Donald Trump upped his Fox Sports Super Bowl buy from a 30-second to a 60-second spot just hours after opponent, Michael Bloomberg, booked a 60-second commercial. Before he announced his candidacy, Bloomberg pledged to spend US$100 million on ads in his quest to remove the current president. Both will spend approximately US$10m at the Super Bowl. Fox will run both ads in breaks separate from brand ads.
No other advertiser is likely to attract as much media attention but a group of brands is hoping to win the hearts and minds of Super Bowl audiences.
Facebook, which had something like an annus horribilis in 2019, is making its first appearance:
AB InBev is running four 60-second spots, one for Bud Light and Bud Light Seltzer (Wieden + Kennedy), one for Budweiser (FCB), one for Michelob Pure Gold and one with a health & wellbeing slant for Michelob Ultra (David Miami).
The Budweiser teaser gives an idea of who might star in its commercial:
Budweiser’s #SuperBowlLIV commercial is almost here.
Watch what happened when we debuted it to a special group of people…
LIKE this tweet to be the first to see the full commercial on 1/23. pic.twitter.com/J43SrLkXGg
— Budweiser (@budweiserusa) January 21, 2020
There won’t be any Dilly Dilly but Wieden + Kennedy has created a new quirky community (set in the real town of Seltzer, Pennsylvania) for its new product, Bud Light Seltzer.
Stella Artois invested everything into the power of Carrie Bradshaw and The Big Lebowski’s Dude last year in its Super Bowl commercial. This year, it is investing everything into its “taste of the Life Artois” event series, Port de Stella, “where the vibrancy of Europe’s most popular port cities is brought to life through music, style and internationally-inspired cuisine.” The event will travel across the US in 2020, making its debut in Miami during Super Bowl weekend.
Audi: 72andSunny will use Audi’s 11th Super Bowl appearance to launch a new global campaign to redefine Audi’s Vorsprung durch Technik slogan, after winning the global creative pitch in November 2019.
Hyundai will make its 12th Super Bowl appearance in the past 13 years. Its 60-second ad by Innocean USA, will run in the second quarter of the game. A teaser spot features former Red Sox star, David Ortiz, being coached by comedian, Rachel Dratch, on how to speak with a Bostonian accent. Boston-celebrities, Chris Evans and John Krasinski, will join in the fun for the Super Bowl spot.
Kia will make its 11th consecutive Super Bowl appearance with a spot by David & Goliath. Last year, Kia deviated from its tradition of using humour and celebrities with a profile of its factory in Georgia. It looks as though this year’s ad will be serious too. The commercial will highlight the problem of youth homelessness and Kia will donate also $1,000 for every yard gained during the game to three charities dedicated to the cause: Covenant House, Positive Tomorrows and StandUp For Kids.
Porsche returns to the Super Bowl for its first appearance since 1997. Its ad by Cramer-Krasselt will promote the brand’s first electric car, the Taycan.
Toyota will make its third consecutive appearance with a 60-second spot by Saatchi & Saatchi US, that launches a new campaign for the Highlander SUV.
General Motors (GMC) will promote its reimagined Hummer, now an electric pickup truck. LeBron James will feature in the commercial.
Kellogg’s Pop-Tarts will make its debut appearance with a 30-second spot near the end of the first half by agency, MRY, and featuring Queer Eye’s Jonathan Van Ness.
Kellogg’s Pringles returns for the third time with an ad by channel, Adult Swim, and agency, Grey US, which created Pringles’ first two Super Bowl ads). Adult Swim’s cult favourite sci-fi duo, Rick and Morty, will promote the brand with a “humorous, mind-bending animated spot”. Pringles is launching a special edition Pickle Rick flavour, inspired from the hugely popular Pickle Rick episode of their show in which Rick turns himself into a pickle to avoid family therapy sessions.
— Rick and Morty (@RickandMorty) January 21, 2020
Doritos. Frito-Lay will run a 30-second spot in the Super Bowl by Goodby, Silverstein & Partners, which is also working on Doritos’ sibling brand, Cheetos, for the Super Bowl. The brand has released two teasers spots. The first features Sam Elliott, dressed up as a cowboy and speaking the lyrics of Lil Nas X and Billy Ray Cyrus’ Ol’ Town Road, until…
In the second, Lil Nas X rides into town on a horse fitted out with speakers. You can guess which song they’re playing:
In 2019, Doritos ran the spot, Now It’s Hot, featuring Chance the Rapper and the Backstreet Boys for its Hot Nacho-flavoured Doritos.
Cheetos, also by Frito-Lay, is returning to the Super Bowl for the first time since 2009 with a 30-second spot. Its ad may promote new flavours, Cheetos Popcorn in Cheddar and Flamin’ Hot.
Frito-Lay has already launched a campaign across its brand called, Ready for Crunchtime, to remind people about the snacking essentials of game-time prep. The campaign includes a commercial with NFL legends, Michael Irvin, Deion Sanders, Terry Bradshaw and Tony Gonzalez.
The brand’s Super Bowl teaser, however, suggests a very different commercial, starring MC Hammer, will go to the game:
Hummus brand, Sabra, is making its Super Bowl debut with a 30-second spot by VaynerMedia. Sabra’s first ever entry into the Super Bowl ad competition aim to move hummus into the mainstream. Its choice of teaser stars covers the ground – rapper, T-Pain; drag queens, Miz Cracker and Kim Chi, and Caroline Manzo and Teresa Giudice reunited for the first time since their falling out on The Real Housewives of New Jersey.
Super Bowl stalwart, Avocados From Mexico is making its sixth Super Bowl appearance in a row. The commercial by Energy BBDO will be humorous like its predecessors, will appear in the second quarter and will “celebrate America’s avocado obsession”. According to its teaser, it will also feature Molly Ringwald:
Planters. VaynerMedia is bringing Mr. Peanut back to the Super Bowl, apparently to kill him.
The video was leaked in a tweet and Mr Peanut’s handle has been changed to the Estate of Mr. Peanut. And then there’s this:
“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” Samantha Hess, Planters brand manager at Kraft Heinz, said in a statement. “He will be remembered as the legume who always brought people together for nutty adventures and a good time. We encourage fans to tune in to Mr. Peanut’s funeral during the third quarter of the Super Bowl to celebrate his life.”
Snickers has been absent from the last two Super Bowls but this year joins the ad line-up for the 10th anniversary of BBDO New York’s You’re Not You When You’re Hungry campaign and the 90th anniversary of the brand. The 30-second commercial will air in the third commercial break of the game’s first quarter.
The Super Bowl spot will come from BBDO NY and AMVBBDO. And the theme? Well, the world is out of sorts and Snickers has decided to fix it. The brand has hinted as much in its 15-second Super Bowl teasers.
“We’ll fix it Super Bowl Sunday,” Snickers stated in its teasers. Things that need to be fixed apparently include children aged 30+ living at home, robocalls and social media trolls. The long-form version of its Super Bowl ad will appear on YouTube before the game.
Heinz is returning to the Super Bowl for the first time since 2016. It will run a 30-second spot in the second quarter. The spot, which is expected to feature the Heinz range while highlighting new sauce, HoneyRacha, was created by Wieden + Kennedy and directed by Roman Coppola. This will be W+K’s first work since being reappointed by Kraft Heinz. Wieden + Kennedy was dumped by Heinz in 2015.
Coca-Cola has been a regular Super Bowl advertiser since 2006, but ran its ad in the pre-game show last year, right before the National Anthem. The creative is likely to promote the brand’s new energy drink, but nothing has been revealed as yet.
Pepsi’s Halftime Show stars Jennifer Lopez and Shakira this year. Pepsi will also run a spot for its new brand campaign. The brand will host a give-away, its newly-designed matte black Pepsi Zero Sugar can with a distinctive black tab, if the game ends in zero. The brand is also awarding the Pepsi NFL Rookie of the Year winner and the trophy is getting a black matte makeover.
The brand’s Super Bowl commercial will star Missy Elliot and Grammy winner, H.E.R., and will promote Pepsi Zero Sugar, featuring the can.
PepsiCo-owned SodaStream returns to the Super Bowl for the first time since 2014. Its 30-second spot by Goodby Silverstein & Partners will run immediately before the halftime show. The commercial will be directed by Bryan Buckley, who directed SodaStream’s 2014 commercial. SodaStream has a history of having its original creative rejected by the networks because it openly attacked competitors, Coke and Pepsi (Pepsi now belongs in the same stable).
Olay’s Super Bowl ad is using last year’s hot ad theme, outer space. The commercial by Badger & Winters and inspired by the first all-female space walk last year, stars Lilly Singh and Busy Philipps, who take a trip into space with retired astronaut, Nicole Stott, on the quest to #MakeSpaceForWomen, donating to a worthy cause of getting more girls into STEM programs through Girls Who Code. Find out more here. Olay.com/SuperBowl.
The P&G brand released a teaser on January 15:
Old Spice – and of course, Wieden & Kennedy Portland – are bringing women’s favourite Man Your Man Could Smell Like to the Super Bowl celebrate his campaign’s 10th anniversary. Isaiah Mustafa will star alongside his “son”, played by Keith Powers from Straight Outta Compton. The campaign will promote Old Spice’s new Ultra Smooth range.
The new campaign has launched already:
Squarespace skipped the Super Bowl last year but is making its 6th Super Bowl appearance this year with a 30-second ad made in-house, that will air between the first and second quarters.
Insurance company, New York Life, is returning to the Super Bowl for the first time in 30 years. It was a regular in the Super Bowl line-up in the 1970s and 1980s. The company running a 60-second spot by Anomaly between the first and second quarters. New York Life. The commercial is part of New York Life’s larger campaign celebrating the company’s 175th anniversary.
TurboTax is the NFL’s official sponsor for financial and accounting software as well as tax preparation services. Its 2020 campaign, All People Are Tax People, by Wieden + Kennedy has already launched and the brand will run a 45-second spot in the Super Bowl.
WeatherTech, which makes auto interior products including car floor mats, is making its 7th consecutive Super Bowl appearance. Its commercial by Pinnacle Advertising, will be 30-seconds long and deviate from the Made in America message it usually delivers at the Super Bowl. Last year’s was a heart tugger that promoted a different product range and featured a “sure thing” YouTube lure:
Turkish Airlines is making its fifth Super Bowl with a 30-second spot by David Miami that will air in the third quarter. Last year’s Super Bowl spot was a 30-second cutdown of a six-minute spot directed by Ridley Scott.
The NFL has aired its Super Bowl by 72andSunny ad during Sunday’s conference championship games. It’s a film about police shootings – the personal story of an actual police shooting, in fact, told by retired player, Anquan Boldin. “The best way to inspire change is to be it,” he concludes. It relates how his cousin, Corey Jones, was shot and killed by a Florida police officer dressed in plain clothes in 2015, while Jones was waiting for roadside assistance. The ad fits into an NFL program called Inspire Change that launched in 2019 and includes awareness campaigns and grants that foster education and economic advancement, police and community relations and criminal justice reform.
— NFL (@NFL) January 19, 2020
Verizon is returning to the Super Bowl for the third time with a 60-second spot by McCann NY running during the first half of the game that highlights the life-saving efforts of first responders while also promoting the power of 5G to save lives. The brand is preparing for its not, not with teasers, but a series of three commercials. The first two will appear during NFL Championship Sunday, the third will air during the NFL Pro Bowl on January 26.
Mtn Dew’s Super Bowl spot by TBWA\Chiat\Day New York will feature Black-ish star, Tracee Ellis Ross, parodying a classic scene from The Shining. it will promote the brand’s new zero sugar version.
Vayner Media’s first work for Hard Rock International, will be a Super Bowl directed by Michael Bay. It will be Hard Rock’s first time at the Super Bowl.
Little Caesar’s will be another first-timer at the Super Bowl. Its spot will feature The Office star, Rainn Wilson, and will run in the second break during the game’s third quarter – long after people have planned their game watching feast, but probably at a time when the un-planners are getting hungry.