|Super Bowl Ad Super Preview
By: Maryann Fabian
Now that we know who’s going to be on the field, let’s take a look at the game’s other big action: the ads. This year appears to be the year of the celebrity pitchman. And if one celeb is good, three hawking your brand is even better. Look for a theme of three and consider this your spoiler alert as we uncover the multitude of celebrities rumored to be making ad appearances.
A big sensation erupted when Jerry Seinfeld, Jason Alexander, and Larry David were spotted recently at the same diner where Seinfeld used to shoot. Rumors swirled that they were taping a secret Super Bowl spot. But alas, they met to discuss a Broadway play that David wrote. Bummer for us Super Bowl ad fans.
Another surprise? It could've been all Peyton, all the time, but Papa John's and Buick are not participating. Maybe that's a good thing.
There's also a rumor that a new U2 song will debut during a Super Bowl commercial. Hmmmm. Pepsi seems too obvious.
Ron Burgundy was the best car salesman Dodge ever had, boosting Durango sales 59 percent with his spots. Too bad about the whole roof-catching-fire thing, but I’m sure Ron could turn that into a selling point, too. His success will cause the rest of the car contingent to pull out all the stops this year. Auto sales in general have been very good and it looks as though everyone has money to spend.
Jaguar has decided "it's good to be bad." It has already put out a teaser featuring actors Ben Kingsley (most recently as the Iron Man 3 villain), Tom Hiddleston (The Avengers), and Mark Strong (Sherlock Holmes). The spot celebrates British villains. Check out their microsite for a sneak peek. Hyundai, which has a reputation for terrific non-celebrity ads (like last year's kids' touch vs. tackle) will use three celebrities in a spot that's still under wraps. Kia will do a parody of The Matrix with Laurence Fishburn to promote its new $50,000 sedan.
Bud Light is baaaack for what’s been teased as “a massive brand stunt on an unsuspecting guy.” Look for three ads packed with “several A-listers,” including Arnold Schwarzenegger, and a new tagline: “The perfect beer for whatever happens.”
Eye candy David Beckham will hawk for H&M again. The twist? If you have a Samsung Smart TV, you can use your remote to buy his spring collection while you’re sitting in your undies on your couch.
"Her" voice alone causes men to do irrational things, so what can an actual appearance by Scarlett Johansson do for SodaStream? Coke and Pepsi are reportedly not happy. Check out the behind-the-scenes action already up on YouTube.
Look for John Stamos to return to sell Dannon Oikos yogurt. Competitor Chobani will also run a spot. Who will they tap to go up against Stamos?
Stephen Colbert seems like a pleasant upgrade over Psy to crack those pistachios this year. “Since I was a child, I’ve dreamed of working with America’s premier nut company,” Colbert commented.
Ever-present Super Bowl star Go Daddy will run two spots with Danica Patrick but says it’s “evolved” past bikinis. We’ll see...
Want more previews? YouTube is offering early access to Super Bowl commercials on its Ad Blitz channel here.
What ads are you looking forward to seeing?
Maryann Fabian is a copywriter who has crafted the voice of some of this country's best brands.
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