Colgate is the first Super Bowl advertiser to release its full ad. It’s a Colgate ad, nothing more, nothing less. It uses Luke Wilson and some very close close-ups of mouths for interest. The ad was created by Red Fuse Communications and will run in the third quarter of the game, but made its on air debut on Friday. It’s a Super Bowl first time for Colgate oral care (but not Colgate) and for Wilson.
Michael C. Hall (or as you probably know him, Dexter, and the funeral director, David Fisher, in Six Feet Under) features in a 90-secdond teaser for Skittles’ Super Bowl promotion by DDB New York. The teaser explains – with a wonderfully written script – that the promotion will be a musical. Hall actually began his career actually began in the theatre, in musicals including Cabaret and Chicago.
Like last year, when the brand screened its Super Bowl commercial just for one fan, Skittles is not running the traditional 30-second TVC. Instead, it’s planning to stage a one-show-only musical revue at New York’s Town Hall on the afternoon of the game. 1,500 attendees will get to see the 30-minute production there. The rest of America (and the world) will, no doubt, get to see it via marketing and social media.
Pepsi has decided to be weird, at least in its teaser. Agency, Goodby Silverstein & Partners, has enlisted rapper, Lil John, for its Super Bowl ad and the teaser, called The Long Pour, reveals very little about what he’ll be doing to make Pepsi a hit.
It is still astonishing, perhaps only to a non-American, that a fruit brand, Avocados From Mexico, would put so much money and creative verve into the Super Bowl. But this is its fifth Super Bowl appearance and all have been wild, wacky and probably expensive. This year, Emmy and Tony winner, Kristin Chenowith, is starring in its Super Bowl ad and the brand has put out a teaser called Chorus. If it confuses you, know that Avocados From Mexico’s marketing plans this season include a partnership to promote dog adoption and a website, AnythingforAvos.com. The brand is running the teaser as well as another during Animal Planet’s Puppy Bowl XV, which airs a few hours before the Super Bowl. Its Super Bowl ad will then run during the game’s second quarter. This year’s effort comes from EnergyBBDO, which won the account last year. The previous four Super Bowl ads have been from Texas agency, GSD&M.
The cheapest way to “advertise” in the Super Bowl is to get your ad banned and promote it. This year, cannabis company, Acreage Holdings, has taken up that opportunity. The company was informed by CBS that it won’t accept any ads for medical marijuana this year.