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A Sea of Super Bowl Ad Virgins

By: Dwayne W. Waite Jr.

In this year's Super Bowl, millions of consumers will see a new batch of companies jumping to the international spotlight. As the Super Bowl is known for the commercials almost as much as the games, the companies that are planning their ads for the first time want to give the consumers quite the treat.

The New York Times reports that Acura, Century 21, Lexus, Dannon Company, H&M, and 2nd Story Software (makers of TaxACT) will be placing ads during the Super Bowl for the very first time. Some companies have the opportunity to leverage Super Bowl experience, like Acura and Lexus, by being owned by parent companies who have product lines that have advertised during the Big Dance before.

Dannon, which plans on advertising its Oikos Greek Yogurt, joins the list of brands who relied on crowdsourcing its advertising. Thankfully it won't be totally amateur, for it used a crowdsourcing agency, Poptent, which found Neymarc Visuals, a shop which, based on the article, is run by brothers. Also, the creative wasn't without professional creative direction, led by Y&R New York. Even though we cringe any time the awesomely terrible word "crowdsourcing" pops out, we hope the Dannon spot is saved by the creative direction it had in place. Sergio Fuster, the senior VP responsible for Dannon's marketing, also plans to have a large-scale social media and public relations campaign before hand.

Let's hope it works out.

H&M is expected to place a spot that pushes David Beckham Bodywear underwear, an ad spot that will no doubt cause a plurality of men to receive gifts from their wives, girlfriends, and female significant others. With the image that Beckham (and the soccer male in general) has in the United States, it will be interesting to see how H&M combats the stereotype during an American football game. The article doesn't go into further detail about the creative direction H&M received for the advert (if any), so this ad will certainly be one to look out for.

We are also interested to see the Red Tettemer + Partners spot for Century 21. RT+P is a mid-size agency ran by old bigwigs from even bigger agencies. It's fun to see a smaller shop in the midst of huge ones, so we hope they do well. Its roster includes the likes of Under Armour, Dial for Men, and Fox Soccer Channel, so we think that if anything, it should be entertaining.

Do you have a brand or the work of a certain agency that you are looking forward to seeing? Let us know!

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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