad Agency: TM Advertising, Irving, Texas

American Home Health One :30 - PS line of home antibacterial soaps and disinfectants.
Summary: People in biosuits ("humorous")
Ad Agency: Ronin Advertising Group, Coconut Grove, Fla.

Sprint Two :30 (2nd & 3rd quarter)
Summary: Testing four humorous spots; one was created by a special effects master that work on "The Lion, Witch & the Wardrobe."
Ad Agency: TBWA/Chiat Day, New York

Toyota Motor Corp. - 2007 Camry Hybrid One :30
Summary: A Hispanic father is driving his young son in their new hybrid Toyota Camry. When the father explains how the hybrid car switches between gas and electric power, the son compares it to the way his father can switch between English and Spanish. "Because I'm always thinking of your future," the father says, explaining why he learned English -- and why he bought a hybrid.
Ad Agency: Conill Advertising, Torrance, Calif

Emerald of California One :30
Summary:Builds on the word-game approach Emerald took last year using the letters E and N witha druid and a machete enthusiast
Ad Agency: Goodby Silverstein & Partners, San Francisco

Unknown air times:

Ameriquest Mortgage Co. - Two :30s
Summary: No info yet.
Ad Agency: DDB, Los Angeles

Anheuser-Busch- 10 spots throughout the game
Summary: No info yet- So far we know they will include spots for Budweiser, Bud Light, Michelob Ultra Amber. Also possible: AB, and a Don't Drink & Drive type spot.

Budweiser Select:
- Shows a couple playing chess created by Peterson Milla Hooks.

- A junior Clydesdale getting some uncredited help from its parents. (DDB)

For Bud Light:
Possible six spots launch a new campaign "Always Worth It" which shows the lengths people go to get a Bud Light:
- Enduring a John Tesh CD
- Shopping wih his girlfriend during the playoffs
- Ted Ferguson, Bud Light Daredevil
- A young manager whose employee incentive plan is hiding Bud Light around the office.
- A pair of roommates who refuse to share their fridge of Bud Light with guests. (DDB Worldwide)
- Bud Light fans who pretend to do household fix-it jobs while really drinking Bud Light.
Others include:
- Two slacker guys try to escape from a grizzly bear, and Bud Light helps save the day.
- Cedric the Entertainer, walks down the aisle to score a pack of Bud Light.
Ad Agency(s): TBD

Career Two :30s
Summary:"monkeys" are back for another year - This year they are actually calling them chimps!
Ad Agency: Cramer Krasselt, Chicago

ESPN- Mobile ESPN One :60
Summary:Launch Mobile ESPN, the network's mobile-phone service that delivers ESPN-branded sports content
Ad Agency: Arnold Worldwide, Boston

Summary: Remains tight-lipped on what they will air. But the spot is shot in HD.
Ad Agency: BBDO, New York

Ford Motor Co. One :30
Summary: Possibly will push its new Fusion sedan
Ad Agency: JWT, Detroit

Procter & Gamble Co. - Gillette Fusion Razor
One :30 and One :60
Summary: Part of a $100million campaign launching Gillette Fusion and Fusion Power, spots feature advanced computer animation, combined with photographic images shot on location in the Mojave Desert. Concept for the spots revolves around a secret research lab where scientists in white lab coats rev up a high-tech contraption to fuse together Gillette's new five-blade razor.
Includes pre-game 15-second and 30-second movie trailer-style spots. The entire campaign features the classic Gillette slogan, "The Best a Man Can Get." It's the most amount of time Gillette has ever purchased for the Super Bowl.
Ad Agency: BBDO, New York

Pepsi-Cola Co. Four :30
Summary: At least one ad to push Diet Pepsi brand.
Diet Pepsi spots are rumored to be a continuation of their current Diet Pepsi machine ads, and will feature Jay Mohr as an agent for Diet Pepsi Machine (supposedly featuring "a slew" of other celebs who want to work with DPM).
Ad Agency: Pepsi-BBDO, NY; Diet Pepsi-DDB, NY

Summary: Keeping mum.
Ad Agency: MMB, Boston

Unilever- Degree
Summary: An adaptation of the 2005 European commercial Stunt City for Sure, set in a make-believe city whose only residents are stuntmen.
Ad Agency: Lowe Worldwide, London

Unilever- Dove :45
Summary: This spot kicks off the next phase of the "Campaign for Real Beauty". Young girls talk about self-esteem and accepting themselves for who they are. Music is theGirl Scouts of Nassau County Chorus from Long Island, New York singing "True Colors".
Ad Agency: Ogilvy

AT&T- "Transparency" :30 (pre-game/coin toss/in game for 13 states previously served by the Co.)
Summary: Special effects to make the world look transparent - revealing AT&T's hidden telecom network
Ad Agency: GSD&M and Rogers Townsend

Pizza Hut - Cheesy Bites (pre-game)
Summary: Showcasing the Muppets, and singer Jessica Simpson. Miss Piggy and Simpson will wear matching outfits. Simpson does a send-up her These Boots (Are Made For Walkin') music video, changing the lyrics to, "These bites are made for poppin'," in reference to the Cheesy Bites featured in the commercial.
Ad Agency: BBDO NY

Coca Cola (pre-game total of 2.5 minutes)
Summary:A :60 spot plays off Full Throttle's 16-ounce can - double the size of a Red Bull can. A Full Throttle semi plows through neighborhoods recruiting manly men from humdrum lives. The truck pushes Red Bull's signature silver-and-white truck off the road. Tagline: Let Your Man Out.
Also two ads for Vault, another new drink.
Ad Agency: TBA
Summary:All depends if they can get their concept cleared. (no luck so far)
Ad Agency: The Ad Store, NY

NFL Ads:
We can be sure to see a United Way/NFL spot, as usual.
Also, there will be a :30 post-game ad for the NFL shop for the Super Bowl Champion Collection will feature Philadelphia-based Chosen Dance Company showcasing their Hip Hop dance talents. The creative concept was envisioned and executed by NFL Films art director Penny Ashman.

New Line Cinema One Spot, length unknown
Spot will promote "Running Scared," an action thriller with Paul Walker
Ad Agency: In-house

Buena Vista Pictures One spot, length unknown Will promote "Shaggy Dog" remake starring Tim Allen
Ad Agency: In-house

Warner Bros. Three :30s
For three films -- "Poseidon," the remake of "Poseidon Adventure"; "V for Vendetta," with Natalie Portman; and "16 Blocks," a copy movie starring Bruce Willis and Mos Def
Ad Agency: In-house

Also related:
Burger King Whopperettes in Super Bowl ad
Possible AB Super Bowl Spos
Miss Piggy and Miss Simpson for Pizza Hut
More Advertisers Line up for Super Bowl XL
Advertisers line up for Super Bowl XL, Toyota and General Motors Corp. in for Super Bowl XL, Visa and McDonald's pass on Super Bowl XL and tries to clear ad for Super Bowl XL

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