Downy Unstopables: For 28 days, Downy Unstopables has been keeping a mystery celebrity’s clothes fresh. It was a great idea – a month long product test could really only be sustained if it attached itself to Super Bowl frenzy.
Now Downy has proven its promise and revealed the celebrity – who fills out the rest of 45 minutes with a wild ride:
Budweiser: FCB New York’s regional Super Bowl spot for Budweiser is quiet for Bud. It plays off the six-degrees-of-separation idea and the game that grew from it, six degrees of Kevin Bacon.
It also brings back a classic Budweiser slogan, This Bud’s for you.
Miller Lite and Coors Light: Molson Coors, on the other hand, has not chosen “quiet”. In fact, it has decided to make the most of being allowed to advertise at the Super Bowl now that the 1989 exclusivity agreement between AB InBev and the National Football League has ended.
The brewer has formed a partnership with online sports betting company, Draftkings. Their campaign, The High Stakes Beer Ad, lets Super Bowl viewers predict the contents of the beer company’s Super Bowl commercial for a piece of a US$500,000 prize pool.
Rakuten: Online shopping platform, Rakuten, grabbed attention with a quick teaser featuring Clueless’ Cher Horowitz (Alicia Silverstone). Now, co-star, Amber (Elisa Donovan) has joined in the fun in the extended version of the ad that will run as a 30-second spot at the Game. The pair argue about whether “fiscally responsible shopping” is an oxymoron”, while the in-house creatives add sparkle to a product commercial with famous sets from the 1995 film, including Cher’s bedroom, favourite stores, Beverly Hills mansion and Jeep Wrangler.
